At a time when traditional advertising struggles to cut through clutter, a new study by Snap Inc. and Kantar India reveals that Augmented Reality (AR) is reshaping how brands engage with consumers.
The State of AR in India report highlights that 92% of Indian consumers believe AR will transform how they shop, learn, or connect online, with Gen Z leading the adoption curve.Unlike passive ad formats, AR drives active, voluntary engagement. According to the study, AR Lenses deliver over 2X higher effectiveness and 3X greater efficiency in capturing attention compared to other formats. Notably, 3 in 5 Gen Z users say AR keeps their attention longer than regular posts, making it a powerful antidote to ad fatigue in a skippable digital ecosystem.AR is not just about grabbing attention — it’s influencing consumer choices. 2 in 3 Gen Z respondents say AR helps them decide whether to try or buy a product, while also improving product understanding. Importantly, AR experiences in India often tie into cultural moments like festivals and local events, giving brands contextual opportunities to connect meaningfully.Soumya Mohanty, Managing Director & Chief Client Officer, South Asia, Insights Division, Kantar, noted: “AR enhances understanding, builds believability, and increases intent — three critical drivers of conversion.”
Neha Jolly Sawhney, Head of Ad Revenue, India at Snap Inc., emphasized that AR is moving beyond experimentation: “When two in three Gen Z consumers say AR helps them decide whether to buy, it signals that immersive experiences are no longer upper-funnel engagement tools — they are influencing real business outcomes.”AR is also fueling content creation and self-expression among Gen Z.
- Nearly 3 in 5 prefer posting interactive AR content over static photos or videos.
- 2 in 3 say AR makes brand experiences more immersive and fun to share.
- AR helps users express personality and create unique content, positioning it at the intersection of media, creativity, and commerce.
