Snap & Kantar study flags AR’s role in tackling Gen Z ad fatigue

A study by Snap Inc. and Kantar highlights the growing role of augmented reality (AR) in addressing ad fatigue among Gen Z audiences in India. Titled State of AR in India, the report finds that 92% of Indian consumers believe AR will influence how they shop, learn, and interact online. The format is emerging as a key tool for brands seeking higher engagement in a cluttered digital environment. The study indicates that AR formats, particularly lenses, generate higher levels of active attention compared to traditional ad formats. Among Gen Z users, 3 in 5 respondents said AR holds their attention longer than standard posts. Beyond engagement, AR is also influencing purchase behaviour. The report notes that 2 in 3 Gen Z users say AR helps them better understand products and informs their decision to try or buy. Soumya Mohanty, managing director & chief client officer, South Asia, Insights Division, Kantar, said: “The data shows that AR is reshaping consumer decision-making in measurable ways. It enhances understanding, builds believability, and increases intent, three critical drivers of conversion. For marketers, this represents a significant opportunity to rethink how immersive formats can drive effectiveness across the purchase journey, not just awareness.” Adding on
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