A study by Snap Inc. and Kantar India has highlighted the growing role of augmented reality (AR) in addressing ad fatigue among Gen Z audiences in India.
The report titled ‘State of AR in India’ has found that 92% of Indian consumers believe AR will transform how they shop, learn, or connect online. It has shown that AR is emerging as a key advertising format that delivers higher attention, stronger brand outcomes, and influence on purchase decisions.
The findings have indicated that AR is driving active and voluntary engagement compared to traditional ad formats. AR lenses have delivered over two times higher effectiveness and three times greater efficiency in capturing user attention. The study has noted that three in five Gen Z users say AR keeps their attention longer than regular posts.
The report has also highlighted AR’s role in influencing brand decisions. Two in three Gen Z users have said AR helps them decide whether to try or buy a product, while also improving their understanding of products. The study has pointed out that AR usage in India is often linked to cultural and local moments, offering brands contextual opportunities to engage audiences.
The research has further explored how AR is shaping content creation and sharing behaviour among Gen Z. Nearly three in five users have preferred posting interactive AR content over static formats. Around two in three respondents have said AR makes brand experiences more immersive, entertaining, and more likely to be shared. The study has also found that AR enables users to express their personality and create more unique content.
Soumya Mohanty, Managing Director & Chief Client Officer, South Asia, Insights Division, Kantar, added “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.”
Neha Jolly Sawhney, Head of Ad Revenue, India, Snap Inc., said: India is one of the most dynamic AR markets globally, and what we’re seeing is that AR is moving beyond experimentation and starting to drive real results. 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. As a camera-first platform, we are excited to continue building AR innovation that enables brands to move from attention to action.
