A new study by Snap Inc. and Kantar highlights how augmented reality (AR) is emerging as a powerful solution to rising ad fatigue among Gen Z audiences in India.
Titled State of AR in India, the report reveals that 92% of Indian consumers believe AR will shape how they shop, learn, and interact online. In an increasingly cluttered digital ecosystem, AR is proving to be a high-engagement format that captures attention more effectively than traditional advertising.
The study finds that AR-driven experiences-especially interactive lenses-drive higher active attention. Among Gen Z users, 3 in 5 respondents said AR content holds their attention longer than standard posts, making it a valuable tool for brands aiming to cut through noise.
Beyond engagement, AR is also influencing purchase decisions. Nearly two-thirds of Gen Z users reported that AR helps them better understand products, ultimately guiding their decision to try or buy. This positions AR not just as an awareness tool, but as a key driver across the consumer journey-from discovery to conversion.
The report also highlights AR’s growing role in content creation, with Gen Z users favouring interactive formats that feel more engaging, shareable, and reflective of their identity.
As brands rethink digital strategies, AR is quickly evolving from a novelty feature into a core marketing format-blending creativity, media, and commerce to deliver both attention and action in a Gen Z-first world.
