Published on: April 8, 2026
A new study by Snap Inc. and Kantar underscores the increasing importance of augmented reality (AR) in combating 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 play a significant role in shaping how they shop, learn, and engage online. As digital spaces become more crowded, AR is emerging as a powerful format for brands looking to capture deeper engagement.
The findings show that AR formats—particularly lenses—drive higher levels of active attention compared to traditional advertising. Among Gen Z users, three out of five respondents indicated that AR content holds their attention longer than standard social media posts.
In addition to engagement, AR is influencing purchase decisions. According to the study, two-thirds of Gen Z users say AR helps them better understand products, ultimately guiding their decision to try or purchase.
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, 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.
The report also highlights AR’s growing influence in content creation. A majority of Gen Z users prefer interactive AR formats over static content, noting that it enhances engagement, shareability, and self-expression.
Overall, the study suggests that AR is transitioning from a novelty feature to a core marketing tool—blending media, creativity, and commerce—particularly for younger, digitally native audiences.
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