Snapchat has launched its first-ever generative AI video Lenses, marking a major step in integrating artificial intelligence into its platform.
The new feature, powered by Snap’s in-house generative video model, is available exclusively to users subscribed to Snapchat Platinum, the app’s premium tier, which costs $15.99 per month.
The move follows Snap’s unveiling of an AI video-generation tool at its Partner Summit last September. According to the company, these new AI Video Lenses leverage advanced versions of that technology to create dynamic and interactive visuals for users.
Snap, widely regarded as a leader in augmented reality (AR), has been investing in artificial intelligence to maintain a competitive edge over platforms like Instagram and TikTok. With this latest rollout, the company aims to provide unique AI-powered experiences that are not yet available on rival apps.
At launch, Snapchat is offering three AI Video Lenses: “Raccoon” and “Fox,” which animate virtual furry companions interacting with the user, and “Spring Flowers,” which generates a zoom-out effect revealing the user holding a bouquet. Snap plans to introduce new AI Lenses on a weekly basis.
Users can access the new Lenses via the Lens carousel, capture a Snap using either the front or back camera, and have the AI-generated video automatically saved to their Memories.
“These Lenses, powered by our in-house built generative video model, bring some of the most cutting-edge AI tools available today to Snapchatters through a familiar Lens format,” Snap wrote in a blog post. The company emphasized its history of pioneering AR, machine learning, and AI tools for its community.
Snapchat has previously used AI tools from OpenAI and Google, but it is now developing its own in-house models to enhance efficiency and reduce costs. Last month, the company introduced an AI text-to-image research model for mobile devices, signaling its broader ambitions in AI-driven content creation.
