Snapchat has taken a major step into the world of AI-powered video effects with the introduction of its first-ever AI Video Lenses. These innovative lenses are powered by Snap's in-house generative video model and are only available to Snapchat Platinum subscribers, who pay $15.99 each month.
The debut comes after Snap unveiled an AI video generation tool at its Partner Summit in September. According to the company, these new AI Video Lenses use improved versions of that technology. Snap has already integrated AI technologies from OpenAI and Google, but it is now investing in proprietary generative AI to enhance its platform, reduce operational expenses, and stay ahead of competitors like Instagram and TikTok.
At launch, Snapchat is offering three AI Video Lenses: "Racoon" and "Fox," which animate adorable virtual animals interacting with users, and "Spring Flowers," which create a zoom-out effect revealing a bouquet in the user's hands. Users can access these Lenses via the Lens carousel, apply them with either their front or rear camera, and have the AI-generated videos to Memories for easy sharing with friends, Stories, or Spotlight.
Snapchat has long been a leader in augmented reality (AR), and this latest move reinforces its commitment to integrating AI into its platform. The company stated in a blog post, "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." Given Snapchat's history of innovation in AR and AI, generative Video Lenses are a natural next step for the platform.
Snap intends to grow its AI Video Lenses collection regularly, adding new options weekly to keep users engaged. This expansion aligns with the company's broader AI ambitions, which include an AI text-to-image model designed for mobile devices, expected to enhance future Snapchat features.
With this latest release, Snap is setting itself apart in the social media landscape by providing AI-driven, immersive experiences that allow users to interact with their material in novel ways. As AI continues to share digital media, Snapchat's generative Video Lenses are a promising step forward in personalizing and improving social interactions.