Snapchat has introduced its first-ever generative AI video Lenses, an important achievement in augmented reality (AR) and artificial intelligence (AI) on Snapchat. The new AI Video Lenses are powered by Snapchat’s own generative video model, which brings advanced AI features to users in a discoverable Lens format. Three AI Video Lenses are available at launch: “Raccoon,” “Fox,” and “Spring Flowers.”
The “Raccoon” and “Fox” Lenses animate furry pets that appear to cuddle or sit on the user’s shoulder, creating a sense of closeness and immersion. The “Spring Flowers” Lens produces the zoom-out experience, with the individual in the Snap having his or her hand holding flowers. All these Lenses are designed to enhance the interaction of the user by the introduction of interactive and personalized elements on Snaps.
Currently, the AI Video Lenses can be accessed by members who have Snapchat’s more expensive tier, Snapchat Platinum. Membership costs $14.99 to $15.99 a month, based on the source, and includes an ad-free experience in the Lens and Story sections with no sponsored Snaps.
Snapchat plans to expand its content with fresh AI Video Lenses being launched every week, so users can have a constant stream of new and exciting content to explore. The Lenses are available through the Lens carousel and can be used for videos captured with the front or rear camera. As soon as a Snap with an AI video Lens is captured, it’s immediately stored into the user’s Memories so they can quickly post to Stories, Spotlight, or share with friends.
This move by Snapchat is reflective of its ongoing investment in AI technology, having launched an AI video-creation tool last year. The company has been at the forefront in integrating advanced AR, ML, and AI features into its platform to provide users with differentiated capabilities that set it apart from competitors such as Instagram and TikTok.
Snapchat’s AI strategy also includes developing its own in-house models, which provides more control over the quality and cost of AI tools. The approach is part of a broader trend in the tech sector, as companies are building proprietary AI solutions to enhance their offerings and reduce reliance on third-party providers.
The introduction of generative AI video Lenses is in keeping with Snapchat’s history of innovation and commitment to introducing advanced technology to its users. With this application of AI, Snapchat aims to enhance more user creativity and engagement, allowing users to have a more personalized and interactive experience that will have users continue to interact and engage with new material.
Though incremental in their overall impact compared with other AR aspects already implemented on the site, these AI Video Lenses present a level of personalization and interactivity likely to attract consumers to the platform. The prospect of creating and sharing unique, AI-driven content could also lure users into exploring different effects and styles and make for a model of user-driven content creation.
In the future, it’s uncertain whether Snapchat will make it possible for users to develop their own custom AI video Lenses, as the Lens Studio already makes it possible for users to design and share custom lenses and filters with the aid of text or image prompts. This would further enable the user and perhaps broaden the creative potential of Snapchat’s AI-based features.
