Snapchat has made its “Imagine Lens,” the company’s first open prompt image-generation AI Lens, available to all users for free. The Lens first launched in September but was exclusive to paid subscribers. The feature allows users to edit their own Snaps using custom prompts or to generate original images from text.
After taking a photo, users can enter prompts such as, “Turn me into an alien,” or request an image of a “grumpy cat.” Snapchat suggests the Lens can be used for practical purposes like trying on Halloween costume ideas or for fun, such as reimagining a friend’s appearance. The images created with the Lens can be shared with friends, posted to a user’s Story on Snapchat, or exported to be used outside the app.
This decision to offer the Lens for free follows the release of AI video-generation tools from competitors, including Meta’s Meta AI and OpenAI’s Sora, which are also attracting young users. Sora, for example, allows users to create video versions of themselves, called “cameos,” after providing a single video and audio recording. Friends can then share these AI personas to feature each other in shared videos.
Snapchat’s move is a response to pressure from these competing applications. Previously, the Imagine Lens was only accessible to Lens+ and Snapchat Platinum Subscribers. With the expanded availability, free users will receive a limited number of image generations. The free version is launching initially in the U.S., with plans to expand to other markets, starting with Canada, Great Britain, and Australia.
The Imagine Lens is located near the front of the in-app Lens Carousel and can also be located by searching for its name. To use it, a user can tap the caption to write their own prompt or select one of the preloaded suggestions for inspiration.
