Snapchat Launches Custom AI Lens Feature
Snapchat launches the custom AI Lens feature, which allows users to customize Augmented Reality experiences by using the latest AI technologies.
Snapchat is launching an AI-powered “Animate It” Lens that allows paying users to make custom video animations based on simple text-based prompts. This is a festive holiday-season feature that showcases Snapchat developing its own AI generative capabilities, removing dependence on partners from outside.
What The Animate It Lens Does
The brand-new Lens converts your ideas into animated short videos within Snapchat’s camera. Take the Snap and then add the text prompt, such as “cat pawing upon my face,” and Snapchat’s AI creates an original animation that overlays the video. The result is a classic Snapchat whimsicality: lively and slightly stylized, it evokes the real-life cat and the Polar Express model.
As Snap explains:
“Available for Lens+ subscribers, the Animate It Lens leverages Snap’s internally developed AI video generation model to turn your ideas into short, shareable videos in seconds. Whether you want to animate a reaction, dream up a mini-movie, or turn a playful idea into a dynamic clip, Animate It allows you to create motion from pure imagination.”
It’s only available for Lens+ users Snap’s premium tier which builds the foundation of Snapchat+ with advanced AR and AI features.
Snapchat’s Shift To In-House AI Video Tech
What is notable is the fact that Animate It makes use of Snapchat’s AI video generation technology and not a third-party technology. In the past, Snapchat has leaned on external AI tools to power its AI features such as OpenAI and Google to provide features like My AI chat.
This represents a move towards greater self-reliance AI development, despite the fact that Snapchat’s data-scale isn’t up to par with the hyperscalers.
The feature is a step up from Snapchat’s previous videos AI Lenses that were released in March, when Premium customers (then Snapchat Platinum) added pre-set animated characters like a raccoon or fox or even spring flowers to their video clips.
They were restricted to certain objects, but the Animate It feature lets you add it for any prompt you want to explain, which makes it much more adaptable to your own personal style of creativity.
From a product perspective, this is a great positioning strategy with content that is low-effort and high-fun that inspires the sharing of content and keeps users engaged longer during busy holiday hours.
Why This Matters For Snapchat’s AI Strategy
Snapchat has always bet big upon AR and ephemeral innovation, and Animate It matches that spirit as it tests Snapchat’s growing AI muscles. The internal model shows that there is real progress in the production of video within Snapchat.
However, the ability to sustain it on a large scale will test Snap’s infrastructure investment. For casual and creators It lowers the barriers to enjoyable and animated content. No experience in design is required, only an idea.
Final Thought
Expect it to boost engagement around the holidays, as people want lighthearted, shared moments. If it’s a success, we’ll probably see more open-prompt apps like this in Snapchat’s premium features.
‘Animate it’ is available to Lens+ subscribers.
