Snapchat is now offering its new Imagine Lens to all users for free. This is the company’s first open prompt image-generation AI Lens. The Lens was first introduced in September but was initially limited to paid subscribers. With this Lens, users can edit their own Snaps using custom prompts or generate entirely new images. For example, you could take a selfie and prompt the app to turn you into an alien, or you could request an image of a grumpy cat. The company suggests using the Lens to try out Halloween costume ideas or to reimagine a friend with a new look. The results can be shared with friends, posted to your Snapchat Story, or shared on other platforms.
This wider availability of the AI Lens comes after the launch of AI video-generating apps from competitors like Meta and OpenAI. These companies are competing for the attention of young people with advanced AI tools that go beyond simple photo modifications. For instance, OpenAI’s Sora allows users to generate videos of themselves after providing a one-time video and audio recording. Friends can then share these AI personas, called cameos, to star in videos together. This competitive landscape puts pressure on other social apps like Snapchat to keep pace, making the decision to offer the AI image Lens for free a strategic investment.
Previously, Snapchat’s AI Lens was only available to Lens+ and Snapchat Platinum subscribers. With this expanded rollout, Snap is making a limited number of image generations available to all free users. At launch, free users in the United States will be able to access the new Lens, with plans to expand to other markets, starting with Canada, Great Britain, and Australia.
To find the Lens, look near the front of the in-app Lens Carousel or search for it by name. To create an image, tap the caption to edit your prompt, or you can use one of the preloaded suggestions for inspiration. The company notes that Snapchat users access Lenses more than eight billion times per day.