Snapchat has long been a pioneer in augmented reality (AR), but with the rise of generative AI, the company must adapt to stay relevant.
Since OpenAI launched ChatGPT, the tech industry has been locked in an AI arms race, with companies rushing to develop increasingly powerful AI models. Amid this rapid evolution, Snap—once at the forefront of digital innovation—has risked falling behind.
Now, the company is proving that late is better than never.
Snapchat is introducing its first-ever AI-powered video Lenses, marking a major leap in its fusion of generative AI and AR. These new AI Video Lenses are powered by Snap’s proprietary generative video model and are available exclusively to Snapchat Platinum subscribers, the app’s premium tier priced at $15.99 per month.
In a post on its website, Snap said that:
"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. We have a long history of being first movers to bring advanced AR, ML and AI tools directly to our community, and we’re excited to see what Snapchatters create."
We’re introducing the first of our new advanced AI video Lenses available exclusively for Snapchat Platinum! These Lenses, powered by our latest in-house built generative video model, bring some of the most cutting edge AI tools available today to Snapchatters through a familiar… pic.twitter.com/aRfJ01wqLR
— Snap Inc. (@Snap) March 12, 2025
For starters, Snapchat is giving users three different Lenses.
"Our initial Lenses will include 'Raccoon,' and 'Fox,' which animate furry friends seamlessly into a Snap, as well as a 'Spring Flowers' Lens that will generate a zoom-out effect revealing the person in your Snap holding a bouquet of flowers," said Snap.
These Lenses are initially made available to Snapchat Platinum subscribers.
To use them, users can simply select a Lens to then capture a Snap through their phone's camera.
The company plans on introducing more Lenses in the future.