Snapchat is introducing its first-ever video generative AI Lenses, the company told TechCrunch exclusively. The Lenses are powered by Snap’s in-house-built generative video model. The three new AI Video Lenses are available to users on the app’s premium subscription tier, Snapchat Platinum, which costs $15.99 per month.
The launch comes as Snap unveiled an AI video-generation tool at its Partner Summit last September. A spokesperson for Snap said the new AI Video Lenses leverage later versions of this underlying technology.
Snap has been seen as a leader in AR, but has also been investing in AI over the past few years alongside nearly every other tech company. With these new AI Video Lenses, Snap is adopting AI to stay competitive and provide its users with features that aren’t yet available on its rivals’ platforms, including Instagram and TikTok.
While Snapchat is starting with three AI Video Lenses at launch, it plans to add more every week. The initial Lenses include “Raccoon” and “Fox,” both of which animate furry friends cuddling up with you. The third “Spring Flowers” Lens generates a zoom-out effect revealing the person in your Snap holding a bouquet.
You can access the new Lenses through the Lens carousel. You can then select the Lens, then capture a Snap through either your front or back camera. The AI video will generate and then automatically save to your Memories.
“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,” the company wrote in a blog post. “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.”
As Snapchat notes, it makes sense for the company to bring generative AI to Lenses, given that it’s a format users have embraced for years.
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While Snap has tapped AI tools from OpenAI and Google in the past to power some of its features, it’s now also building its own in-house models.
Last month, the company unveiled an AI text-to-image research model for mobile devices that will power some of Snapchat’s features in the coming months. Snap said at the time that by implementing in-house technology, it will be able to offer its community high-quality AI tools at a lower operating cost.
