Snapchat launches AI-generated AR Lenses exclusively for premium subscribers

Are you a Snapchat preferred customer? If so, this news is for you.

Snapchat is elevating augmented reality experiences with new AI-generated Lenses exclusively for its premium subscribers. The platform’s latest feature leverages generative AI to create more realistic and interactive AR filters, marking another advancement in how social media platforms are integrating AI capabilities into creative tools. This development represents a growing trend of platforms using AI to enhance user-generated content while creating premium features to drive subscription revenue.

The big picture: Snapchat has launched AI-generated Lenses exclusively for Snapchat Platinum subscribers, using an in-house built generative video model to create more realistic AR experiences.

Key details: The initial release includes three AI Video Lenses with distinct interactive features.

• Two of the new Lenses, Raccoon and Fox, animate “furry friends” that interact directly with the user in the frame.
• The third Lens, Spring Flowers, creates a zoom-out effect that makes it appear as if the person is holding a bouquet of flowers.

How it works: Snapchat Platinum subscribers can access the new AI Lenses in the app’s filter carousel alongside traditional AR filters.

• Since AI video generation requires processing time, users can continue using the app while their videos are being created.
• The company has promised to add more AI Video Lenses in the future as they expand the feature.

Competitive landscape: Snapchat’s AI Lens rollout comes as competitors are developing similar technology for their platforms.

• Instagram announced in December that it has been developing realistic AI-based filters to replace current AR options, though these haven’t yet been released to users.

Availability: Snapchat is free to download from the App Store, requiring iOS 14 or later, but the new AI Lenses are exclusive to paying Platinum subscribers.