Snap launches AI Video Lenses built with its native generative model

Snapchat is launching its very first video generative AI Lenses, the firm said to TechCrunch exclusively. The Lenses are powered by Snap's own native built generative video model. The three new AI Video Lenses can be used by users on the app's premium subscription service, Snapchat Platinum, which charges $15.99 a month.

The release follows Snap introducing an AI video-creation tool during its Partner Summit in September last year. A Snap spokesperson said the new AI Video Lenses use subsequent versions of that underlying technology.

Snap has been a leader in AR, but also has been making investments in AI the last several years in tandem with just about every other tech firm. With these new AI Video Lenses, Snap is embracing AI in order to keep up and give its users access to capabilities not yet available on its competitors' platforms, including Instagram and TikTok.

While Snapchat is beginning with three AI Video Lenses at launch, it will be adding more each week. The first Lenses are "Raccoon" and "Fox," both of which bring furry friends snuggling up to you. The third "Spring Flowers" Lens creates a zoom-out effect showing the person in your Snap holding flowers.

You can access the new Lenses via the Lens carousel. You can then choose the Lens, then take a Snap using either your front or back camera. The AI video will create and then save automatically 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 points out, it's reasonable for the company to extend generative AI to Lenses, since it's a form users have adopted for years.

Though Snap has previously leveraged AI capabilities from OpenAI and Google to fuel some of its features, it's now also creating its own internal models.

Earlier this month, the company announced an AI text-to-image research model for smartphones that will drive some of Snapchat's capabilities in the months ahead. Snap explained then that by using technology developed internally, it would be able to provide its users with high-quality AI tools at a lower operating expense.