Snapchat Pushes Deeper Into AI With Custom Lens Feature

Snapchat has rolled out a new custom AI Lens feature, marking a significant expansion of its generative artificial intelligence capabilities as social platforms compete to redefine creative expression and user engagement.

The update allows users to generate personalized AI powered lenses using text prompts, reinforcing Snapchat’s long standing focus on augmented reality while signaling a deeper investment in creator driven AI tools. The company announced the new feature as:

“Snapchat is all about helping you express yourself in new and magical ways — and today, we’re offering a new way for you to take your creativity to an entirely new dimension with our first open prompt video generation Lens: Animate It.”

The custom AI Lens feature enables users to describe an effect in natural language, which Snapchat then converts into a unique visual lens that can be applied to photos and videos.

According to the company, the “Animate It” tool builds on its existing AI and AR infrastructure, combining machine learning models with Snap’s Lens technology to produce shareable, customized effects. The rollout positions Snapchat among the leading social platforms experimenting with user facing generative AI that goes beyond chat based interactions.

“Whether you want to animate a reaction, dream up a mini-movie, or turn a playful idea into a dynamic clip, Animate It allows you to create motion from pure imagination.”

“Watch your concept transform into a personalized video. In just a few seconds, you’ll have a one-of-a-kind animated creation ready to share anywhere on Snapchat or beyond.”

“As one of the most dynamic AI-powered experiences we’ve built yet — and the first video generation Lens on Snapchat — we can’t wait to see the moments, reactions, and stories you bring to life.”

While competitors have focused heavily on text generation and image synthesis, Snapchat continues to emphasize camera based experiences, aligning AI development with its core identity as a visual communication platform.

Here is how you can find it in your app:

• Search for Animate It from the Camera
• Select the Lens then tap the caption to enter your own idea or choose from one of our suggested prompts
• Watch your concept transform into a personalized video. In just a few seconds, you’ll have a one-of-a-kind animated creation ready to share anywhere on Snapchat or beyond.