Snapchat has rolled out its Imagine Lens, an AI-powered image generation tool, to all users for free. Initially exclusive to premium subscribers since its September launch, the Lens lets users transform or edit their Snaps with creative prompts.
For example, users can type “Turn me into an alien” after taking a selfie or generate an image of a “grumpy cat.” The AI Lens allows endless creative experimentation, from trying out Halloween costume ideas to reimagining friends in different styles.
The move comes as social platforms like Meta and OpenAI push into AI-generated video and image content with tools such as Sora and Meta AI. By offering its Lens for free, Snapchat aims to stay competitive and appeal to younger audiences.
Related: Snapchat Introduces Paid Storage Plans for Memories Feature
Free users in the U.S. can now access Imagine Lens, with rollout plans for Canada, Great Britain, and Australia coming soon. The feature appears in the Lens Carousel or can be found by searching “Imagine Lens.”
According to Snap, users interact with Lenses over 8 billion times daily, and this new addition is expected to drive that number even higher.
