Snapchat exclusively revealed to TechCrunch that the platform has officially launched a new feature called "Imagine Lens", which allows users to generate and edit images through text descriptions. This feature is available to Snapchat+ Platinum and Lens+ subscribers.
Imagine Lens enables users to create, edit, and rework Snap content by entering custom prompts. The generated images can be shared with friends, posted to Story, or shared on external platforms outside of Snapchat.
Although Snapchat has previously released several generative AI filters, the company stated that Imagine Lens is its first open-ended prompt-based image generation filter. Users can generate images using custom prompts, such as "create an angry cat image" or "turn me into an alien".
The feature also includes some pre-set prompts for users to choose from, including "turn me into a four-to-five-panel comic where something unexpected yet heroic happens", "turn me into a funny comic character", and "have this person go skydiving". Users can click the title bar at any time to edit the prompt content.
Earlier this year, Snap released an AI text-to-image research model for mobile devices, stating it would support future features on Snapchat. Although Snap has not confirmed whether this model powers the new filter, it said that its filter features combine internal models and industry-leading AI models.
Snapchat+ Platinum and Lens+ subscribers can find the new filter in the front of the filter carousel or in a dedicated category. After selecting the filter, users can click the title to input or edit the prompt. The cost for the Platinum subscription is $15.99 per month, while the Lens+ subscription is $8.99 per month.
Snapchat is considered a leader in the AR field, and in recent years, it has also heavily invested in AI technology, like other tech companies. Several months ago, the company launched a standalone Lens Studio iOS app and web tool, aiming to let anyone use AI and simple tools to create AR filters. In March of this year, the company also launched its first video-generating AI filter.
This new feature reflects the continuous innovation of social media platforms in the field of AI content generation, and also highlights the important role of paid subscription models in the monetization of social media. By bundling advanced AI features with paid services, Snapchat is trying to create more value for its subscription business.
