Snapchat has officially rolled out its new “Imagine Lens” — the company’s first open-prompt image-generation AI Lens — to all users in the United States for free.
From Paid Feature to Free Access
Originally introduced in September 2024 for paid subscribers, the Imagine Lens is now available to everyone. With this AI-powered tool, users can transform their Snaps through custom text prompts or even create entirely new images.
How It Works
Users can type prompts like “Turn me into an alien” or “Show me a grumpy cat” after taking a selfie. The Lens can also be used for creative ideas, such as visualizing Halloween costumes, or reimagining friends in new looks.
Once generated, the results can be shared directly with friends, posted to a Snapchat Story, or exported outside the app.
Competing in the AI Race
Snapchat’s move comes amid growing competition from Meta’s AI tools and OpenAI’s Sora, which offer advanced AI-generated photo and video experiences.
For example, Sora allows users to create videos of themselves using one-time recordings, while Meta AI focuses on generating short video clips. These innovations are drawing younger audiences toward AI-driven creativity, pushing Snapchat to stay ahead.
Broader Rollout Plans
Previously, the Imagine Lens was exclusive to Lens+ and Snapchat Platinum subscribers. Now, free users in the U.S. will receive a limited number of image generations, with expansion plans targeting Canada, the U.K., and Australia next.
The Lens can be found at the front of Snapchat’s Lens Carousel or by searching “Imagine Lens” within the app. Users can edit the caption to customize prompts or select from preloaded ideas for quick inspiration.
Massive Lens Usage
According to Snap, users engage with Lenses more than 8 billion times daily, making this new AI feature a major step in the platform’s ongoing AI innovation push.
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