Snapchat has announced that its “Imagine Lens”—the platform’s first open prompt AI image-generation tool—is now available for free to all users in the United States.
Initially launched in September for premium subscribers, the Lens lets users edit Snaps or create new ones using creative text prompts.
What is imagine lens?
The new AI-powered Lens enables users to transform their photos with prompts such as “Turn me into an alien” or “Show me a grumpy cat.” Users can also use it to experiment with Halloween costumes, reimagine friends in new looks, or generate entirely fresh visuals.
The generated results can be shared directly with friends, posted to Stories, or even exported beyond Snapchat—making it one of the app’s most engaging AI features to date.
Competing in AI creativity race
The broader release of Imagine Lens comes as Meta and OpenAI expand their AI video-generation tools. Meta’s AI Studio and OpenAI’s Sora now allow users to create short videos or realistic avatars, raising the bar for creative expression.
For instance, Sora enables users to generate lifelike videos of themselves after a one-time video and audio recording. These AI avatars, known as “cameos,” can be shared among friends—allowing them to co-star in digital videos together.
Snapchat’s move to make its AI Lens free reflects growing competition in this space and highlights the company’s focus on staying relevant among younger audiences increasingly drawn to generative AI tools.
Free access for US users
Previously, Snapchat’s AI Lens was limited to Lens+ and Snapchat Platinum subscribers. Now, the platform is offering a limited number of free image generations to all users in the U.S.
Snap says it plans to expand this rollout to Canada, Great Britain, and Australia next. Users can find the new AI Lens at the front of the in-app Lens Carousel or simply search for it by name.
To use it, tap the caption area to edit your own custom prompt or select one of the preloaded suggestions provided by Snapchat for inspiration.
Billions of lenses used daily
Snapchat continues to dominate in augmented reality (AR) engagement. The company reports that users engage with Lenses over 8 billion times every day, making AR filters and AI-driven experiences central to its user activity.
The new AI Lens rollout not only enhances user creativity but also reinforces Snapchat’s push toward blending AI innovation with social storytelling—a key differentiator in the competitive world of social apps.
