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Snap introduces AI Video Lenses powered by its in-house generative model
Snapchat has launched its first AI Video Lenses powered by a new in-house generative video model, available exclusively to Snapchat Platinum subscribers. This initiative is part of Snap's ongoing investment in AI as it seeks to maintain competitiveness against platforms like Instagram and TikTok, offering unique features not yet available elsewhere.
Key points
- Snapchat introduces AI Video Lenses for its premium subscription, Snapchat Platinum, at $15.99 per month.
- The AI Video Lenses are based on Snap's in-house generative video model and include features not found on competing platforms.
- The initial launch features three lenses named 'Raccoon,' 'Fox,' and 'Spring Flowers', with plans to release more weekly.
- Snap aims to leverage generative AI in a familiar Lens format, building on years of consumer engagement with AR content.
- The company has historically integrated AI tools from OpenAI and Google but is developing its own generative models for improved quality and cost-effectiveness.
Why it matters
- This launch highlights a growing trend among tech companies to integrate AI into user-friendly applications to enhance competitive edge.
- As of 2025, generative AI and AR technologies are increasingly influencing user engagement across platforms, reflecting broader trends in personalization and immersive experiences.
- Snap's focus on in-house models foreshadows a shift towards proprietary technology in the tech industry, aiming for customization and cost reduction while improving user experience.
Snapchat's introduction of its AI Video Lenses exemplifies how the platform is strategically leveraging generative AI technology to enhance user experience while aiming to differentiate itself in a competitive market, setting a stage for further innovations.