Snapchat just dropped its most ambitious AI feature yet — a text-to-image generator that lets users create completely custom images inside the camera. The "Imagine Lens" represents Snapchat's first open-prompt AI image creation tool, marking a decisive shift toward generative AI competition with Meta and TikTok. Available exclusively to premium subscribers, it signals how social platforms are weaponizing AI to drive subscription revenue.
Snapchat just fired the latest shot in social media's AI arms race. The company's new "Imagine Lens" transforms any text prompt into shareable images, from "grumpy cat" to "turn me into an alien," marking its most aggressive push into generative AI territory yet. The feature launches exclusively for Snapchat+ Platinum and Lens+ subscribers, costing between $8.99 and $15.99 monthly — a clear signal that AI features are becoming premium revenue drivers across social platforms. While Snapchat already offers numerous AI-powered Lenses, company executives tell TechCrunch that Imagine Lens represents their "first open prompt image generation Lens," removing creative guardrails that previously limited user input. The timing couldn't be more strategic. Meta has been rapidly deploying AI image generation across Instagram and WhatsApp, while TikTok experiments with AI-powered creative tools. Snapchat needed a distinctive response that leveraged its camera-first DNA, and Imagine Lens delivers exactly that integration. Users access the tool through Snapchat's familiar Lens Carousel, tapping the caption bar to enter custom prompts or selecting from pre-loaded options like "Turn me into a four to five panel comic where something unexpected but heroic happens." The generated images can instantly flow into Stories, direct messages, or external sharing — maintaining Snapchat's signature ephemeral social flow. Behind the scenes, Snap powers Imagine Lens through what it describes as "a combination of both in-house models and industry leading AI models." The company unveiled its own AI text-to-image research model earlier this year, specifically designed for mobile devices, though executives won't confirm whether that proprietary technology drives the new Lens. This strategic ambiguity suggests may be hedging between internal AI development and partnerships with established players like or . has methodically built its AI credentials throughout 2025, that democratize AR creation and in March. These moves position the company as more than just an AR pioneer — it's becoming a comprehensive creative AI platform. The subscription-gated launch reveals 's evolved monetization strategy. Rather than advertising-dependent features, premium AI tools create direct revenue streams while maintaining exclusivity appeal. Early access to cutting-edge AI becomes the new social status symbol, potentially driving subscriber growth across Snapchat's premium tiers. Industry observers note that embedding text-to-image generation directly into a social camera represents uncharted territory. While and require separate workflows, integrates creation seamlessly into existing social behaviors. This could fundamentally shift how users approach visual storytelling on social platforms.
