Snapchat is opening its doors to everyone with the release of its first open-prompt Snapchat AI Lens, called Imagine Lens. Previously limited to paid subscribers, this AI-powered image generator is now free for all U.S. users, giving anyone the chance to create imaginative, prompt-based visuals directly in the app.
The Imagine Lens allows users to edit their Snaps or create entirely new ones using written prompts. Whether it’s transforming yourself into an alien, visualizing a “grumpy cat,” or testing Halloween costume ideas, the Lens brings creative concepts to life in seconds. Users can also share their AI-generated Snaps with friends, post them to Stories, or export them outside the app.
Snap’s move comes as social media rivals like Meta and OpenAI push deeper into AI-driven creative tools. Meta’s Meta AI features and OpenAI’s Sora video generator are raising the bar with personalized AI content, prompting Snapchat to enhance its own offerings.
Unlike photo editing, OpenAI’s Sora lets users generate realistic AI videos of themselves after recording a short video and audio clip. These virtual doubles, or “cameos,” can appear in clips shared among friends, a trend pulling younger users toward more immersive digital self-expression.
With that competition heating up, Snapchat’s decision to make its AI image Lens free looks like a strategic move to maintain engagement and creativity within its massive user base.
Until now, the Snapchat AI Lens was reserved for Lens+ and Snapchat Platinum members. With the new rollout, all U.S. users can experiment with the Lens at no cost, though the number of free image generations will be limited. Snap says the feature will expand soon to Canada, the U.K., and Australia.
You can find the Lens near the top of the in-app Lens Carousel, or simply search “Imagine Lens” to start creating. Users can type their own ideas into the caption bar or pick from a list of pre-loaded suggestions for inspiration.
Snapchat reports that users engage with Lenses more than 8 billion times every day, underscoring just how central AR and AI effects have become to the platform’s culture.
As AI creativity becomes the next frontier for social media, Snapchat’s move signals a shift toward democratizing generative tools, letting anyone, not just paying users, experiment with what’s possible when imagination meets AI.
