Snapchat has officially rolled out its AI-powered “Imagine Lens” the app’s first open-prompt image-generation tool to all users in the United States for free, expanding access beyond paid subscribers. The feature allows users to generate or edit photos using creative text prompts, marking a major step in Snapchat’s AI evolution.
Initially launched in September 2025 for Snapchat+ and Platinum subscribers, the Imagine Lens uses generative AI to transform user photos based on written prompts. The expansion comes as tech rivals like Meta (Meta AI) and OpenAI (Sora) intensify competition in the AI-generated content space, especially among younger audiences.
With the Imagine Lens, users can type prompts like “Turn me into an alien” or “Create a grumpy cat” to instantly generate AI-edited versions of their Snaps. The results can be shared on Stories, sent to friends, or even exported outside Snapchat.
Snapchat confirmed that the feature will soon expand to Canada, Great Britain, and Australia, after its U.S. debut. Free users will get limited image generations, while paid members retain access to extended features.
A Snapchat spokesperson stated:
“AI is becoming a fun and expressive part of how our community creates. By making the Imagine Lens free, we’re helping everyone explore creativity without limits.”
The move is seen as Snapchat’s response to emerging AI video-generation platforms like OpenAI’s Sora, which allows users to generate lifelike videos from simple recordings. With over 8 billion Lens uses daily, Snapchat aims to maintain its lead in social AR innovation.