Snapchat Unveils Free Open Prompt AI Lens for All U.S. Users, Expanding Access to Image Generation Features

Snapchat has expanded access to its first open prompt AI-powered Lens, the "Imagine Lens," making it available to all users for free in the United States. Originally launched in September, the feature was previously limited to paid subscribers of Lens+ and Snapchat Platinum. Now, every user can create and edit images using custom text prompts or generate entirely new visuals. With the Imagine Lens, users can transform their selfies with creative commands—like turning themselves into an alien, generating a grumpy cat, or reimagining a friend in a new style. The tool is designed for fun and expressive use, from testing out Halloween costume ideas to crafting playful avatars for social sharing. Results from the Lens can be shared directly with friends, posted to a user’s Story, or sent outside the app. The feature is now accessible in the main Lens Carousel, just after the camera screen, or by searching for it by name. This move comes as social media platforms race to stay ahead in the AI space. Meta’s Meta AI and OpenAI’s Sora have recently introduced advanced AI video tools that let users generate videos of themselves and create digital “cameos” to share with friends. These features allow people to appear in AI-generated videos together, offering a new form of interactive content. To keep pace, Snapchat is broadening access to its AI tools, recognizing the growing demand for creative, AI-driven experiences—especially among younger users. Free users in the U.S. can now access a limited number of image generations, with plans to roll out the feature to Canada, the United Kingdom, and Australia in the coming weeks. Snapchat reports that users interact with Lenses more than 8 billion times each day, underscoring the popularity of visual AI tools. By making the Imagine Lens free, the company aims to boost engagement, attract new users, and maintain its position as a leader in creative, real-time social experiences.