Snapchat Launches AI-Powered Animate It Lens for Users

Snapchat has rolled out “Animate It,” an innovative AI-powered video lens that transforms user imagination into dynamic clips. The feature, available exclusively to Lens+ subscribers, leverages Snap’s proprietary AI video generation model to create short, shareable animations based on text prompts. Users can request custom animations—from a cat pawing at their face to imaginative mini-movies—and watch as the AI brings their ideas to life in seconds.

Snap’s Internal AI Development Milestone

What sets this feature apart is its foundation on Snap’s internally developed AI model rather than relying on external tools like those from OpenAI or Google that power My AI. This shift represents a significant step toward building Snap’s own AI infrastructure. While this move demonstrates ambition in AI development, Snap faces challenges due to limited data infrastructure compared to larger tech competitors.

Advancing Beyond Previous AI Features

The Animate It Lens builds on Snapchat’s earlier video AI features launched in March, which offered more restricted customization. Those earlier lenses allowed users to select from predefined options like raccoons, foxes, or spring flowers for animation additions. The new tool removes these limitations, enabling users to animate virtually any concept through natural language prompts.

The timing positions Snapchat strategically for the holiday season, potentially boosting user engagement through an entertaining, creative feature. As Snap continues developing its AI capabilities, the Animate It Lens demonstrates how the platform is evolving beyond simple filters toward sophisticated content generation tools that empower users to become creators without technical expertise.