Snapchat Unveils Imagine Lens A Text Prompt AI Tool

Snapchat is taking another significant step into the world of generative AI with its new "Imagine Lens." This feature marks a first for the social media company, allowing users to transform their photos using custom, free-form text prompts. It also serves as a compelling new feature for Snap's paid subscription services.

A New Level of Creative Control

The Imagine Lens is a direct evolution of Snap's 2023 launch of its "Dreams" Lens, which used AI to generate fantastical versions of user selfies based on pre-set themes. However, the Imagine Lens grants users significantly more creative freedom by empowering them to type in exactly how they want to alter their images.

According to Snap's announcement, users can now "create, edit, and recreate Snaps simply by entering their own prompts." The resulting creations can then be shared with friends, posted to a user's Story, or exported for use outside of Snapchat.

An Exclusive Perk for Subscribers

While the feature introduces new creative possibilities for all, paying subscribers get an enhanced experience. Users with Lens+ or a Snapchat+ Platinum subscription will have access to pre-loaded prompts to inspire their creations and get started with the feature more quickly.

Snap's Broader Generative AI Strategy

Over the last two years, Snap has heavily invested in developing its generative AI technology, applying it to both user-facing experiences and its advertising platform. This strategy appears to be paying off.

In April, the company introduced its Sponsored AI Lens ad format, which uses AI-generated templates to drastically reduce production timelines for advertisers by removing the need for complex 3D and VFX design.

Snap's most recent performance report highlighted the success of these AI advancements. The company saw a 39% year-over-year increase in 7-0 purchase volume for commerce brands, and total ad revenue related to purchases grew by over 25% year-over-year.

User engagement with existing AI features is also strong. In the second quarter of 2025, over 400 million users interacted with Snap’s free and paid AI-generated Lenses more than 4 billion times.

By testing an open-prompt lens like Imagine with its millions of paying subscribers, Snap is likely gathering valuable data to develop more sophisticated open-image prompt Lenses, with the ultimate goal of launching them for all non-paying users in the future.