Snapchat is taking augmented reality (AR) to the next level with its latest feature—Video Gen AI Lenses. This new addition lets users enhance their videos with AI-generated animations that align seamlessly with their clips. But there’s a catch: it’s only available to Snapchat+ Platinum subscribers, the app’s most expensive premium tier.
AI Video Lenses: A Step Beyond Traditional Filters
Snapchat has long been a pioneer in AR filters, setting trends that other social media platforms often follow. With the new AI-powered Video Lenses, the platform is doubling down on its commitment to innovation.
Here’s how it works:
- Pick a Lens – Users choose from three AI video Lenses at launch: Raccoon, Fox, and Spring Flowers.
- Record a Snap – Capture a video as usual.
- Let AI Work Its Magic – Snapchat’s generative AI processes the clip, adding customized animations that integrate smoothly with the video.
- Save & Share – The final version appears in the user’s Memories for later use or immediate sharing.
While regular Lenses already offer AR effects, this AI-powered version takes things a step further by tailoring animations based on individual clips. That means more unique and personalized content, making each Snap stand out.
Exclusive to Snapchat+ Platinum: A Smart Move or a Risky Bet?
Not everyone will get to play with this new tech—at least not right away. AI Video Lenses are only available to Snapchat+ Platinum subscribers, a premium service costing $15.99 per month.
Snapchat+ itself has been a success, amassing 14 million paying users since its launch. However, the company is now experimenting with a higher-priced, ad-free subscription tier under the Platinum label. The question is: will this new feature be enough to convince users to upgrade?
What Snapchat+ Platinum Offers:
| Feature | Snapchat+ ($3.99/month) | Snapchat+ Platinum ($15.99/month) |
|---|---|---|
| AI Video Lenses | ❌ | ✅ |
| Ad-Free Experience | ❌ | ✅ |
| Early Access to Features | ✅ | ✅ |
| Custom App Icons | ✅ | ✅ |
| Priority Story Replies | ✅ | ✅ |
For an extra $12 per month, Platinum users get ad-free browsing and AI Video Lenses. While an ad-free experience is a strong incentive, the AI Lens feature alone may not be enough to justify the price jump for many.
Will AI Video Lenses Drive More Subscriptions?
Snapchat has a strong track record of delivering features that resonate with its audience. But are AI-powered video effects enough to push more users toward an expensive subscription?
- Tech Enthusiasts & Creators – Those who actively use AR effects for content creation may find this a game-changer. The ability to create truly unique video effects could be a selling point.
- Casual Users – For the average user, the difference between regular Lenses and AI Video Lenses may not seem significant enough to warrant a monthly fee.
- Ad-Free Appeal – If Snapchat pushes its ad-free experience more aggressively, it could make the Platinum plan more attractive overall.
It’s worth noting that AI Video Lenses are likely to roll out to all users in the future, similar to how Snapchat has introduced exclusive features before eventually making them widely available.
The Bigger Picture: AI’s Role in Snapchat’s Future
Snapchat has always been ahead of the curve when it comes to integrating AI and AR. From Bitmoji avatars to real-time AR filters, the company continuously refines its interactive experience.
The introduction of generative AI-powered video effects marks a significant leap forward. It signals that Snapchat is investing in advanced AI tools to keep users engaged and differentiate itself from competitors like Instagram and TikTok.
If these AI Video Lenses prove popular, we could see Snapchat rolling out more AI-driven tools, possibly interactive storytelling features or AI-generated backgrounds for video calls.
For now, though, the success of Snapchat+ Platinum depends on whether AI-powered effects can justify the price tag. Will users see it as a must-have feature, or just a nice-to-have add-on? That’s the real test.
