The major social media giants are constantly looking for ways to captivate their users. Unique and innovative solutions engage users and increase their involvement with a particular social network. This engagement allows the app to achieve good results and remain competitive in the market. One of the latest updates is the AI lenses introduced by Snapchat, which we will explore in more detail in this article.
The Evolution of Snapchat Over the Years
Snapchat’s history began back in 2011 when Evan Spiegel, along with Bobby Murphy and Reggie Brown from Stanford University, came up with the idea of creating an app where videos or photos sent to users would disappear after being viewed. While other social networks were focused on public sharing and permanence, this idea was unique.
From the very beginning, the app gained popularity among teenagers and young adults, and by the end of 2012, users were sending more than 50 million photos daily. In 2013, the company introduced the “Stories” feature, where content would remain visible for 24 hours, and this format is now one of the most popular across almost all major social media platforms.
In 2015, the app launched the “Discover” feature, marking the start of branded media content, where users could view content from brands, publishers, and others. Another surge in popularity occurred in 2016 when the app introduced filters utilizing augmented reality (AR) technology.
Over the years, with the growing competition from Instagram, user engagement slowly decreased, yet Snapchat still boasts over 40 million active users.
Artificial Intelligence Opens the Door to New Snapchat Feature – AI Lenses
Snapchat introduced AI lenses for its “Platinum” subscribers, which feature AI-generated elements such as flowers, animals, and more. “Snapchat Platinum” is currently available to users for $15.99 per month.
Initially, users will have access to three AI video lenses: one featuring a fox cuddling on their shoulder, raccoons running around the person, and a flower bouquet appearing at the bottom of the screen. However, the company assures that subscribers will have access to more such AI lenses every week. 
Latest Snapchat AI lenses. Image source: Snap Inc.
Snapchat claims that these lenses are based on the company’s own generative video model, providing the most advanced AI tools currently available to “Snapchatters.” According to the company, they are among the first to allow the community to directly use cutting-edge augmented reality (AR), machine learning (ML), and AI tools.
Until now, Snapchat had been associated with leadership in augmented reality (AR), but it now seems to be entering a new phase of artificial intelligence.
This move could reignite interest in the app itself. Primarily, such AI lenses stimulate creativity, and with more lenses available in the future, users will be able to create more unique content.
Additionally, since this feature is available only to subscribers, it’s likely that the number of such accounts will increase due to growing interest, and the constantly new effects may help retain these users.
Final Thoughts
The integration of AI is becoming increasingly significant and inseparable from the progress of social media platforms. Snapchat is becoming another social network stepping forward into AI development, offering a creative and unique experience to users with AI lenses.
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