Snapchat unveils its initial AI Lens with open prompts, offered at no cost in the US.

Snapchat is providing its new “Imagine Lens,” the initial open prompt image-generation AI Lens from the company, at no cost to all users. Initially, the Lens debuted in September, accessible only to paying subscribers. Through the Lens, users have the ability to modify their Snaps via tailored prompts or create entirely new ones.

As an example, you might instruct the application, “Transform me into an alien” following a selfie, or request a “grumpy cat” image. The company proposes utilizing the Lens to experiment with Halloween costume ideas, or to imagine your friend with a different appearance, among other possibilities.

Generated results are shareable with friends, can be posted to your Snapchat Story, or distributed beyond the app.

This expanded accessibility of the AI Lens occurs following the releases of AI video creation applications from Meta (Meta AI) and OpenAI (Sora), which are competing for the focus of younger users using even more sophisticated AI tools and capabilities than simple photo alterations.

To illustrate, Sora enables users to produce videos of themselves after supplying the app with a one-time video and audio recording to register their appearance. These AI-generated personas, known as “cameos,” can be shared among friends, enabling them to co-star in videos.

This places pressure on social apps such as Snapchat to maintain pace, making the free accessibility of the AI image Lens a seemingly worthwhile investment for the app’s developer.

Previously, Snapchat’s AI Lens was exclusively available to Lens+ and Snapchat Platinum Subscribers, according to the company. With this wider distribution, Snap is providing a limited number of image generations to all free users. At the outset, free users within the U.S. can utilize the new Lens, with intentions to expand to other markets, beginning with Canada, the UK, and Australia.

The Lens can be located near the front of the in-app Lens Carousel, or you can find it by searching its name. To start creating, select the caption to modify your prompt, or use one of the provided suggestions for inspiration.

The company points out that Snapchat users utilize Lenses upwards of 8 billion times daily.