Snapchat introduced “Animate It,” an AI-powered video generation feature that creates custom animations from text prompts. The tool is Snapchat’s first open-prompt video-generation Lens and uses the company’s internally developed AI video-generation model.

Lens+ subscribers can access Animate It in Snapchat’s camera by searching for the feature, entering a custom prompt, or selecting from suggested options, then generating a personalized video within seconds.

The platform designed the tool to enable users to “animate a reaction, dream up a mini-movie, or turn a playful idea into a dynamic clip,” according to the announcement.

The feature expands on Snapchat’s initial video AI Lenses, launched in March, which offered predefined animation options, including raccoons, foxes, and spring flowers, according to Social Media Today. The new tool removes those restrictions, allowing users to enter any prompt to create custom animations.

Internal AI Development

The Animate It Lens relies on Snap’s internally developed AI video generation model, a departure from the company’s previous approach. Snapchat’s existing My AI feature uses large language models from OpenAI and Google for text-based queries, per Social Media Today.

The launch follows Snapchat’s Dec. 18 introduction of Quick Cut, a Lens-powered tool that transforms photos and clips from users’ Memories into beat-synced videos. Quick Cut launched on iOS with plans for Android expansion and joins Timeline Editor, available in Director Mode, as part of Snapchat’s suite of in-app content production tools.

Both features support content creation for personal sharing and Spotlight posts while keeping users in the application throughout the production process.

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