Snapchat has been experimenting with generative AI-powered augmented reality lenses in its app for the last couple years. Now, the company is allowing users to make their own with a new standalone app for making AR effects.
Snap is introducing a new version of its Lens Studio software that allows anyone to create AR lenses through text prompts and other simple editing tools, and publish them directly to Snapchat. Up to now, Lens Studio has only been available as a desktop app meant for developers and AR professionals. And while the new iOS app and web version aren’t nearly as powerful, it offers a wide range of face-altering and body-morphing effects thanks to generative AI.
“These are experimental new tools that make it easier than ever to create, publish, and play with Snapchat Lenses made by you,” the company explains in a blog post. “Now, you can generate your own AI effects, add your dancing Bitmoji to the fun, and express yourself with Lenses that reflect your mood or an inside joke–whether you’re on the go or near your computer. “
Snap gave me an early look at the Lens Studio iOS app, and I was pleasantly surprised by how much flexibility it offered. There are AI-powered tools for transforming your face, body and background via detailed text prompts (the app also offers suggestions of the kinds of prompts that work well, like “detailed zombie head with big eyes and nose, lots of details.”)
There’s a bit of a learning curve to figuring out what works well for each type of effect, and some of the generative AI prompts can take up to 20 minutes to render. But the app also offers dozens of templates that you can use as a starting point and remix with your own ideas. You can also make simpler face-altering filters that don’t rely as heavily AI but take advantage of popular Snapchat effects like face cutouts or Bitmoji animations. (A few examples of my creations are below, both used AI to create a background I overlaid other effects onto.)
Snap already has hundreds of thousands of lens creators, some of whom have been making effects for the app for years. But I can easily see this new, simpler version of Lens Studio opening the door for many more. There could also be some upside for creators hoping to take advantage of Snapchat’s monetization programs: the company confirmed that users who publish lenses from the new app will be eligible to participate in its Lens Creator Rewards program, which pays creators who make popular AR effects.
A more accessible version of Lens Studio could also help Snap compete with Meta for AR talent. (Meta shut down Spark AR, its platform that allowed creators to make AR for Instagram last year.) In addition to Snapchat’s in-app effects, the company is now on its second generation of standalone AR glasses. More recently, Snap has focused on big-name developers to make glasses-ready effects, but the company has previously leaned on Lens Creators to come up with interesting use cases for AR glasses. Those types of integrations will likely require much more than what’s currently available in the new pared-down version of Lens Studio, but making AR creation more accessible (with the help of AI) raises some interesting possibilities for what might one day be possible for the company.
Jim Lanzone, the CEO of Engadget’s parent company Yahoo, joined the board of directors at Snap on September 12, 2024. No one outside of Engadget’s editorial team has any say in our coverage of the company.
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