• by Colin Kirkland , September 18, 2024

Snapchat, known for leading the social media landscape in augmented reality technology and functionality, is now pushing the boundaries of artificial intelligence with a new in-app tool that allows creators to “make engaging videos with AI from a simple text, or soon, image prompt,” according to Ceci Mourkogiannis, the company’s vice president of product, who delivered the keynote at Snap’s 2024 Partner Summit on Tuesday. 

The AI-powered video tool, currently available in beta for a small group of testers, builds on Snap’s recent AI tools -- like My AI  -- allowing creators to make short video clips by typing in whatever they want to see in video form, such as a “zebra taking a space walk.” 

Mourkogiannis says any AI-generated videos shared on Snapchat will be labeled with a Snap AI watermark, or “context card,” to alert users which content has been created using AI technology.

The company is in the process of running safety tests on the product before announcing a public launch date to try and avoid any offensive or harmful uses of the video tool. 

Snap says the system will eventually be able to animate images as well -- which, depending on its official launch, could put the platform ahead of other leading social apps competing for younger users, creator talent and subsequent ad revenue.

TikTok and Instagram have hinted at eventually launching their own AI-generated video tools, but have yet to do so. By allowing influencers to seamlessly create any short-form video they want, it is likely that brands would be interested in building new-age campaigns for younger audiences on Snap. 

Right now, 20% of Snapchat’s 850 million global users are between the age of 13 and 17 years of age and the platform has been the preferred messaging and video-sharing platform for Gen Z users since 2020, according to Statista, which estimates that the app will reach 50 million Gen Z users in the U.S. by 2025, surpassing other platforms like TikTok, Pinterest, X and Reddit in this age group.

A tool that uses AI to create video could also boost creator interest in the app. According to Snap, over the last year the number of creators posting publicly has more than tripled, as creators posted almost 10 billion Snaps to their Stories. The company also says that there are nearly 15 billion interactions happening between creators and their viewers on the app every day. 

“If Snap can make AI-generated videos easily functional for creators, they’ll be a first mover in the space and become a trusted platform in AI at a time when many creators and Gen Zers are skeptical about the quality, performance and consistency of AI enabled content,” Shaina Zafar, an executive at United Talent Agency (UTA), which represents viral artists, creators and entertainers, told The Drum. 

Snap also announced other AI-powered creator tools at its Partner Summit event this week, including a GenAI suite for Lens Studio focused on simplifying the process of text-to-AI object creation, and various animation tools allowing creators to integrate their AR experiences with their Bitmoji.