Snap Launches AI Video Generator, Beating Rivals to Market
Snapchat introduces a new AI video-generation tool that allows select creators to produce videos from text and image prompts. The feature includes visible watermarks and safety guardrails as Snap races ahead of competitors like TikTok and Instagram.
Snapchat unveils a new AI video-generation tool at its annual Snap Partner Summit, giving select creators the ability to produce videos from text and image prompts. The beta feature launches on the web today for a small group of creators, powered entirely by Snap's own foundational video models. The company currently keeps the technology exclusive to creators and does not plan a wider public release.
To maintain transparency, Snap automatically labels all AI-generated content with icons, context cards, and a persistent watermark that remains visible even when users download and share the clips. The company also emphasizes safety, noting that its models undergo rigorous evaluations and utilize multiple mitigation layers during training, prompting, and final output generation to prevent the creation of harmful material.
This move positions Snap ahead of major social media rivals like TikTok and Instagram, which have yet to release similar text-to-video features to their users. However, without any public examples of the tool's output, it remains uncertain how Snap's technology compares to upcoming offerings from established AI players like OpenAI and Adobe, or specialized startups like Runway.