Snapchat now has a new AI tool for content creators

As another Snapchat submission to the AI assignment given to almost every tech company, the company revealed that it now has a text-to-video generation tool for creators on its platform. Soon, there won't be an excuse to send boring blank snaps as you'll be able to make interesting snaps by just typing, and eventually, with image prompts too.

Snapchat revealed this text-to-video AI tool at its Snap Partner Summit on Tuesday. It gives creators another way to showcase their imagination by typing a prompt (as you would for AI image generators) and turning that into a video. This was made possible by the company's in-house video model.

Snapchat's generative AI capabilities set it apart from competitors like Instagram, which only offers a simple AI chatbot. Combined with its other AI improvements, Snapchat could see a surge in popularity, potentially moving up from its current position as the 9th most popular social platform according to Statista.

The company also recognized the ethical issues attached to this, so it reassured the public that this feature had undergone several tests to ensure it didn't produce anything unpleasant or harmful.

They also placed safety measures at every stage of the generation process, including icons and context cards on Snaps to let you know when it's made with Snap AI. And a watermark at the top when said snap is downloaded and shared.

Right now, it appears the feature is only available to select Creators on Snap with plans to extend it to more Creators soon. Snapchat creators are accounts that actively post stories to a public profile and have grown an audience. In other words, not just anyone can use this feature. At least not yet.

Snapchat has also not released videos made by the model so we don't know what it looks like yet. But, it shouldn't take long before we get to compare this new tool with other dedicated text-to-video apps like Google’s Veo and OpenAI's Sora.