Snapchat is stepping up its game with a brand-new AI video-generation tool for creators, announced at the annual Snap Partner Summit.
This innovative tool lets select creators generate videos from text prompts, and soon, from image prompts too.
Starting today, a small subset of creators can access this tool in beta on the web. Sorry, non-creators, Snap AI Video isn’t expanding beyond the creator community just yet.
Ceci Mourkogiannis, Snap’s VP of Product, emphasised the importance of transparency: “We use icons and context cards to let you know when a Snap is made with Snap AI.” Plus, every piece of content created with Snap AI Video will carry a watermark, ensuring viewers know it’s AI-generated, even when shared or downloaded.
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Snap’s own foundational video models power this tool, and the company is taking safety seriously. Their models undergo rigorous testing to prevent harmful content, with safety checks during model training, prompt creation, and output stages.
Snap’s move places it ahead of social media giants like TikTok and Instagram, who haven’t yet launched text-to-video AI generators. Although Meta teased a similar tool, Make-A-Video, back in 2022, it’s still not publicly available. Snap is clearly aiming to compete with startups like Runway and big names like OpenAI and Adobe, both of which are planning to release their own text-to-video AI tools later this year.
While Snap hasn’t showcased any outputs from its new tool, the anticipation is high. Will Snap’s AI video-generation tool outshine the competition? Only time will tell. Stay tuned!
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