Social Rocket
Snapchat is significantly expanding Lens+. Starting on 21 September 2026, new AI features are rolling out that let users turn chat messages into short songs, automatically correct photos, reimagine Snaps and generatively change stickers or fonts. The new tools are part of the paid Lens+ package within Snapchat+.
Snap describes the features in its official newsroom. They are being rolled out in all markets where Lens+ is available; according to the company, access may still vary by region for several weeks.
"Create Song" turns chats into short AI songs
The most striking innovation sits right in the messenger. Users can press and hold a message, select Create Song and then choose a music genre. Snapchat generates a short song from it, which can be listened to before sending and shared directly in the conversation.
This moves a previously typical external GenAI workflow directly into social interaction. Users no longer need to copy text into a separate music tool, but can use the feature where the conversation is already taking place.
AI Photoshoot rescues failed shots
With AI Photoshoot, Snap wants to automatically correct typical snapshot problems. Examples mentioned include closed eyes, an unflattering expression, poor lighting or an unfavourable moment. The goal is not primarily a completely new image, but editing an existing shot so it better matches the intended moment.
There is also AI Remix. With it, Lens+ subscribers can transform a received Snap into a new style or a different scene and send it back as a creative reply. Stickers can also be converted into other looks; for captions, AI-generated text styles such as bubble letters, spray paint or fuzzy effects are added.
Snap increasingly uses AI as a premium feature
Strategically, the more interesting point is not the individual gimmick but the business model behind it. Lens+ is an additional premium tier within Snapchat+. Snap now reports more than 25 million Snapchat+ subscribers worldwide. New AI tools are therefore not only distributed as a reach feature but monetised directly as part of a paid product package.
Similar shifts are visible on other platforms too. Meta now bundles additional AI limits and creator features into Meta One and other Plus tiers. For social platforms, generative AI is thus increasingly a question of subscription revenue and premium differentiation, not just a free engagement feature.
What marketers can take away
The new Lens+ features are not new ad or business creative tools. For brands, the update is still relevant because it shows which design formats Snapchat is directly integrating into users' everyday communication: quick image corrections, remixes, generative typography and AI music are becoming native interaction formats.
If you plan organic Snapchat content or creator collaborations, you should therefore keep an eye on which of these formats actually get picked up in chats and Snaps. This is particularly interesting in light of the growing focus on episodic and entertaining formats, which we already placed in context in Snapchat's Microdrama trend.
At the same time, Snap continues to invest in new hardware and AR interfaces. The current Snap SPECS for 2.195 dollars show that the company is looking for new revenue models in both premium software and AR hardware.
For social teams, the direction in which AI image editing is moving overall is also interesting. Tools of this kind are also emerging outside the platforms, for example with Google Pics. Snap, by contrast, is trying to build the same functions directly into chat, the camera and remix mechanics.