Snap Inc.
Snapchat generative AI
What Snap Inc. says Snapchat generative AI puts into the files it makes, by file type, quoted from Snap Inc.'s own pages. Covers images made with Snapchat's generative AI features, such as AI Snaps, Dreams and other My Selfie features.
At a glance
| File type | Content Credentials | Invisible watermark | AI label in metadata | Visible mark | Tool named in metadata |
|---|---|---|---|---|---|
| Images | Not stated | Not stated | Not stated | May be added | Not stated |
Images
- Content CredentialsA signed record (C2PA) of how the file was made, sealed so any change shows.
Not stated. None of Snap Inc.'s pages listed under Sources read says so.
- Invisible watermarkA signal woven into the pixels, frames, audio or wording, meant to survive copying.
Not stated. None of Snap Inc.'s pages listed under Sources read says so.
Snapchat describes no invisible watermark.
- AI label in metadataA plain metadata field (IPTC Digital Source Type) saying AI made the content. Anyone can add or remove it.
Not stated. None of Snap Inc.'s pages listed under Sources read says so.
- Visible markA mark you can see, such as a logo or a sparkle in a corner.
Snapchat says that when a user exports or saves an image made with features such as AI Snaps to Camera Roll, a watermark of the Snap Ghost with sparkles may be added to show it was created with generative AI. Snap announced the watermark on April 16, 2024.
Snapchat says not all AI-generated images will include the watermark.
Quoted passage What is the Snap Ghost with sparkles watermark?
Some generative AI-powered features, like AI Snaps , allow you to create or edit images. When you export or save a generated image to Camera Roll, a watermark of a Snap Ghost with sparkles may be added to those images. The purpose of these watermarks is to provide transparency that the image was created with generative AI and is not real or based on real events, even if it is a realistic style.
AI on Snapchat: Improved Transparency, Safety, and Policies
Quoted passage AI Transparency, paragraph 4
Soon, we will be adding a watermark to AI-generated images. It will appear on images created with Snap’s generative AI tools when the image is exported or saved to camera roll. Recipients of an AI-generated image made on Snapchat may see a small ghost logo with the widely recognized sparkle icon beside it. The addition of these watermarks will help inform those viewing it that the image was made with AI on Snapchat.
Quoted passage What is the Snap Ghost with sparkles watermark?, note
Please Note : Not all AI generated images will include a Context Card or watermark. Images created with non-Snap products may not be labeled as AI generated.
- Tool named in metadataThe tool or model written into ordinary file fields, such as Software or Creator.
Not stated. None of Snap Inc.'s pages listed under Sources read says so.
Snap's My Selfie Terms bar removing Snap watermarks, metadata, or other features or logos when sharing outputs off Snapchat, but Snap names no metadata field or standard.
Limits and detection
- Checking tool from the makerA way the maker offers to check a file for its traces.
Not stated. None of Snap Inc.'s pages listed under Sources read says so.
Snap describes no detection or verification tool.
- What the maker says about limitsIn the maker's own words.
Snapchat says not all AI-generated images will include a Context Card or watermark, and that images created with non-Snap products may not be labeled as AI-generated.
Quoted passage What is the Snap Ghost with sparkles watermark?, note
Please Note : Not all AI generated images will include a Context Card or watermark. Images created with non-Snap products may not be labeled as AI generated.
- What the maker says about limitsIn the maker's own words.
Snap's Terms of Service, effective September 21, 2026, prohibit altering, obscuring or removing any watermark or disclosure that Snap's AI features apply to outputs, and misrepresenting outputs as human-generated. Snapchat tells users that removing the Snap Ghost watermark violates its terms, and the My Selfie Terms bar removing Snap watermarks, metadata, or other features or logos when sharing outputs off Snapchat.
Quoted passage What are the dos and don'ts of generative AI on Snapchat?; Don'ts
Do not remove Snap’s Ghost with sparkles watermark as it is a violation of our Terms.
Snap Inc. Terms of Service (and Snap Group Limited Terms of Service)
Quoted passage Snap Inc. Terms of Service, 6. AI Features
alter, obscure, or remove any watermark or disclosure applied to Outputs by the AI Features; […] misrepresent Outputs as having been human-generated or otherwise generated without the use of artificial intelligence.
Quoted passage 2. The Basics, paragraph c
If you decide to share off Snapchat, you cannot remove Snap watermarks, metadata, or any other features or logos, and doing so is a violation of these My Selfie Terms.
Sources read
Each page below was read and the quoted passage found on it. Last verified October 19, 2026.
- Generative AI on SnapchatSnap Inc. (Snapchat Support)
- AI on Snapchat: Improved Transparency, Safety, and PoliciesSnap Inc. (Snap Values)
- Snap Inc. Terms of Service (and Snap Group Limited Terms of Service)Snap Inc.
- My Selfie TermsSnap Inc.
- Ads API: MediaSnap Inc. (Snap for Developers)