Snap Inc. announced its return to Web Summit Qatar with an immersive showcase highlighting the role of Gen AI and augmented reality (AR) in digital transformation. The company revealed how AR continues to evolve as a practical tool for creativity, storytelling, and real-world applications across the region.

The showcase reported that visitors could explore interactive AR experiences reflecting Snap’s technology evolution. These include mobile AR, wearable computing, machine learning, and generative AI, demonstrating how these tools go beyond entertainment to enhance daily life. Snap highlighted its decade-long AR innovation and the support of a global creator ecosystem, showing how AR is applied across Snapchat, Spectacles, AR mirrors, and other digital channels.

Hussein Freijeh, Vice President of Snapchat in MENA and APAC, revealed that the activation emphasizes cultural storytelling, artistic expression, and immersive experiences. He reported, “AR and Gen AI are moving beyond experimentation into real-world use, enabling creators, developers, and businesses to deliver meaningful experiences.”

Each day, more than 350 million people engage with AR on Snapchat, with 80% of users in the region using AR daily. Snap reported that over 400,000 creators and developers have built more than 4 million Lenses through Lens Studio.

The showcase included:

• A National Museum of Qatar experience using Spectacles to explore cultural heritage.
• An AR mirror at Mathaf: Arab Museum of Modern Art, allowing visitors to interact with artistic lenses.
• A generative AI photobooth where visitors could create personalized digital souvenirs featuring Qatar’s landmarks.

Snap also announced that Resh Sidhu, Senior Global Director of Innovation, Specs & Lens Studio Marketing, delivered a keynote titled “From Snapchat to Specs: Making Computing More Human.” Sidhu reported on Snap’s evolution and its focus on camera-first computing, AR, and AI.

Through its presence at Web Summit Qatar, Snap reinforced its commitment to AR and Gen AI, helping creators, developers, and institutions build immersive, culturally relevant digital experiences across the Middle East.

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