Snapchat Unveils Major Updates at Snap Partner Summit 2024

The highly anticipated Snap Partner Summit (SPS) 2024 has brought significant updates to Snapchat, enhancing user experience and creative possibilities. This week’s event highlighted a redesigned profile interface, new tools for content creation, and an upgraded AR Lens Studio. These enhancements are expected to boost Snapchat’s appeal in the GCC, where users engage with the platform an impressive 45 times daily.

Snap Inc. CEO Evan Spiegel showcased a new platform makeover aimed at streamlining communication, photography, and entertainment. This refreshed design, currently being tested globally, focuses on simplifying the app experience for users.

In a major leap forward for Augmented Reality (AR), Snapchat introduced an improved Lens Studio, enabling developers to create more sophisticated AR experiences. The new Easy Lens feature, powered by AI, allows users to generate AR Lenses in minutes by simply typing in their ideas. With 80% of consumers in the MENA region eager for daily AR use, these updates will be crucial for brands looking to engage more effectively with their audience. The updated GenAI Suite includes tools like Animation Blending, Body Morph, and Icon Generation, facilitating faster and more creative AR production.

SPS 2024 also announced enhancements for creators. The new Profile Design allows users aged 16 and older to easily switch between personal and public accounts, pin favorite Snaps to their profiles, and engage with fans through photo and video replies.

Hussein Freijeh, Vice President of Snap Inc. in MENA, emphasized the platform’s role in maintaining meaningful connections. “Snapchat has been a key part of the GCC’s social fabric,” he said, highlighting that the new features will strengthen user engagement and foster creative expression.

Additionally, Snap introduced the fifth generation of Spectacles, the AR glasses that provide immersive Lens experiences and integrate with MyAI, expanding Snapchat’s reach into three dimensions. These advancements are set to further solidify Snapchat’s position as a leading digital communication and creative platform.