Snap Inc. is making significant strides in the MENA region by investing in the future of augmented reality (AR) developers and enhancing AR capabilities at Web Summit Qatar 2025. With over 85% of Snapchat users in the GCC interacting with AR lenses daily, Snap is committed to keeping the region at the forefront of digital innovation.

Participants at this year’s Web Summit Qatar will experience an immersive AR journey that showcases how Snap’s AR technology has transitioned from mere entertainment to a powerful medium for self-expression, discovery, and cultural storytelling. From face Lenses to interactive AR try-ons and real-time applications driven by generative AI, Snap’s AR continues to redefine immersive experiences for developers and businesses alike.

Additionally, Snap will unveil its latest hardware innovation—the fifth generation of Spectacles—which facilitates groundbreaking software experiences. Guests will have the opportunity to explore the future of communication through shared AR interactions, providing insights into how computing, reality, and human connection will merge in innovative ways.

For the first time in the region, Snap has partnered with Virginia Commonwealth University School of Arts Qatar (VCUarts Qatar) to empower 50 talented young creatives from the university’s Foundation and BFA programs. Through the initiative Building a Snapchat Lens, Building Your Career, students will gain invaluable hands-on experience in AR development. This session, led by Joseph Darko, Global Head of AR Developer Relations at Snapchat, will showcase AR’s transformative potential and help students unlock their creative capabilities.

Hussein Freijeh, Vice President of Snapchat in MENA, expressed enthusiasm about the opportunities AR presents, both globally and regionally. “Our primary focus is to support the ongoing digital transformation across the GCC and assist our partners and governments in achieving their tech-driven goals. With AR, we can empower brands to create meaningful business impacts, enable developers to craft immersive AR experiences, and foster positive changes in people’s lives through shared experiences.”

Freijeh further stated, “After the tremendous success of last year’s event, we are thrilled to once again take center stage at this groundbreaking Summit. This year, we are eager to demonstrate how Snapchat’s advanced AR tools continue to enhance the way people communicate, learn, and engage with the world around them.”

In addition to interactive experiences, four of Snap’s leading experts will host discussions at Web Summit Qatar 2025.

Qi Pan

Global Director of Spectacles AR Platform, will delve into how Spectacles are shaping the future of human connection and spatial computing.

Valentina Cullati

Director of EMEA Creative Strategy and Global Production, will explore how AR is seamlessly woven into daily life, highlighting the role of creators in fostering cultural connections.

Youmna Borghol

Head of Marketing Science, EMEA, will discuss the evolving landscape of digital marketing and how brands can optimize measurement strategies to maximize their impact.

With a diverse lineup of discussions, workshops, and live demonstrations, Snap Inc. aims to spark conversations about AR’s potential in MENA, empowering developers, businesses, and communities as they embrace the future of digital innovation.