With 80% of consumers in the MENA region expressing a desire to use AR daily, these updates will be crucial for local brands aiming to build meaningful connections with their audiences.
The sixth Snap Partner Summit (SPS) has introduced a series of updates aimed at improving the Snapchat experience for users, creators and businesses. Key announcements included a revamped profile design, new tools for content creation and community building, and enhancements to the AR Lens Studio, positioning Snapchat as the go-to digital communication platform in the GCC, where users open the app an average of 45 times a day.
Snap CEO Evan Spiegel led the event, revealing a simplified Snapchat interface focused on communication, photography and entertainment. Other executives demonstrated how the updates would benefit both personal users and businesses. The redesigned platform is being tested globally, with an emphasis on making the app more intuitive.
As a leader in Augmented Reality (AR), Snap also revamped its Lens Studio, offering developers more powerful tools to create advanced AR experiences. A new “Easy Lens” feature, powered by AI, allows users to design AR Lenses in minutes by simply describing what they want to create. This is especially significant in the MENA region, where 80% of consumers express interest in using AR daily, giving local brands new ways to engage with audiences. The Lens Studio’s GenAI Suite now includes features like Animation Blending, Body Morph and Icon Generation, streamlining the creative process.
Snapchat also rolled out updates for creators, with a new Profile Design that allows users 16 and older to easily switch between personal and public accounts. Creators can now pin favourite Snaps to their public profiles and convert replies into photo or video responses, fostering stronger connections with followers. These updates are set to boost engagement and creativity across the platform.
Hussein Freijeh, Vice President of Snap Inc. in MENA, said: “In a time of transformation, not only in the region but across the world, relationships with those who matter most to us remain more important than ever. For a decade, Snapchat has been a digital extension of the GCC’s social fabric, making it the platform of choice for staying connected with family and friends. The pioneering updates announced at SPS ensure these relationships remain a fundamental part of the platform, from expressing creativity with friends through new AR lenses, to developing game-changing tools for businesses to build real connections with their audiences. We are confident that the new features announced will further strengthen our community and drive more engagement.”
He added: “One of our core focuses for the region is supporting our thriving creator community, and the amplified Snap Star Collab studio announced at SPS will strengthen this goal. Excitingly, creators will now be able to share engagement and demographic data directly with brands, helping to unlock new opportunities for real and impactful partnerships on the platform.”
SPS also saw the introduction of the fifth generation of Spectacles, the see-through, standalone AR glasses that allow users to experience immersive Lenses together, use MyAI and extend Snapchat experience into three dimensions.
The full list of updates from the Snap Partner Summit includes Snapchat App News, AR, Creators and Partners.
New AI features have also been added, including an AI Grandparents Lens that allows users to see their elderly selves. Snapchat+ subscribers will enjoy AI-generated captions and Lenses for their Memories, along with new AI Snaps to share with friends. Additionally, My AI has become more advanced, capable of interpreting parking signs, translating menus and identifying plants. In the fashion realm, Snapchat will launch new Bitmoji accessories, starting with Snap-yellow Crocs and upcoming handbag collaborations with Prada and Miu Miu.
Snapchat has made significant updates to its AR and creator features. Lens Studio has been completely rebuilt, enabling AR developers to collaborate and create more advanced experiences. These AR creations can now be published across Snapchat, partner apps, websites and even on Snapchat’s AR glasses, Spectacles. Additionally, the new Easy Lens tool makes AR creation more accessible by allowing users to build Lenses in minutes through a simple chat interface.
Snapchat’s Snap Star Collab Studio is also getting an upgrade, allowing creators to share engagement and demographic data with brands to boost partnerships.
In terms of partnerships, Snapchat has expanded its Snapchat Cam to over 50 venues, including major spots like Madison Square Garden. A new lip-syncing Lens, featuring Eminem’s song Fuel, is now available, with more tracks from the Sounds library coming soon. Additionally, the NYX Beauty Bestie Lens, powered by generative AI, helps users experiment with endless personalized makeup looks that are easy to share with friends in a Snap.
