At this year’s Web Summit Qatar 2025, guests will walk through an immersive AR journey, showcasing the evolution of Snap’s AR.
Snap Inc. has strengthened its presence in the MENA region by investing in the next generation of augmented reality (AR) developers and enhancing AR capabilities at Web Summit Qatar 2025. With over 85% of Snapchat users in the GCC engaging with AR lenses daily, the company is ensuring the region remains a hub for digital innovation.
Attendees at this year’s Web Summit Qatar will embark on an immersive AR journey, demonstrating how Snap’s AR technology has evolved beyond entertainment into a tool for self-expression, discovery and cultural storytelling. From face Lenses to interactive AR try-ons and real-time applications powered by generative AI, Snap’s AR continues to push the boundaries of immersive experiences for developers and businesses.
Snap will also highlight its latest hardware innovation—the fifth generation of Spectacles—which enables software experiences. Guests will have the chance to explore the future of communication through shared AR interactions, offering a glimpse into how computing, reality and human connection will converge in new ways.
For the first time in the region, Snap has partnered with Virginia Commonwealth University School of Arts Qatar (VCUarts Qatar) to empower 50 young creatives from the university’s Foundation and BFA programs. Through the initiative Building a Snapchat Lens, Building Your Career, students will gain hands-on experience in AR development. The session, led by Joseph Darko, Global Head of AR Developer Relations at Snapchat, will highlight AR’s transformative potential and help students unlock their creative skills.
Hussein Freijeh, Vice President of Snapchat in MENA., said: “We’re excited about the opportunity that AR holds, both globally and in our region. Our core priority is to support the ongoing digital transformation across the GCC and help our partners and governments achieve their tech-driven agendas. With AR, we have the power to enable brands to drive business impact, empower developers to create immersive AR experiences, as well as create a positive impact on people’s lives through shared experiences.”
Freijeh added: “Following an incredibly successful event last year, we are delighted to once again be taking center stage at this pioneering Summit. This year we’re excited to showcase how Snapchat’s suite of sophisticated AR tools continue to enrich the way people communicate, learn, and experience the world around them.”
In addition to interactive experiences, four of Snap’s top experts will lead discussions at Web Summit Qatar 2025.
Qi Pan, Global Director of Spectacles AR Platform, will explore how Spectacles are shaping the future of human connection and spatial computing.
Valentina Cullati, Director of EMEA Creative Strategy and Global Production, will discuss how AR is seamlessly integrated into daily life, emphasizing the role of creators in shaping cultural connections.
Youmna Borghol, Head of Marketing Science, EMEA, will highlight the evolving landscape of digital marketing and how brands can optimize measurement strategies to maximize impact.
With a lineup of discussions, workshops and live demonstrations, Snap Inc. aims to drive the conversation around AR’s potential in MENA, empowering developers, businesses and communities as they embrace the future of digital innovation.
