More than 300m people use AR on Snapchat and more than 85% of daily users in the MENA region interact with Lenses every day.
Snap Inc. has signed a Memorandum of Understanding (MoU) with Qatar’s Government Communications Office (GCO) to establish the first Augmented Reality (AR) Academy in the MENA region. Announced at Web Summit Qatar 2025, this initiative marks a major step toward fostering digital innovation and unlocking creative potential across the region.
The launch of the AR Academy reflects Snap’s commitment to investing in the MENA digital ecosystem by equipping both emerging and established partners with advanced AR capabilities. By empowering the next generation of AR creators and developers, this collaboration aims to accelerate digital transformation and expand opportunities within the region.
Sheikh Jassim bin Mansour bin Jabor Al Thani, Director of the GCO and Chairman of the Permanent Web Summit Organising Commitee, said: “Our partnership with Snap to launch the region’s first Augmented Reality Academy marks a strategic milestone in empowering digital talent and driving technological innovation. This initiative aligns with Qatar’s National Vision 2030 in building a knowledge-based economy and nurturing the next generation of creators by equipping them with the essential tools and skills to navigate global digital transformations. Through our investment in such pioneering programmes, we continue to strengthen Qatar’s position as a regional centre for digital excellence and technological innovation.”
Hussein Freijeh, General Manager of Snap Inc. in the Middle East, added: “We continue to bet on AR technology as we believe its potential is limitless. AR brings joy and utility to everyday life, enables brands to drive real business results, and empowers developers to push creative boundaries. The long-term success of the technology requires a vibrant developer and creator ecosystem, which is critical to the digital transformation taking place in the region. Once again we are honored to work hand in hand with GCO to drive the growth and digital upskilling of the thriving talent pool and we cannot wait to see the groundbreaking work they produce.”
For over a decade, AR has been central to visual communication, with Snapchat pioneering its evolution into a tool for creativity, self-expression and spatial computing. From interactive retail try-ons to the latest advancements in generative AI, AR has transformed how users engage with digital experiences. Currently, over 300m people use AR on Snapchat, and in the MENA region, more than 85% of daily Snapchat users interact with Lenses every day. In Q4 2024 alone, Snapchatters engaged with Gen AI-powered Lenses more than 4bn times.
Snap Inc. continues to support the AR creator and developer community through various programmes, tools and initiatives designed to enhance creative expression. With over 375,000 AR creators and developers worldwide having built more than 4m Lenses, Snap’s fifth-generation Spectacles have further expanded opportunities for interactive and immersive AR experiences.
The MoU signing was a key highlight of Web Summit Qatar 2025, where Snap played a central role in showcasing its AR advancements. Attendees experienced live demonstrations of Snap’s latest technology, including Snap Spectacles and expert-led AR masterclasses, highlighting how AR is shaping authentic connections and digital interactions across the GCC.
