Snap Inc. is putting a lot more money into the Middle East with the goal of helping the next generation of Augmented Reality (AR) makers. This project is happening at the same time as the Web Summit Qatar 2025. At that event, Snap wants to improve AR capabilities across the MENA area. Over 85% of Snapchat users in the Gulf Cooperation Council (GCC) use AR glasses every day. Snap aims to maintain the GCC’s position at the forefront of digital innovation.

At the Web Summit, people will go on an immersive AR trip that shows how Snap’s AR has changed over time. This technology is no longer just for fun; it is become an important way to express yourself, learn new things, and tell culture stories. Face Lenses, interactive AR try-ons, and real-time utility features will be part of Snap’s offers. These show how AR can bring people together and make experiences more immersive.

Snap and the Virginia Commonwealth University School of Arts Qatar (VCUarts Qatar) have teamed up to give 50 young artists from the school’s Foundation year and Bachelor of Fine Arts classes new opportunities. “Building a Snapchat Lens, Building Your Career” is the name of the project that Joseph Darko, Global Head of AR Developer Relations at Snapchat, will be in charge of. The goal of this learning lesson is to show how AR can change things and help students see how creative they can be.

The Vice President of Snapchat in MENA, Hussein Freijeh, was excited about the chances AR gives the area. He said that Snap’s main goal is to help the GCC become more digital by making it easier for partners and states to set tech-driven goals. Freijeh said, “With AR, we can help brands make a business effect, give developers the tools they need to make immersive AR experiences, and make people’s lives better by sharing experiences.”

Four of Snap’s experts will also be leading discussions at the event about different AR subjects. Snap’s Global Director of the Spectacles AR Platform, Qi Pan, will talk about the history of augmented reality and how it can help people connect with each other. Valentina Cullati, who is in charge of creative strategy and production for EMEA and the world, will talk about how AR fits into everyday life and how creators can help people connect in important ways.

Youmna Borghol, who is in charge of marketing science in EMEA, will talk about how marketers can change to a world that is changing quickly. She will talk about complete measurement strategies that give you useful information and how to improve your marketing strategies to get better business results.

Through a number of interesting sessions, workshops, and live demos, Snap Inc. hopes to start conversations about what AR can do and how it can help the community, developers, and partners navigate the exciting future of the digital world.