Snap Inc. signs landmark MOU with Government Communications Office (GCO) at Web Summit Qatar 2025 to launch first Augmented Reality Academy in the MENA region
MOU unlocks the creative potential of the region’s impressive talent pool and fuels thriving digital ecosystem Doha, Qatar, 26 February 2025: Snap Inc. has signed a landmark Memorandum of Understanding (MoU) with Qatar’s Government Communications Office (GCO) to launch the first Augmented Reality (AR) Academy in the MENA region. Announced at Web Summit Qatar 2025, the agreement marks a significant step in unlocking creative potential across the region and driving digital innovation. The partnership with GCO for the first AR Academy will unlock new opportunities and empower the next generation of AR creators and developers. This move also underscores Snap’s long-term commitment to investing in MENA’s digital ecosystem, by building AR capabilities for partners both old and new, which is critical to digital transformation agendas. 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 programs, 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 said: “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”. AR has played a pivotal role in visual communication for more than a decade, pioneered by Snapchat and widely loved by online communities and brands all over the world for its ability to elevate creativity, connection and self-expression. From retail try-ons, and now Gen AI, Snapchat has evolved AR into a tool for human connection and spatial computing. Today, over 300 million people use AR on Snapchat and more than 85% of MENA daily users interact with Lenses every day. In Q4 2024 alone, more than 400 million Snapchatters engaged with Gen AI-powered Lenses over 4 billion times. Developers and creators are central to the potential of this technology and Snap is committed to supporting this community through a variety of programs, opportunities and tools to help them build experiences and grow their creative potential. Currently, more than 375,000 AR creators, developers, and teams from nearly every country in the world have built over 4 million Lenses. Many of these are created using fifth generation Snap Spectacles, which have capabilities to better build and experiment with AR, allowing users to interact with the world and each other in entirely new ways. The MOU punctuated an action-packed Web Summit, which saw Snap take a central role in showcasing the evolution of its AR technology and reinforcing the positive role the tech plays in fostering authentic connections across the GCC. Snap’s presence included live tech demonstrations, Snap Spectacles, expert-led discussions, and AR masterclasses, bringing the power of AR to life for attendees.
Snap Inc. Steps Up AR Investment in the Region to Empower the Next Generation of Developers at Web Summit Qatar 2025
Middle East, 19 February 2025: In a region eager to embrace emerging technologies, Snap Inc. is stepping up its investment in the region by empowering the next generation of Augmented Reality (AR) developers in MENA and building their AR capabilities at Web Summit Qatar 2025. With over 85% of GCC Snapchatters engaging with AR lenses daily, Snap is ensuring that the region remains at the forefront of innovation in this rapidly evolving digital landscape. At this year’s Web Summit Qatar 2025, guests will walk through an immersive AR journey, showcasing the evolution of Snap’s AR and how the technology has grown beyond entertainment to become a powerful tool for self-expression, discovery, and cultural storytelling. From face Lenses to interactive AR try-ons and real-time utility and now Gen AI, Snap’s AR continues to inspire developers and businesses alike to enhance community engagement and design immersive experiences. Snap will also shine a spotlight on the company’s hardware technology – Snap’s fifth generation of Spectacles – that enable truly groundbreaking software experiences. Guests will have the opportunity to experience first hand the future of communication and see what it is like to interact together in the same shared experience all while being grounded in reality, giving them the chance to experience computing, the world, and one another in totally new ways. For the first time in the region, Snap has partnered with Virginia Commonwealth University School of Arts Qatar (VCUarts Qatar) bringing a new initiative that will empower 50 young creatives from the university’s Foundation year and BFA programs with tools that will help them shape the future of AR and contribute to the region’s digital ecosystem. Titled “Building a Snapchat Lens, Building Your Career”, the educational session led by Joseph Darko, Global Head of AR Developer Relations at Snapchat will showcase the transformative power of AR and allow students to unlock their creative potential. “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,” said Hussein Freijeh, Vice President of Snapchat in MENA. “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.” added Freijeh. What’s more? Four of Snap’s renowned experts will lead inspiring sessions at Web Summit Qatar 2025, covering a range of topics on AR and its impact on social connectivity. Qi Pan, Snap’s Global Director, Spectacles AR Platform, will walk attendees through a journey of augmented reality, starting with innovation in mobile AR then looking at how Spectacles will foster the next generation of human connection and spatial computing. Valentina Cullati, Director of EMEA Creative Strategy and Global Production, will explore how AR is not just a tool but is a behaviour, seamlessly integrated into daily life. Valentina will delve into the role of creators as cultural architects, building moments of connection that resonate deeply and will share why Snapchat – from its unique position of empowering creativity that drives real results – is the right place to create real impact. Youmna Borghol, Head of Marketing Science, EMEA, will offer an overview on how marketers must adapt to stay ahead in a fast-changing environment with many new challenges. Youmna will explore how comprehensive measurement strategies can provide deeper, more actionable insights, and share how to refine strategies to better quantify and optimize the impact of marketing efforts on business outcomes. Through an inspiring schedule of talking sessions, engaging workshops and informative live demonstrations, Snap intends to drive the conversation around the possibilities created by AR and the opportunities it enables for the community, developers and partners, as stakeholders navigate the exciting future of the digital landscape in the region.
Gadget Guide: XREAL One Pro: Sleek AR glasses that turn any space into your personal cinema
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