Doha, Qatar : Snap Inc. is participating in Web Summit Qatar with an interactive exhibit highlighting the growing role of augmented reality (AR) as a powerful tool for digital transformation, creativity, and storytelling across the region. This exhibit underscores Snap's ongoing commitment to supporting the region's digital ecosystem by showcasing practical and tangible AR applications that are transforming how we engage with culture, arts, and heritage.

Visitors to this year’s summit will experience an interactive augmented reality (AR) experience showcasing the evolution of Snap’s technologies, from mobile AR and machine learning to wearable computing and generative AI. This experience will demonstrate how these innovations can be used to enhance our daily lives, as well as for everyday conversations and entertainment. With over a decade of innovation in AR and a global ecosystem for content creators, Snap will demonstrate how AR has evolved into a practical platform for digital transformation, enabling partners to move from experimentation to practical application across Snapchat, Spectacles , AR mirrors, and its digital channels.

On this occasion, Hussein Freijeh, Vice President of Snap for the Middle East, North Africa, Asia Pacific, and North Africa, said: “ We are delighted to be participating in Web Summit this year, where we are highlighting the role of augmented reality and artificial intelligence technologies in shaping the digital transformation taking place in the region. As these technologies move from the experimental stage to actual use, Snap is helping companies, creators, developers, and partners to transform these technologies into meaningful, practical experiences. Our participation in Web Summit Qatar reflects our long-term commitment to the region, and this year’s events, including the Spectacles- powered experiences, demonstrate how augmented reality and generative AI technologies are helping to enable cultural storytelling, artistic expression, and the creation of interactive moments of connection. They also highlight how Snap integrates technology, creativity, and heritage in a way that is local and achieves a global impact.”

On Snapchat, more than 350 million people interact with augmented reality (AR) daily, and 80% of them in the region use this technology daily, reinforcing its pivotal role as a tool for self-expression, content discovery, and communication through shared digital experiences. Supported by a global community of over 400,000 AR creators and developers who have built more than 4 million lenses using Lens Studio , Snap demonstrates that AR has become a widespread platform supporting communication, commerce, culture, and live experiences.

The Snap Pavilion experience is designed as an interactive journey inspired by culture, art, and heritage, taking visitors on a tour through three distinct yet interconnected experiences. Each experience highlights a different use of augmented reality, while together they demonstrate how the Snap platform combines hardware, software, and creativity to enrich how people experience the world around them. Collectively, these experiences illustrate how augmented reality is evolving into a practical driver of digital transformation, with the platform offering a wide range of practical applications.

Experience Spectacles at the National Museum of Qatar

The journey begins with a cultural experience presented through Snap’s Spectacles , in collaboration with the National Museum of Qatar. Visitors interact with cultural narratives in a shared spatial environment using augmented reality technology, demonstrating how wearable AR can unlock new possibilities for preserving, exploring, and engaging with heritage. This experience builds upon a collaboration agreement previously announced by Snap following the opening of its Qatar office, and is part of the company’s ongoing investment in the country’s cultural and creative landscape.

Museum: Arab Museum of Modern Art

The second experience highlights art through an interactive augmented reality mirror inspired by Mathaf: Arab Museum of Modern Art. Leveraging SNAP's machine learning technology, this experience allows visitors to see themselves within the event through artistic lenses inspired by masterpieces of modern Arab art. It demonstrates how augmented reality can be a creative tool, blending technology and artistic expression to enhance engagement with contemporary art and visual culture.

AI-powered generative photo booth

The journey concludes with a heritage-themed, generative AI-powered photo booth where visitors can create a personalized digital souvenir featuring a prominent Qatari cultural landmark as a backdrop. This experience highlights how generative AI can be used to create meaningful, personal moments, celebrating identity, place, and history through technology.

Snap will also be featured on the main stage of Web Summit Qatar, where Reesh Sidhu, Senior Global Director of Innovation and Marketing at Specs & Lens Studio , will deliver a talk titled "From Snapchat to Specs: Humanizing Computing." In this session, Sidhu will discuss Snap's evolution over more than a decade and how the company's focus on presence, authenticity, and genuine human connection has shaped its approach to camera-based computing, augmented reality, and artificial intelligence.

Through its participation in the Web Summit Qatar, Snap continues to lead conversations about the role of augmented reality in the future of communication and creativity, while supporting developers, creators and institutions in exploring new ways to build immersive digital experiences within a local cultural framework across the Middle East.

About Snap Inc.

Snap Inc. is a technology company that believes cameras offer the best opportunity to improve how people live and communicate. We contribute to human progress by giving people the chance to express themselves, live in the moment, learn about the world, and have fun together. Snap Inc.’s three main products are Snapchat, a social media app that allows users to record, broadcast, and share photo messages; Lens Studio , an augmented reality platform that powers augmented reality across Snapchat and other services; and Spectacles, augmented reality glasses.

Please visit the official website snap.com.

For media inquiries: snap.mena@webershandwick.com

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