Social Media
Organized annually by Snap, Lens Fest has become one of the most influential events shaping the future of augmented reality. This year’s theme focused on AI-powered creation tools, social gaming experiences, new revenue models in the creator economy, and the evolving Spectacles ecosystem. At Marker Groupe, we explored the event to understand the future of AR marketing for both brands and developers.
The Era of Automation in Production with Lens Studio AI
This year, Snap completely redesigned Lens Studio, placing artificial intelligence at its core. With the new Lens Studio AI feature, developers can now create AR effects, 3D scenes, and code blocks simply through text prompts. In addition, the Blocks Framework system enables developers to build reusable effect, animation, and script blocks. This modular approach brings flexibility and faster production cycles to creative workflows, empowering brands with more efficient content creation.
Enhanced Realism and Visual Quality
The event introduced AI Clips, a feature that automatically generates short video Lenses from a single image. The improved Face Effects Editor and FaceGen technologies now deliver more natural lighting and shading on facial expressions, elevating the AR experience to a new level. These innovations allow brands in fashion, beauty, and entertainment industries to craft more realistic and engagement-driven campaigns.
Gamified AR Experiences
Lens Fest 2025 highlighted the growing role of gamification within the Snapchat ecosystem. With the latest tools, developers can now integrate character control, camera scenarios, and multiplayer interactions directly into Lenses. The new Games Chat Drawer integration enables users to play AR games with friends inside chats. This system provides brands with opportunities to build game-based campaigns that enhance user engagement and loyalty.
Creator Economy and Revenue Models
To further support creators, Snap expanded its Lens Creator Rewards program. Creators can now earn income based on engagement from Lens+ and Snapchat Platinum users. Moreover, the Camera Kit SDK has been made freely available to all developers, giving brands easier access to AR technology. These updates are helping establish a sustainable digital economy model for both individual creators and brands.
Spectacles and Snap OS 2.0 A New Era in Hardware
Snap has entered an intensive preparation phase for its new Spectacles glasses, set to launch in 2026. The new Snap OS 2.0 includes WebXR support, a built-in browser, Travel Mode, and EyeConnect features. This system allows users to enjoy a seamless AR experience even while on the move. Snap’s vision aims for all existing Lenses to work flawlessly across future hardware.
Community and Creative Collaborations
The event also showcased standout creative projects, collaborations with cultural institutions, and Snap’s $3.5 million creative support fund. Partnerships with organizations like Verizon and LACMA demonstrated the cultural and artistic potential of AR technology. These initiatives reinforce Snap’s ambition to be not just a technology platform, but a global community dedicated to the future of augmented reality.
To learn more about Marker Groupe’s development services, visit MarkerGroupe.com or reach out to us via hello@markergroupe.com.
