News

Snapchat Rolls Out Sponsored AI Lenses In UAE And KSA

The new ad format lets users transform themselves with creative, AI-powered effects that brands can seamlessly integrate into.

Published

1 year ago

April 30, 2025

Nour Nasir

Snap

Snapchat has introduced Sponsored AI Lenses in the UAE and Saudi Arabia, offering brands a new way to engage with Snapchatters through immersive, AI-driven experiences. Powered by Snap’s proprietary Generative AI technology, the ad format allows users to creatively transform their appearances and surroundings, enhancing brand storytelling with visually striking, shareable effects.

The launch of Sponsored AI Lenses brings an exciting new layer of creativity to Snapchat’s Camera. The Lenses allow users to experiment with everything from nostalgic looks to futuristic styles, turning everyday moments into opportunities for self-expression. Brands can now integrate seamlessly into these experiences, capturing attention while offering Snapchatters a fun, personal, and interactive way to engage with their brand.

The possibilities for Sponsored AI Lenses are practically limitless: For instance, Coldplay, after their historic concert series in the UAE, used the new ad format to promote their “Moon Music” campaign. Fans were invited into a celestial experience through an AI-generated lens that not only captivated users but also encouraged widespread sharing, creating a closer connection with the band’s audience.

In the GCC region, where Snapchat users open the app a staggering 45 times a day, Sponsored AI Lenses offer brands a compelling opportunity to boost engagement. By tapping into this high-frequency interaction, brands can improve visibility and foster greater loyalty through dynamic, interactive content. In addition, Snap’s AI-powered technology reduces the complexity of ad creation, eliminating the need for intricate 3D models or VFX. The streamlined process allows for the creation of high-quality, AI-generated content in as little as three days.

Also Read: Influencer Growth Fuels Saudi Creator Economy Surge

Accessible via the Lens Carousel, where over 300 million users engage with augmented reality (AR) daily, Sponsored AI Lenses help brands reach a broad audience with impressive scale. The format is designed to create an impact across the entire sales funnel — boosting brand awareness, increasing interaction, and encouraging shares — all from a single, seamless placement.

As Snapchat continues to experiment with Augmented Reality and AI, features like Sponsored AI Lenses give brands the opportunity to integrate more deeply into the creative, cultural moments that make Snapchat such a dynamic platform.

Related Topics:Artificial Intelligence Snapchat

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Syria Just Got Its First Super App Featuring Built-In Digital Payments

Built by UAE-based Syrian founders with the Ministry of Tourism’s backing, My Syria lands as visitor numbers more than double.

Published

5 days ago

August 1, 2026

Nour Nasir

syria just got its first super app featuring built-in digital payments

For most of the past decade, paying for anything in Syria with an international card was effectively impossible. Sanctions, a collapsed banking sector, and years of isolation left the country running on cash. That is what makes the launch of My Syria — the country’s first super app — more than a routine product announcement.

Developed by 121 Living, a company founded by four UAE-based Syrian entrepreneurs — Rami Kaiem, Feras Kaiem, Waseem Qudmani, and Kinan Madi — the app launched in Damascus on July 30 under the patronage of Minister of Tourism Mazen Al-Salhani. It bundles hotels, restaurants, transport, attractions, food delivery, and other lifestyle services into a single platform, currently offering eight services with plans to expand to more than 40 verified tourism and hospitality providers across the country.

Although the app already sounds enticing, the headline feature is its built-in payments. My Syria is the first platform in Syria to support cross-border digital payments through Apple Pay, Google Pay, Visa, Mastercard, and American Express — familiar tools for international visitors, and a route into the digital economy for local businesses that have long operated outside it.

my syria super app launch event

The launch rides on a sharp rebound for the troubled country. Syria’s tourism sector recorded 3.52 million visitor arrivals in the first half of 2026, a 111 percent increase over the 1.67 million during the same period in 2025 — a mix of returning expatriates, regional visitors, and international tourists.

Also Read: This UAE Platform Wants To Replace Fashion Photo Shoots With AI

The Ministry of Tourism, which supported and supervised the app’s development, frames the launch as proof of concept for a wider strategy. “Digital transformation is one of the Ministry’s strategic priorities because it enables us to build a more competitive, connected and investment-ready tourism sector,” Al-Salhani said, inviting technology companies “globally, regionally and locally” to explore opportunities across the wider economy.

For 121 Living, this is phase one, with additional services and expanded geographic coverage planned. Whether a super app can flourish in a market still rebuilding its infrastructure is an open question, but for the first time in years, a visitor to Damascus can pay for dinner with their phone.