It looks like Snapchat is going all-in on its augmented reality (AR) efforts with the launch of its next-generation Lens Studio, highlighted at its Lens Fest 2025. The platform will feature powerful AI tools and expanded monetization opportunities for creators.
Creators can leverage generative AI to quickly produce effects, add Bitmoji avatars, and remix popular templates to drive viral trends and engagement on Snapchat. The platform will also allow users to build, debug, and iterate AR Lenses through simple text prompts. Users can access Lens Studio through both mobile and web.
Snapchat also added a new framework called Blocks, which are essentially reusable, AR-ready components, including scripts, assets, and effects, that serve as building units for creating Lenses. The framework is accessible via Lens Studio AI.
Apart from the new platform, Snapchat is also doubling down on its creator economy with new monetization features. Lens Creator Rewards are expanding to include Lens+ Payouts, permitting developers to earn revenue based on user engagement from premium Snapchat subscribers. In addition to that, the Camera Kit technology powering AR beyond Snapchat has removed mandatory branding, which will allow developers to deliver professional, zero-cost AR experiences across apps and websites.
Snap is readying its platforms to ensure the public launch of its new Spectacles glasses that will come with Snap OS 2.0. The new generation of Spectacles will support richer AR interactions powered by AI, with features such as Travel Mode and EyeConnect enhancing usability and social sharing. Spectacles will also integrate the new Commerce Kit, enabling in-Lens payments, which would be a first in commercial AR-based commerce.
Snap is also making sure it has the necessary infrastructure to handle loads of content, with the help of Snap Cloud. The cloud infrastructure will offer developers fast APIs, secure storage, and real-time capabilities to enable high-performance, privacy-safe AR experiences at scale, from interactive games to location-based adventures.
Snapchat also updated gaming on its platform, with new features coming to Lens Games such as live multiplayer matchmaking integrated directly into Chat, and developer tools such as character and camera controllers easing game creation workflows.
You can read the full announcement of the Lens Fest 2025 here.