Snapchat Unveils Major AR Innovations at Lens Fest 2025

Snapchat has announced a comprehensive suite of augmented reality innovations at its annual Lens Fest 2025 event. The platform is introducing advanced AR creation tools, AI-powered development features, expanded gaming capabilities, and new monetization pathways designed to simplify AR creation and enhance creator earnings.

Enhanced AR Creation and AI Integration

The updates include “Realistic StyleGen” for creating lifelike clothing simulations and improved “FaceGen” technology for more realistic digital expressions. New 3D generation tools enable creators to produce digital representations of real people, while “AI Clips” allows image-to-video Lens creation. Most significantly, Snapchat’s launching “Lens Studio AI,” a conversational bot that lets anyone build AR projects by describing their vision. The platform is also introducing “Blocks,” templated AR components that simplify project development and can be customized or shared with the community.

Gaming Growth and Monetization Expansion

Snapchat’s AR gaming has surged, with 130% engagement increase over the past year and 175 million monthly active players. The platform is rolling out a “Games Chat Drawer” to integrate Lens games directly into messaging, alongside new development tools including character controllers, camera presets, and input customization options. Live multiplayer matchmaking is coming soon to drive further interaction.

On monetization, Snapchat’s expanding its “Lens Creator Rewards” program with new “Lens+ Payouts,” enabling creators to earn based on engagement from premium subscribers. Additionally, the company is removing Snapchat branding requirements from Camera Kit projects, allowing creators to build custom AR experiences for clients.

These developments represent Snapchat’s strategic push as it prepares to launch its AR Specs hardware next year, positioning itself as a leader in accessible AR technology and creator-focused innovation.