Snapchat announced numerous innovations at Lens Fest 2025. This includes not only AI-powered creative tools, but also expanded monetization options for creators and developers.
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Meanwhile, Snapchat wants to boost sales growth again with new AI functions. At this year’s Lens Fest, the platform presented a range of AI tools, features and monetization options that make it even easier for developers and creators to create AR experiences and earn money from them.
The new specs are coming – developers benefit
Since 2021, Snapchat’s Spectacles have been available as fully functional AR glasses; previously, users had to view the AR effects via an app on their cell phone. The next generation of Specs will arrive in 2026 – and developers will be able to sell digital products and premium features directly in Spectacles Lenses for the first time. Snapchat has also announced the following new features for the specs:
- With Travel Mode, AR experiences can be used on the go without tracking interruptions, for example on a plane.
- Eye Connect allows you to set up shared lenses by simply looking at the person next to you.
- The Snap Cloud powered by Supabase is intended to provide a powerful and secure infrastructure for AR and AI projects.
There are also new possibilities for realistic AR content outside of the glasses. With Realistic StyleGen, items of clothing, light and perspective can be realistically translated into lenses, while the optimized FaceGen technology offers more depth of detail for avatars’ facial features. You’ll soon be able to generate personalized lenses from photos and videos thanks to the new AI Clips feature.
Create and monetize lenses with AI
For a few months now, brands on Snapchat have been able to use sponsored AI Lenses to use personalized content to address target groups. Creators now also have another opportunity to earn money with Lenses: With Lens+ Payouts, they benefit directly from the use of their Lenses by subscribers. With the Camera Kit, creators can also use AR in various applications free of charge, even outside of the platform.
Meanwhile, the new Lens Studio AI Assistant is available for developers. This offers support with coding, can identify errors and even generate complete lenses. As the platform announced a few months ago, Lens Studio is now also available for mobile devices and the web. This makes it possible to create lenses on the go – if necessary also via AI-supported chat.
AR Creation for everyone –
Snapchat launches Lens Studio app and web tool
