Snap’s Srivatsan Jayashankar on how India’s AR ecosystem is shaping global trends

Snapchat has been at the forefront of augmented reality (AR) innovation, pioneering immersive experiences that enhance digital interactions across industries. With India emerging as a global hub for AR creativity, Snap’s initiatives are fueling the growth of developers, brands, and businesses in this space.

Snap Inc showcased the transformative power of Augmented Reality (AR) at the second annual India AR Day event held in Mumbai recently, highlighting how the company is driving a future-forward vision for AR, fostering creativity, and building a thriving ecosystem, particularly within India's dynamic developer landscape.

Snap’s AR ecosystem is booming, as more than 375,000 creators worldwide have built over 4 million AR Lenses, which Snapchatters have engaged with more than 4.5 trillion times in just the last year.

In an exclusive conversation with Adgully, Srivatsan Jayashankar, Head of AR Partnerships, India, Snap Inc., delves into the latest advancements in Snap AR, the rise of generative AI in content creation, the future of AR wearables, and how India’s vibrant AR ecosystem is shaping global trends.

Snapchat has been a pioneer in AR innovation. What key advancements in Snap AR are you most excited about, and how do you see them shaping the future of digital interaction?

At Snap, we believe great technology enhances our lives and provides new ways to deepen connections with friends, family, and the world around us. Augmented reality is at the forefront of this transformation, and we’ve pioneered AR at scale—driving billions of interactions every day.

While AR began as a playful tool for self-expression, it is now evolving into a powerful driver of digital interaction, impacting everything – from shopping and education to entertainment and communication. We’re particularly excited about how AI is supercharging AR, making it more intuitive and personalized. Our latest advancements in Lens Studio, including Generative AI-powered AR, are enabling developers to create even richer, more immersive experiences.

With over 375,000 creators worldwide building nearly 4 million AR Lenses, Snap’s AR ecosystem is thriving. In India, AR adoption has been phenomenal—over 85% of Snapchatters use Lenses during festivals, showing how deeply embedded AR is in cultural moments. The next frontier is making AR even more seamless and accessible through wearables, and our fifth-generation Spectacles showcase what’s possible in the future of hands-free, immersive computing.

You mentioned that India has the highest number of Lenses published on Snapchat globally. What unique trends or cultural influences have you observed in India’s AR development ecosystem?

India is a powerhouse of AR creativity, and that’s reflected in how Lenses are designed to celebrate festivals, regional identities, and cultural moments. Over 85% of Indian Snapchatters use AR Lenses for festivals, with creators designing experiences for everything from Durga Puja and Pongal to Ganesh Chaturthi and Janmashtami.

One standout trend is hyperlocal innovation. AR creators aren’t just coming from metro cities, but also from Tier 2 and 3 towns like Goraya, Prayagraj, Cochin, and Ambala. The growth of India’s AR developer network has been phenomenal, and we’re supporting this by hosting 120+ Lens Studio meet-ups in 2024, reaching over 6,000 developers across Surat, Coimbatore, Rajkot, Trichy, Gwalior, and more.

Additionally, Indian brands are embracing AR to engage Gen Z in fresh, interactive ways. Campaigns like Britannia Treat’s “Croissant Pronunciation Challenge” and JioCinema’s IPL AR experience are great examples of how brands are tapping into Snap AR’s interactive potential.

With the launch of Snap’s fifth-generation Spectacles and Snap OS, how do you envision the future of AR wearables, and what role will they play in everyday life?

For well over a decade now, we’ve believed that AR wearables represent the future of computing. AR wearables have the potential to seamlessly blend digital experiences with the real world. Today, most AR experiences happen on smartphones, but the next big shift will be towards AR glasses that will seamlessly integrate into our daily lives, becoming as natural as regular eyewear.

Spectacles are our most advanced AR glasses yet. Unlike VR headsets that transport users into a virtual world, Spectacles are designed to enhance the real world – whether its navigating real-time overlays, learning new skills through AR tutorials, or creating immersive entertainment experiences.

The long-term vision will be on making AR something that is always just there, and not something you need to open to enhance your daily life in intuitive ways. As we continue investing in wearable AR, the focus will be on making it more lightweight and useful for everyday scenarios.

The rise of generative AI is transforming content creation. How is Snap integrating AI with AR, and what opportunities does this create for developers and brands?

AI and AR are a powerful combination, and at Snap, we’re using AI to unlock a whole new level of creativity in AR, making it more dynamic, creative, and accessible. Our latest updates in Lens Studio integrate GenAI, allowing developers to create more immersive and personalized AR experiences. One of our biggest advancements, Easy Lens, lets creators generate high-quality Lenses in minutes using simple text prompts – no coding needed.

For brands, this opens up entirely new possibilities. AI-powered AR try-ons can generate hyper-personalized shopping experiences, while GenAI can create real-time, dynamic content that adapts to user interactions. AI takes the complexity out of AR creation for Developers. With GenAI tools in Lens Studio, more creators – seasoned and beginners – can bring their ideas to life faster than ever.

Snap is also using AI to enhance Lens recommendations, ensuring that Snapchatters discover the most relevant AR experiences effortlessly.

Monetization remains a key concern for AR creators. What initiatives is Snap taking to ensure developers and brands can build sustainable businesses using AR?

We believe AR creators should have real opportunities to monetize their skills and build sustainable careers. A few tools that we offer are:

The Lens Creator Rewards is a new program that recognizes and rewards top-performing AR creators based on the engagement their Lenses receive. We actively work to connect AR creators with brands, enabling them to build sponsored Lenses and interactive campaigns. Leading brands like Myntra, Britannia, Jio Cinema and more brands have already leveraged Indian AR creators for innovative campaigns.

Moreover, businesses can integrate Snap’s AR tech into their own platforms, creating a new revenue stream for developers who specialize in building customized AR solutions. This all has only been possible thanks to our talented ecosystem of AR developers. We actively host over 6,000+ Indian AR developers, training them via regular meetups. We have held over 120+ meetups for AR developers, giving them the skills and connections needed to turn their talent into a business.

One example is Persica Picardo, Co-Founder of XRFX Studio. She started using Lens Studio in 2018 and now runs a full-fledged AR studio, employing creators across India and recently surpassing a $100,000 revenue milestone. Stories like hers prove that AR is not just about creativity – it’s a scalable business opportunity. As AR continues to grow, we’re committed to ensuring that creators gain visibility and monetize their talent in meaningful ways.

What is your long-term vision for AR at Snap, and how do you see India’s role in driving global innovation in this space?

The vision is to build a future where immersive technology enhances real-world experiences, making interactions more expressive, efficient and entertaining. AR is already reshaping industries, from retail to education to entertainment and communication. The next frontier is making technology even more integrated into daily life – whether through mobile, wearable or beyond.

India is already one of the most exciting AR markets globally, and is playing a pivotal role in this journey. The sheer creativity, scale, and enthusiasm from developers here are shaping the future of AR.

With continued investment in local creator programs, university partnerships, and cutting-edge AR experiences for brands, we see India driving global innovation in AR, influencing how the world interacts with immersive technology. We’re really excited to support and grow this community every step of the way.

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