It’s been ten years since Snap first brought Lenses to our screens. What started as a fun filter has become one of the most creative spaces in digital culture. This year’s Lens Fest showed just how much further it can go.
Representing Tommy at the event, our Senior Account Manager Dana Grisolano spent the day surrounded by creators, developers, and innovators shaping the future of how we play, connect, and create through AR.
Here’s what stood out for her:
1. AI ISN'T REPLACING CREATIVITY, IT'S REFINING IT
Snap’s approach to AI feels thoughtful and human. It’s not here to take over, but to make things easier.
The new AI debugging tool in Lens Studio is a great example. It can spot and fix bugs in seconds, saving developers hours of frustration. But it still leaves room for them to dive in and solve things their own way. AI isn’t removing people from the process. It’s freeing them up to do what they do best.
TMY SNAP LENS: FX’s PISTOL
2. GAMES AREN'T JUST FUN, THEY'RE POWERFUL
Gamified Lenses are shared to Stories or Spotlight twice as often as other Lenses, with a 40% growth rate year on year. That says it all. People love to play.
For brands, that’s a huge opportunity. AR isn’t just about being seen anymore. It’s about being interacted with, shared, and remembered.
TMY SNAP LENS: RIMMEL LONDON
3. REAL STILL MATTERS
Even with the rise of AI and digital creation, people still crave authenticity.
As one panelist put it perfectly: “Real people still want to see real content from other real people.”
Technology might power the experience, but it’s the human moments that make it meaningful.
TMY SNAP LENS
COCAINE BEAR
Ten years on, Snap’s still proving that creativity and tech can make magic together. When they do, AR doesn’t just look good, it feels good.
The real takeaway? The best AR isn’t about flashy filters. It’s about sparking something real: curiosity, joy, connection.
That’s what we love at Tommy. Using tech to make ideas feel alive, and creating moments people actually want to be part of.
