What an amazing week it has been in Lisbon. Meeting technology and design professionals at the Web Summit 2024, while discussing transformative trends across digital strategies, developments in Ai, fintech, innovation, new media and web content.
It was my first time taking a front-row seat at this annual event that brought together over 71,000 attendees, speakers, start-up founders, investors and exhibitors. This year, 15th edition, the focus was split across several themes (summits) - each with allocated stage and exhibition space, including: Ai, Startups, Creative, FinTech, Corporate Innovation and New Media.
In addition, the main stage offered keynote presentations and case studies from well known brands and trendsetters such as Apple, Microsoft, Lego, Visa, LVMH, Lenovo, Adobe, Bizum and Revolut - all opening a window to see what the near future holds for us, with insights into emerging shifts in artificial intelligence, sustainability, finance, and global policy.
Here are my key take-aways that I will continue to reflect on and explore further to embrace how the world around us will inevitably change:
Artificial Intelligence in the next 5 years:
Web Summit explored potential of AI as the next ground-breaking general purpose technology (GPT). Major discussions addressed ethical, regulatory and societal impacts of AI. Presenters often emphasized the importance of a human-centered approach to AI, seeking ways to balance productivity and innovation with accountability and transparency, particularly given the risks around AI-driven deepfakes, misinformation and bias.
Leaders like Geoffrey Hinton (British-Canadian computer scientist and cognitive psychologist) and Brad Smith (Microsoft’s President) pointed out that clear guidelines are essential for AI to enhance our societies responsibly.
Number of session explored also how new AI-powered solution help to deliver better customer experience not by replacing human to human interactions but by enhancing those, and revolutionising how customers interact with brands either through digital or physical channels. In the coming years we will see further wider adoption of AI powered tools across our all areas of our life, including any type of services to the point when AI becomes a baseline instead of innovation. AI remains a central force for change, with experts predicting increased automation in routine jobs and new applications that will reshape industries, from customer service to manufacturing. It becomes invisible enabler in both enhanced and new services we access in our professional or personal life; from personal and investment banking, productivity assistants on our computers and smartphones to numerous new mobile applications allowing us to be creative faster, easier and on the go.
Accessibility and Human-Centered Design:
Both were focal points across keynote presentations and throughout the Creative Summit stream; with speakers addressing the impact of inclusive design and innovations enabling greater accessibility. Sarah Herrlinger (Head of Accessibility at Apple) highlighted how Apple's commitment to designing for accessibility aligns with its belief that accessibility is a human right and how it drives product and digital innovations for all Apple users. Herrlinger shared how Apple integrates these principles into product development, including advances using AI and machine learning to enhance experiences for users.
The summit also showcased projects and products shaped by human-centred design, including presentations from Cristiano Amon (CEO of Qualcomm) on transforming experiences with Generative Ai ( Gen Ai becomes the new UI) and Alex Hamilton from Dentsu. Alex discussed “Project Humanity” and how Dentsu’s lab is driving global human-centered innovation that prioritizes both user experience and social impact. These initiatives emphasise using AI to create inclusive digital products that cater to diverse needs.
Digital Transformation:
Developments in AI drive new innovations, data-centric decision-making, sustainability in tech, and personalization of customer experiences across industries powered by new capabilities. Companies are increasingly using data insights to create hyper-personalized customer experiences - areas where both service design and user experience design have significant impact to shape and deliver user-centric new digital solutions that meet customer and business needs, delight with overall experience and drive innovation further. Nevertheless, with heightened concerns over data security, digital transformation strategies are incorporating robust security and compliance measures, especially in light of evolving regulations in Europe and other regions.
Atul Bhardwaj, the Chief Digital and Technology Officer at LEGO, detailed the company´s recent digital transformation journey extending to all aspects of the business, from consumer-facing products like apps and games to internal operations and supply chain management. This resulted in significant improvements in customer experience, operational efficiency, and business growth.
Summit explored both the productivity gains from generative AI in industries like healthcare and finance and the importance of regulatory frameworks to address concerns about data privacy, bias, and workforce impact
Blockchain:
Recent developments show growing role of blockchain in simplifying digital transformations across various sectors, from finance to logistics, while addressing issues such as scalability, security, and regulatory compliance. A major revelation at the summit was the launch of "Hyperchains" by the Aeternity Foundation. Hyperchains offer a no-code platform that enables individuals and enterprises to create customized blockchains easily, combining Proof of Stake and Proof of Work mechanisms to anchor to established blockchains like Bitcoin.
This development democratizes blockchain adoption by reducing technical barriers, making blockchain more accessible for varied use cases, from supply chains to financial systems. Hyperchains, for instance, combine proof-of-stake and proof-of-work mechanisms to create enterprise-ready blockchains, offering secure, scalable, and regulatory-compliant applications. Their no-code setup and Web2 compatibility make these technologies accessible for widespread adoption in industries from finance to supply chain management.
Tokenization was also highlighted as a fast-growing segment, with predictions that it could transform traditional assets into blockchain-based tokens, thereby streamlining transactions and enhancing transparency. Tokenization is expected to see accelerated adoption in sectors like real estate and financial services, where it enables fractional ownership and opens up new investment opportunities.
Furthermore, there was a lot of interest in NFTs (Non-fungible tokens), particularly around their role in digital identity verification. At the Summit, NFTs were explored as not just collectibles but as assets enabling verified, secure online identities for users and businesses, signaling a shift in how digital assets might support online identity frameworks in the future.
Insights from Web Summit 2024 offered a good glimpse into the future of digital transformation and evolution of how new web technologies are changing all aspects of our life.
A future where digital transformation is not only about technological advancement but also about integrating ethical considerations, sustainability, and human-centric design methods to meet the demands and expectations of a rapidly changing world.
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