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  • Writer's pictureIan Morris

Navigating the future: key insights from Web Summit 2023

The tech landscape is ever-evolving, and staying ahead of the curve is essential for any forward-thinking brand. That's why we packed our short-stay travels bags and took the trip to the awe-inspiring Web Summit.

Picture of the Web Summit's stage in Lisbon 2023

Our team attended this year’s Web Summit – a dynamic gathering that delved into the latest trends shaping the business landscape. From embracing AI as an ally to the imperative of sustainable practices, the event provided invaluable insights that can redefine how brands operate in the contemporary business world.

In this blog, we distill the key takeaways from the event and share tips for brands aiming to elevate their strategies in 2024.

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At Threerooms, we provide strategic advice and ambitious design to help brands stand out and thrive. And here we share five things we learned that might help you do just that.

Key insights from Web Summit 2023

1. Embracing technological innovations: AI and visual identity

AI and imagery was a central theme at the event. Speakers highlighted how AI technologies are becoming indispensable tools for helping brands maintain consistency and relevance in their visual identity. From automating design processes, using dynamic images (personalisation and adapting to global markets), to enhancing image recognition (no more misuse of images!), AI is not just a tool but a strategic partner in ensuring that brands coherently stay on brand.

As long as you have comprehensive brand guidelines in place, AI becomes a creative ally, taking care of repetitive tasks, offering data-driven insights, and freeing up human creative energy for more strategic and nuanced aspects of brand communication. By integrating AI in imagery, brands not only stay on brand more effectively but also gain a competitive edge in the rapidly evolving digital landscape.

2. Sustainability: bridging the gap between talk and action

Sustainability emerged as a hot topic (as per) at 2023's Web Summit, with companies showcasing their commitment to eco-friendly practices, even evident in the event’s infrastructure (yep, we noticed the environmentally friendly stands!). However, the gap between talk and action was highlighted.

A thought-provoking question was posed to us: what steps is your company taking to achieve true sustainability?

We are still far off from being completely sustainable. You may talk about it, but take a step back and really think about what tangible steps your brand is taking to participate in a more sustainable future. You might surprise yourself at the gaps.

3. AI as an assistant, not a replacement

A recurring message was the relationship between AI and human effort. The general sentiment is largely focused on ‘Will I be out of a job in a few years?’ but no, it’s far from being a threat. AI is positioned as a powerful assistant, amplifying the capabilities of individuals and teams.

The message is clear: embrace AI as a collaborator, not a replacement, and unlock new dimensions of innovation. It challenges professionals to proactively engage with the evolving landscape. The event stressed the importance of continuous learning and upskilling to ensure that individuals remain indispensable in an era of automation. It’s a call to action for professionals to take control of their career paths and actively shape their roles in a tech-infused future.

4. Startups: catalysts for innovation

The event provided a platform for startups to shine, emphasising their role as catalysts for innovation. These sessions showcased the agility, creativity, and disruptive potential of startups. For established brands, it serves as a reminder to remain open to collaboration, whether through joint ventures or mentorship programs, brands can foster an ecosystem of innovation that benefits both parties.

5. Diversity and Inclusion in branding

Inclusivity is a growing theme in the tech industry, and brands are expected to reflect diverse perspectives. By championing diversity in our branding strategies, we can help clients connect with a broader audience. This may involve creating inclusive visual identities, messaging, and marketing campaigns that resonate with diverse demographics.

In conclusion, the Web Summit provided an insightful picture of the future business landscape. From embracing AI as a creative ally to the imperative of sustainable practices, the event challenged attendees to think differently, act boldly, and leverage the transformative power of technology.

As we reflect on these takeaways, it’s clear that the future belongs to those who are willing to adapt, innovate, and connect. What steps will your brand take to level up in this dynamic landscape? The answers may very well shape your brand’s trajectory in the years to come.

Collaborate with a brand agency

Given the intricacies of SaaS marketing, collaborating with a brand agency can be a strategic move. Brand agencies specialise in crafting and executing marketing strategies tailored to the unique needs of SaaS companies. They have the expertise to align brand strategy with content marketing for SaaS companies, ensuring that messaging is coherent and impactful.

An extension of your team

Threerooms, a multi-award-winning branding agency, has dedicated over 20 years to optimising brands and driving business success. Whether crafting new brands or refining established ones, our team is committed to delivering brand transformation tailored to help you reach your goals. Contact us today, and we’ll show you how we can help.


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