CI&T’s Web Summit Recap: Navigating the AI-Driven Future

Dec 18, 2024 | min read

CI&T

With over 70,000 attendees from 153 countries, this year’s Web Summit gathered some of the biggest names and brightest minds to talk about the future, so our team headed back to Lisbon to join the conversation.

From laundry-sorting robots to the impact of Trump’s return, nothing was left undiscussed. However, AI was unsurprisingly the star of the show - whether as a part of a company’s front-and-center strategy or how it moves clandestinely in the background as “quiet technology.”

Below, we share some of our key highlights, and our keynote talk.

The next wave of AI innovation

While the potential of AI and use cases were heavily addressed, much of the content focused on how companies can strategically move forward beyond simple applications. These topics involved governance, ethical concerns, ROI, deployment strategies, and how organizations can ensure AI touches every point of their operations.

Qualcomm’s CEO, Cristiano Amon, offered a compelling perspective on concepts like ‘AI on the Edge’, ‘GenAI as the New UI’ and promoting an ‘AI-First’ approach. The latter resonated with us at CI&T, as we are big proponents of instilling an AI-first mentality company-wide for a hyper-productive workforce. (Read our VP of Technology, EMEA, Mark Rodseth’s article on the topic to learn more).

From a design perspective, this viewpoint is related deeply to the ongoing debates within the community regarding the future trajectories of AI technologies. Magnus Ostberg, Chief Software Officer at Mercedes, Tom Hale, CEO of Oura (the smart ring), and Linda Yao, VP at Lenovo, also explored this view.

Brad Smith, the Vice Chair and President of Microsoft, presented a transformative vision of AI, likening it to electricity. He framed AI as a new ‘General Purpose Technology (GPT)’ that unlocks vast market opportunities. In his discussion, he also addressed the energy challenges associated with AI deployment, which sparked considerable discourse across different event stages.
Additionally, Kuo Zhang, President of Alibaba, introduced an innovative conversational agent aimed at assisting small businesses, which could serve as an inspiration for developing customer-centric solutions.

The consensus among many speakers was clear: while AI offers remarkable capabilities, ensuring that the human element remains at the forefront of creative processes is imperative. For example, Karen Boswell, VML’s Global CXTO, remarked, “Humans with AI will replace humans without AI.” This further highlights the importance of maintaining genuine human insight amidst the rapid rise of automation.

Another particularly memorable quote came from David Abraham of Wonderhood Studios, who encapsulated the essence of AI's role in storytelling: “AI gives us new tools, sure, but the art of storytelling is still in human hands.” This sentiment underscored the need for human creativity and insight in an increasingly automated world.

CI&T’s Bruno Guicardi: “The path to shiny objects is through the mundane”

The second day of the summit was a particularly significant one for CI&T: Paula Englert, Founder and CEO of Box1824 (part of CI&T), moderated the Corporate Innovation Stage, introducing a keynote presentation from our Co-Founder & President Bruno Guicardo titled “How to prepare for the AI Tsunami”.

During his presentation, he shared his insights on how companies can drive tangible impact with Gen AI. His tip? Start small - don’t try to push your entire organization. Deploy Gen AI in the safest areas and in the safest way possible so lessons can be learned and the technology can gradually grow within a company. However, people’s expectations will increase as technology evolves, so it’s essential to keep moving.

He highlighted the importance of immediate value and quick wins in building momentum for AI initiatives. Companies can showcase the tangible advantages of adopting new technologies by focusing on high-impact projects that deliver rapid, measurable benefits. “Impact travels,” so empowering early adopters can also catalyze broader acceptance and integration of AI solutions, creating a ripple effect of enthusiasm and innovation.

He also shared his lessons from CI&T’s nearly two-year journey towards achieving 80% Gen AI adoption. Shifting mindsets is crucial to driving true transformation, so organizations must rethink their processes rather than merely adopt new tools. This transformation requires a cultural shift where employees experience the benefits of new methods firsthand, reinforcing the value of change within the organizational culture.

The Trials of Corporate Innovation

We also joined the Corporate Innovation Summit – an invite-only event ahead of the conference that gathers leaders to discuss the future – where our EVP & Partner Solange Sobral and Box1824's Paula Englert led a thought-provoking roundtable.

Additionally, Mark Rodseth joined Etc. at BT Group’s Head of Product Becki Lake on stage during the Summit. They hosted a “7 Trials of Corporate Innovation” masterclass, sharing actionable strategies to help navigate and overcome common innovation hurdles.

Augmented Intelligence, Rather than Artificial

Gonzague de Pirey, Chief Omnichannel and Data Officer at LVMH, particularly articulated this concept. During his conversation with Loewe’s Global Head of Omni Growth and Data Analytics, Paloma Juncos, he emphasised how LVMH’s brands aim to adopt a human-centred approach in their AI strategies, reflecting a commitment to craftsmanship and creativity.

He delved into the “quiet technology” concept, explaining how he wouldn’t describe LVMH as a tech company but one that leverages the technology to augment the customer’s experience, bringing a seamless experience. All with a focus on creating a true impact on the human experience of luxury.

Julie De Moyer, Chief Data and AI Officer at LVMH, also talked about how AI can be integrated into every facet of their business - from research and development to customer loyalty - with a similar goal to enhancing the customer experience and loyalty, rather than merely serving as a technological tool.

The Rise Small Language Models (SMOL): Transforming Real-Time Applications

The topic of Small Language Models (SMOL) gained traction during the Summit, particularly in discussions such as “One Smol Step for AI” and the roundtable titled “The Language Model Will See You Now.” Key points raised during these sessions revolved around the practical applications of SMOL, especially in areas requiring rapid response times, such as navigation and healthcare. The emphasis was placed on the importance of accuracy in these fields, with the potential to reduce errors significantly.

Innovative tools like Accin were brought up as game-changers for startups, guiding them through the entire business launch process. This showcases the art of the possible in AI applications, where technology streamlines processes and empowers users to make informed decisions quickly, driving entrepreneurial growth.

Data Governance and AI Adoption: Foundation for the Future

A key theme that also came up a lot was the urgent need for companies to establish robust AI governance frameworks— something highlighted by Solange Sobral in a recent article. Despite rapid advancements in AI, organizations must prioritize solid data governance to leverage AI effectively. Ensuring proper data practices is essential before delving into more complex AI applications.

Cultural and Purpose-Driven Business Models: Balancing Profit and Social Impact

The conference also touched on the increasing need for businesses to integrate purpose into their operations alongside profit. Companies like VEJA provided a compelling example of how prioritizing sustainability and social responsibility can improve brand reputation and drive business growth, inspiring both employees and consumers who share similar values.

Maya Gabeira: An inspiration for empowerment and resilience

Finally, we hosted an intimate happy hour with record-holding big wave surfer Maya Gabeira, who shared her resilience journey in a predominantly male-dominated sport. She spoke passionately about trusting in something greater than oneself and the power of perseverance during tough times. Her experiences, including nearly losing her life to a massive wave, served as a poignant reminder of the importance of second chances and making a difference. Maya's narrative of overcoming obstacles to achieve recognition and success was particularly impactful, emphasizing that women deserve to carve their paths in any arena they pursue.

It was fascinating to hear how Maya's approach to conquering the ocean's most formidable waves parallels CI&T's commitment to guiding clients through the ever-changing tides of the business world.