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Web Summit Lisbon · November 10 - 13, 2025

Creative Summit

As part of Fandom’s annual research study &#8211; Inside Fandom &#8211; the company found that 50% of &#8216;me time&#8217; is spent with entertainment and gaming, reinforcing the importance of people’s fandoms in their lives.

Stephanie Fried, CMO, Fandom; on Marketing Summit Stage during day one of Web Summit 2024 at the MEO Arena in Lisbon

Unlocking the power of 'me time': harnessing fandoms to fuel brand love

Tátil Design CEO Fred Gelli unraveled the untold story of intuition&#8217;s atrophy in the face of algorithmic decision-making.

Fred Gelli, CEO, Tátil Design, on Creative Summit stage during day three of Web Summit 2024 at the MEO Arena in Lisbon

Mistakes matter: Reviving intuition in the age of efficiency

Sara Vienna, Chief Design Officer at Metalab, Discussed the shifting role of designers, the challenges of AI-driven interfaces, and what it takes to craft the next generation of digital experiences.

Sara Vienna, Chief Design Officer, Metalab, on Creative Summit stage during day two of Web Summit Vancouver 2025 at Vancouver Convention Centre in Vancouver

The new rules of UX/UI: Human intuition in the AI era

Govind Balakrishnan, SVP and General Manager of Adobe Express, shared how Adobe is developing commercially safe, IP-friendly generative AI with Adobe Firefly to amplify human creativity and unlock new possibilities.

Govind Balakrishnan, SVP, Express & Digital Media, Adobe, on Creative Summit stage during day two of Web Summit Vancouver 2025 at Vancouver Convention Centre in Vancouver

AI-powered creativity for a changing world

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Meet the creative leaders who've attended

As AI transforms workflows, tools evolve overnight, and audiences demand authenticity &#8211; we explore how technology amplifies but never replaces creative vision &amp; human intuition.

GenAI is shaking up the design world, making processes smoother, sparking innovation, and expanding creativity. But, authentic creativity must remain at the forefront of the industry.
How can the perfect balance be achieved? As machines get smarter, the role of human intuition and originality becomes more vital than ever.

Generative AI: A new creative partner?

Explore how brands are forging deeper connections by standing for something meaningful.
Experts share insights into the pivotal role of brand purpose in shaping consumer relationships as they navigate the modern market landscape. How are companies weaving purpose into products, campaigns, and culture?

Brands with backbone

How do the best ideas survive the messy middle? Industry experts share insights and strategies for successfully guiding projects from conception to delivery within the dynamic and ever-changing realm of design.
We look at how the real magic happens &amp; the process that helps turn early sparks into standout creative work.

Chaos to clarity: The creative process unfiltered

Dive into the changing world of creative tools and learn how the democratisation of design is bringing equality to the creative industry, opening up new possibilities for creators to let their imaginations run free.
As technology redefines what’s possible, what does the next era of creative practice look like?