Why I, CityNomix, Keep Returning to Lisbon
There was a time, after years of pouring myself into my business, when I stopped and felt I’d lost my compass. I was constantly absorbing information online, yet something was fundamentally missing. I craved a real, tangible energy—an input that would shake my senses and ignite my intellectual curiosity from its core. This longing is what propelled me toward the world’s largest technology conference: Web Summit.
As CityNomix, the mind behind Photomo, my day job is in the logical world of digital marketing, but my heart’s compass always points toward discovering local culture on the streets of the world. “Walk, Shoot, Write.” This ethos remains unchanged, even when chasing the frontiers of technology. It’s about capturing the atmosphere of a moment when the future is born, the energy of the people, the vortex of debate—things you can never grasp through a screen. To feel it on my own skin, to gather these insights, and to share them with you, the Photomo reader—that is why I make the annual pilgrimage to Lisbon.
This article is more than a conference report. It’s a grand narrative about technology and society, one that has become clear to me only through years of observation in 2019, 2023, and 2024. From an era of data clashing with regulation, to the euphoria of generative AI, and now to our current confrontation with the reality of cost. Understanding this major current will be the best possible compass for you as you prepare for the upcoming Web Summit 2025. So, let’s embark on this journey to understand the future, together.
What is Web Summit? — A Forum Where the Future of Tech is Debated
Every November, Lisbon becomes a global crossroads, drawing over 70,000 people from more than 150 countries. Entrepreneurs, investors, engineers, marketers, and policymakers concerned with the world’s trajectory all gather in one place. This is Web Summit. If CES in Las Vegas is a polished showcase of ‘finished products,’ Web Summit is a chaotic and energetic platform where the ‘future’ is debated and consensus is forged. Its European location fosters a unique atmosphere. A history of conflict and hard-won rights has given Europeans a healthy skepticism toward technology, especially the American tech giants. There’s a palpable sense of wanting to keep them in check, a tension that lends depth to the discussions
The three years I attended were each dominated by distinct themes that captured the zeitgeist of their time.
2019: The Era of ‘Data vs. Regulation’
The year I first attended, the world was intoxicated by the mantra “data is the new oil.” Yet, this excitement was always shadowed by the powerful ‘regulation’ of the EU’s newly enacted GDPR. The tension between innovation and privacy was the main event. Its ultimate symbol was the remote appearance of Edward Snowden. The air in the conference was thick with a critical spirit, questioning not just the advance of technology, but what it means for society.
2023: The Dawn of ‘Collaboration with Generative AI’
Returning to Lisbon four years later, after the world had navigated a pandemic, I witnessed an energy qualitatively different from 2019. ‘Generative AI’ had taken the world by storm. While governments were rushing to create rules like the AI Act, the tone from private-sector speakers was overwhelmingly positive. There was no sense of inhibition as there had been under GDPR. Instead, regulation was seen as a guardrail for healthy growth, and the energy was focused on maximizing performance within the new rules. The consensus was clear: “AI is not a replacement for humans, but a tool and an assistant to augment our abilities.” This philosophy was the source of the incredible optimism.
2024: The Confrontation with ‘AI and Cost’
Most recently, in 2024, the AI euphoria matured into a more pragmatic phase. The potential was undeniable, but the industry was now grappling with the gravitational pull of ‘cost.’ The immense power required for AI, data security, and copyright issues became central themes. It was telling that Microsoft spoke of ‘nuclear fusion’ as a potential long-term solution for AI’s infrastructure needs. Technology no longer exists in a silo; it’s a complex issue intertwined with our entire societal infrastructure. The conversation shifted from hopeful applications to sustainable, real-world implementation.
This dynamic evolution is the true essence of Web Summit. The future isn’t predicted here; it’s slowly revealed through the countless conversations that take place. Now, let’s dive into the memories of each year to see what was discussed and what I experienced.
The Main Event: A Journey Through Three Eras of Web Summit
2019: A Nascent Memory – The Collision of Data and Privacy
My Web Summit journey began in 2019, an era where, as a digital marketer, I was forced to confront both the light and shadow of ‘data.’ The acronym on everyone’s lips was ‘GDPR.’ It was Europe’s clear statement to the tech industry, particularly the American giants. When EU Commissioner Margrethe Vestager spoke about the importance of GDPR, her words carried the weight of a powerful mission: to bring technology back into the hands of citizens.
The highlight of that year was undoubtedly the surprise appearance of Edward Snowden, live from Moscow, during the opening ceremony. The most fundamental question posed by technology—state surveillance versus individual privacy—was personified on screen. The moment he appeared, the vast MEO Arena was filled with a mix of thunderous applause and an electric tension. This was the real-world energy I had been seeking. It was the moment I realized Web Summit wasn’t just a place to celebrate future technology, but a serious forum to question how it should interface with society.
But it wasn’t all serious debate. Outside, attendees from all over the world lined up at food trucks, chatting with a beer in hand under the Portuguese sun. I savored my own moment of bliss with a guilty-pleasure portion of hot fries smothered in a rich sauce and melted cheese. This blend of intellectual stimulation and the simple joy of travel is an invaluable experience, and it’s this contrast that makes Web Summit so compelling.
Looking back, the trends presented in 2019 have proven to be astonishingly prescient. The privacy considerations discussed by P&G are now a corporate necessity. The sustainability goals set by H&M and IKEA have become core to their business strategies. The D&I initiatives from JPMorgan and IKEA are now a competitive advantage. And the vision for AI laid out by Amazon was, in essence, a blueprint for their current operational nervous system. Web Summit 2019 was truly a compass for the future.
I’ve written in more detail about the personal anecdotes that led me on this journey and provided a deep-dive analysis of how the 2019 trends have played out five years later in this full report.
→ Web Summit 2025 Deep Dive: Analyzing the 2019 Trends Through the Lens of 2025
2023: The AI Dawn – A New Euphoria and the Quest for Context
Four years later, I stood again on Lisbon soil in a world transformed by a pandemic. In 2023, everything was painted with ‘Generative AI.’ The atmosphere was a stark contrast to the cautious tone of 2019; it was defined by a boundless, positive energy. While the EU was hurrying to pass its ‘AI Act,’ the speakers didn’t see it as a hindrance. They viewed it as a guardrail for healthy development and seemed to be competing to see what they could achieve within the new rules.
A powerful consensus ran through every discussion that year: “Generative AI is a tool, an assistant.” Wikipedia founder Jimmy Wales declared AI a “tool for improving Wikipedia,” while the CEO of branding agency Wolff Olins explained how “a human-AI team can expand creativity.” The narrative wasn’t a dystopian one of replacement, but an empowering one of augmentation. This shared philosophy was the source of the overwhelming positivity at the conference.
So, how was this tool to be used in business? The conversation converged on two major marketing challenges: the “cookieless era” and “winning over Gen-Z.” With tracking individuals becoming more difficult and a new generation prioritizing ‘authenticity’ over specs, the answer was generative AI. The strategy was to use AI to deeply understand the culture, or ‘context,’ of this generation and then rapidly generate content that resonates with them. The next step was to deliver these as experiences on new stages like the ‘metaverse.’ Alibaba’s presentation of a nearly-automated process from product planning to fulfillment was a shocking, radical vision of this future.
If 2019 was a story of ‘Society vs. Technology,’ 2023 marked the beginning of the era of ‘Human x AI’ collaboration. It made me realize that the ultimate challenge lies with us: with this incredible tool in hand, what questions will we ask? What new contexts will we create?
You can find a more detailed account of this dramatic shift in atmosphere from 2019 and the specific ways generative AI is set to change marketing and creative in this flash report.
2024: A Reality Check – The Gravitational Pull of AI’s Cost
One year after the 2023 euphoria, the mood at Web Summit 2024 was more subdued, more focused on pragmatic challenges. The central theme was, without a doubt, “AI and Cost.” The question on everyone’s mind was how to sustainably integrate generative AI’s immense potential into our societal infrastructure.
Microsoft’s keynote was emblematic of this shift. They acknowledged the colossal power consumption of the data centers essential for AI and spoke of ‘nuclear fusion‘ as a potential long-term solution. It was a grand vision illustrating a new reality: technological progress is no longer a siloed endeavor but a complex web of interdependencies. Beyond electricity, other ‘costs’ were major topics, such as the immense challenge of ‘data security’ for LLMs and the technical approaches to optimize computation, like ‘4-bit quantization’.
Legal and ethical questions also loomed larger. The debate around “Generative AI and Copyright” was intense. I was personally struck by a legal expert’s assertion: “The moment you input a copyrighted work as training data into an AI, it leaves the creator’s hands.” As a content creator, this was a chilling thought. Society has yet to find a clear answer on how to fairly compensate the creators who provide the very source of AI’s creativity.
In the marketing world, “the end of the marketing funnel” was declared. The linear customer journey is a fantasy in today’s fragmented landscape. Interestingly, insights from digital advertising are now flowing back into the real world, driving a data-driven evolution in Out-of-Home (OOH) advertising. I was also inspired by a pitch from a startup called ‘Scoutz,’ which uses AI to connect student-athletes with scouts globally—a perfect example of technology leveling the playing field.
After a long day of absorbing these heavy ideas, I found salvation in a freshly made waffle from a food truck. The surprisingly fluffy texture and gentle sweetness soothed my saturated mind. Finding such a simple, analog moment of joy in a space dedicated to cutting-edge technology—this contrast is perhaps the true magic of Web Summit, and of travel itself.
To understand how the AI hype is now confronting the realities of business and what we should all be preparing for as we look toward 2025, you can read my full analysis here.
The Complete Web Summit 2025 Attendance Guide: From Prep to Perks
After reading these reports from my years of observation, perhaps you’re feeling the pull to attend Web Summit 2025. Here, I’ve consolidated my practical advice, based on years of experience (and a few mistakes!), to help you make it a reality.
Mastering Travel Plans and Tickets
Flights and Accommodation: There are no direct flights to Lisbon from many parts of the world, like Japan, so a layover is necessary. For my first trip, I chose London for personal reasons but ended up booking a return through Helsinki to avoid a huge price surge. Prices vary dramatically, so book early. For accommodation, if you want to prioritize networking and evening events, stay in the central Baixa-Chiado area. If you’re focused on morning sessions, find a place near the venue (MEO Arena). Again, book early as the city gets incredibly crowded.
Tickets: Web Summit tickets are expensive, but there are smart ways to buy them. The golden rule is to **buy as early as possible** as prices rise closer to the date. Look for Super Early Bird deals. If you’re attending with a colleague, the ‘2-for-1’ offer is a must-see. Furthermore, after you attend once, you’ll receive an offer for a ‘half-price ticket’ for the following year. If you plan to return, this is an unbeatable deal. In fact, I’ve already secured my 2025 ticket this way. If you’re interested, feel free to email me at citynomix@photomo.blog; I might be able to share a coupon code.
The Keys to Success: Preparation and On-the-Ground Strategy
The Official App is Your Bible: The real preparation begins once you download the official app. You can view the full schedule, bookmark sessions, browse exhibitor and attendee lists, and even contact people directly via chat. I’ve scheduled meetings in advance this way. Web Summit rewards the proactive.
Navigating the Venue: When you arrive at Lisbon Airport, get your wristband and ID pass at the dedicated counter first—you can’t enter without them. A ‘Lisboa Card’ for discounted transport is also a convenient purchase there. Give yourself **plenty of time** to get to the MEO Arena. Security lines can be massive, and you don’t want to miss a key session. I recommend arriving at least 30-60 minutes early. Also, traveling light with a small sling bag is smarter than a large backpack, which may send you to a slower security line.
The CityNomix Way to Enjoy Web Summit
It’s crucial to take breaks from the constant intellectual stimulation. For lunch, the **food trucks** are an absolute must, offering global cuisine. The fries and waffles I had there are cherished memories. One of the best parts of Web Summit is that they **serve alcohol**. Sipping a cold beer under the Portuguese sun while listening to a cutting-edge tech talk is a unique blend of relaxation and intellectual curiosity you won’t find anywhere else. Every moment is also a networking opportunity—the lunch line, the coffee break, the evening ‘Night Summit.’ A little bit of courage to start a conversation can lead to unexpected business opportunities and new friendships. Always remain open.
A Summary of My Journey
| Name | Official Link | Location | Highlights |
|---|---|---|---|
| Web Summit 2019 Report | Read Article | Lisbon, Portugal | Themed around GDPR and privacy, featuring Edward Snowden. It highlighted the tension between technology and society. This report analyzes how those trends have materialized five years later. |
| Web Summit 2023 Report | Read Article | Lisbon, Portugal | Marked by a global euphoria for generative AI. Based on the consensus that ‘AI is a tool,’ discussions focused on its application to marketing challenges like the cookieless era and Gen-Z. |
| Web Summit 2024 Report | Read Article | Lisbon, Portugal | The conversation matured from AI euphoria to the pragmatic challenge of ‘cost.’ Topics included power, security, and copyright, signaling a shift toward sustainable implementation. |
Conclusion: Beyond the Horizon of a Journey to the Future
My years in Lisbon have been like standing in a continuous shower of ideas. From ‘Data vs. Regulation’ in 2019, to ‘Collaboration with Generative AI’ in 2023, and finally to ‘AI and Cost’ in 2024. This longitudinal view reveals a dynamic truth: technology doesn’t evolve in a straight line. It spirals forward, shaped by dialogue, expectation, and conflict with society.
Web Summit is not a crystal ball that predicts the future. It is a massive laboratory where a ‘consensus’ about what the future should look like is forged through the collision of intellect and passion from around the globe. That is why it is so valuable to be there, to breathe the air, to talk to people, and to dive into the heart of the discussion.
Technology is no longer an end in itself; it is a tool to better our lives and our society. How we choose to wield this tool and what kind of future we will create is not a question with a given answer. It is a question each of us must answer for ourselves. I hope this long but dense report serves as a small catalyst for you to take that next step—to stand at the crossroads of the future that is Web Summit 2025.
I look forward to seeing you in Lisbon, or on a street corner somewhere in the world.
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