Webfuel Digital @ Web Summit 2024 in Lisbon
Last November, I packed my laptop, my notebook, and every ounce of courage I could find. Webfuel Digital was headed to Web Summit in Lisbon, and I—a first-timer, introvert, and semi-professional overthinker—was the representative.
For anyone who’s never been, picture this: 70,000+ attendees, a jam-packed schedule, and every corner of the venue buzzing with ideas that could shape the future of tech, marketing, and business. For someone who feels more at home in a cosy Zoom room, this was a lot.
But here’s the thing: if you’re going to step outside your comfort zone, why not do it in a city as stunning as Lisbon? So, when my colleague at Empleyo backed out at the last minute, I decided to embrace the challenge and go for it anyway.
Here’s the good, the awkward, and the inspiring from my time at Web Summit 2024—and why it was a game-changer for both me and Webfuel Digital.
From Zoom Rooms to the Web Summit Stage
Getting to Lisbon was its own adventure. After an economy-class flight filled with thoughts like “Do I even belong here?” and “Did I pack enough business cards?” I finally arrived. The cobblestone streets, pastel-coloured buildings, and smell of fresh pastéis de nata were an instant mood-lifter.
But stepping into the conference? Whoa. The sheer size of Web Summit hit me immediately. Screens flashing buzzwords like AI, Web3, and The Future of X surrounded me, along with a sea of people who looked like they were ready to change the world (or at least pitch you their app).
Day one was intimidating, but I quickly learned something crucial: everyone there was open, curious, and ready to connect. Even as an introvert, I felt welcomed—especially by the coffee queues, which turned out to be my favourite accidental networking hack.
What We Learned at the Marketing Summit
The Marketing Summit tracks were a treasure trove of wisdom for anyone obsessed with connecting with their audience—aka, me. The overarching theme? Authenticity is king and trust is your ultimate currency.
Key Insights for Startups and Marketers:
1) Connection beats perfection.
One speaker nailed it: “Your audience doesn’t need you to be perfect; they need you to be real.” It’s easy to fall into the trap of trying to appear polished and flawless, but that’s not what builds relationships. People connect with your vulnerability, your humanity, and your behind-the-scenes moments.
2) Slow and steady wins the race.
Viral moments might grab headlines, but the real value lies in building relationships that last. As a startup, this was music to my ears. We’ve all felt the pressure to chase trends, but sustainable growth always comes back to one thing: showing up consistently.
3) Your audience wants to be involved.
Community-driven content is the future. Whether it’s through user-generated content, interactive campaigns, or just listening to your customers, the brands that thrive are the ones that treat their audience like collaborators, not consumers.
These weren’t just abstract ideas—they were practical reminders of what we’ve always aimed for at Webfuel Digital: to focus on people first and create work that resonates.
The Talk That Stole the Show: The Future of Work
One session that truly stuck with me was about the future of work and how AI can protect entry-level jobs.
This wasn’t your typical “AI is coming for your jobs” talk. Instead, it was a refreshing and optimistic take: AI can enhance roles, not replace them.
Here’s why this felt so personal to me. At Webfuel Digital, we’ve always believed in investing in young talent. From hiring interns to giving entry-level professionals a chance, we know the energy, curiosity, and fresh ideas they bring are what keep us innovative.
The speaker’s point was simple but powerful: AI should be used to handle repetitive tasks so humans—especially younger workers—can focus on creativity, collaboration, and solving bigger problems.
For example, an intern using AI to speed up data analysis frees them to contribute more meaningfully, like generating insights or brainstorming strategies. It’s not about replacing the role—it’s about empowering people to do their best work.
I’ve always believed that the youth is the hope of the future (thank you, José Rizal). But hope alone isn’t enough—they need opportunities. Talks like this one reminded me why creating those opportunities is so crucial.
The Magic in the Moments You Don’t Plan
Some of the best moments at Web Summit happened in the in-between spaces.
- Lunch conversations. I met a founder and a coach who helps high achievers craft paths to freedom and fulfilment—all over an absurdly expensive Pad Thai that wasn’t even good. The chats were so inspiring, I almost forgot how much I’d overpaid. Almost.
- Startup Alley inspiration. The energy in Startup Alley was contagious. The Bulgarian booths were popping champagne at 11 a.m., while the German booths’ “free beer” queues stayed packed all day. Chaos? Yes. But watching founders pitch with such passion reminded me why startups are the bold, creative heart of innovation.
- Night Summit adventures. A few drinks (okay, maybe a few too many) turned me into a networking machine. I met fascinating people and, for one night, even exceeded my usual “interaction limit.” Sometimes, a little liquid courage goes a long way.
- Realising that showing up is half the battle. As an introvert, walking up to strangers isn’t my thing. But I learned that just being there—at the sessions, in the conversations, on Lisbon’s streets—was enough to spark connections. Taking that first step was the hardest part, but also the most rewarding.
In the end, the magic of Web Summit wasn’t just in the panels—it was in the connections, the stories, and the unexpected inspiration from moments you didn’t plan.
Takeaways to Fuel the Future
Here are the lessons I brought back to Webfuel Digital—and maybe you can take them too:
- Step outside your comfort zone. Flying to Lisbon alone and walking into a massive conference as an introvert was terrifying. But growth happens when you push yourself. The experience proved that showing up, even when you’re nervous, is half the battle.
- Technology should amplify humanity, not replace it. Whether it’s authenticity in marketing or AI in the workplace, the future belongs to those who focus on people. At its best, technology is a tool to help us connect, create, and collaborate—not a replacement for the magic humans bring.
- The youth deserves a seat at the table. Whether it’s interns or entry-level team members, giving young people opportunities isn’t just nice—it’s necessary. They’re the future, and it’s our responsibility to support them, empower them, and create space for them to thrive.
- Show up and stay curious. Nothing replaces being in a room full of like-minded people, sharing ideas, and sparking connections. The webinars and e-books are great, but the energy of real-life interactions is unbeatable.
What’s Next for Webfuel Digital?
Leaving Web Summit, I felt more motivated than ever—not just for our work at Webfuel, but for the direction of the industry as a whole.
At Webfuel Digital, we’re doubling down on what matters: creating authentic connections with our audience, using technology to enhance our work (not replace our humanity), and investing in young talent who are ready to make a difference.
