5 Key Takeaways from Web Summit Vancouver: Navigating AI, Authenticity, and the Future of Business

Didn’t make it to Web Summit in Vancouver? I've got you covered with the five biggest insights that will transform how you think about AI, creativity, and building a meaningful business in 2025.

I say the five biggest, but this is without going through all my notes and replays yet. This is what I'm pulling together on Friday morning, the last day of our event.

Takeaway #1: AI Is Not Your Replacement. It's Your Tool

There has been a lot of talk about AI over the week, and the key thing to remember is that AI is not a replacement for us. Whether we're solopreneurs trying to use AI to automate all our tasks, or are concerned about our jobs as creative designers, AI is meant to be a tool.

I heard from Irina Novoselsky, the CEO of Hootsuite, who discussed how AI is particularly effective for ideation and initial drafts. We know that. They're going to give us some interesting output. But the key thing is human creativity and human authenticity, which has to lead. This is the key piece. If we can bring in human emotion, authenticity, and the skills we have, AI will not be a problem at all.

Takeaway #2: Redesign Human Roles in Your Business

We need to think about redesigning the human roles in our businesses. This applies to corporate and solopreneurs alike. Everything is automated now. In the age of automation, we have to think: 

• What are the human roles in my business? 
  
• And then what are the AI pieces where we're going to use different software to speed things up?
  

A lot of times, clients who work with my Virtual Assistants think, "Well, can I just have AI do all of these things?" It helps with coming up with ideas for content posts and drafts for emails. But at the end of the day, you as the business owner, you as the person in that human role, need to approve it, read it over, and put your own spice on things.

When we think about human roles, we need to look at what are the breaks in the automation. If we're automating things in our business, where is there a subtle break or big break where we're thinking, "This doesn't work properly"? We need humans to step in and keep that flowing.

For example, if we're looking at cutting up video for reels, we can use AI and different software to take different pieces and make choices. But what I've consistently heard is they don't make the best choices. Maybe they're taking half of a quote, or they're not taking the full piece, or they're not taking the best stuff. At the end of the day, you need to make sure that you are the one looking things over and deciding what requirements and guidelines are necessary for this AI to work properly.

Also, ask yourself: What gets missed with full automation? Are there pieces around customer service that get missed? Creativity? Maybe opportunities are missed. What are you truly hiring humans to do? Let's create the human role and see how AI can assist them.

A key thing mentioned repeatedly is that AI is dumb. AI can't reason. AI can't manage conflict. AI can't lead with empathy. AI can't decide which creative direction feels right. Maybe it can tell you it's in alignment with your values or business objectives, but at the end of the day, your humans—the people in your business—are going to give you that gut decision.

This also came up in the interview I did with Cat How, talking about how she looks to her employees for "Are we going to take on this client or not? Are we going to do this project or not?" It comes down to that gut decision. AI isn't really smart in doing that yet.

Takeaway #3: Redefine Success Beyond Profitability

There are so many hungry tech students here, so many founders, investors, and people looking to build the next unicorn business. However, I've seen so many of these businesses created to solve problems for human good—cameras that can look underwater to find people who have drowned, housing solutions, and others helping with climate issues. Another pitch I saw involved removing chemicals from dyes and developing more natural approaches.

That's one way we can really use our businesses to go beyond profitability. But it's not just about the success of the business—it's about what success looks like for the people around you because of the jobs you're creating.

Jillian Harris said, "There's no point in driving a fancy car down the street if everyone else is struggling." It was really nice to see that, while there are some cash-hungry individuals here, there are many people with the intention of building a legacy and making the world better through their business.

Profit shouldn't just be a metric. It should be more about the purpose of what we're doing and what impact we want to have. 

Equity matters too. Consider the following: If I'm working with a global company or developing online software, how can I invest in my employees? How can I work with local vendors? How can I select collaborations that align with our core values?

These are the things you want to be thinking about because at the end of the day, when your head hits that pillow, you want to make sure you're feeling good about yourself. You want your business to be solid so that you can leave this world knowing, "I did good, and I put some good businesses out there."

Takeaway #4: Creators Don't Need to Build a Platform. They Just Need to Show Up Authentically

This one really blew my mind. The point is, creators don't need to build a platform—they just need to show up authentically. I'm speaking about cartoon creators, graphic designers, these types of creators.

Take Ingrid, a Mexican writer, illustrator, and full-time webtoon creator. She was on a panel with Webtoon and has created a cartoon inspired by Japanese anime called "The Kiss Bet." It's now become a beloved romance series with over 176 million views and 1.7 million subscribers. She was able to leave her day job to do this.

A lot of times people think, "Oh, I need to create an app. I need to create the software myself." You don't. The key thing is looking at the different platforms you can be on. I didn't know about Webtoon. I'm sure people who love cartoons and comics know this has been around for a long time, and there are many others as well. The power is in what you create, not necessarily owning the platform it's on.

But there are some big key tips you have to think about here:

• You must retain your IP (intellectual property). This is for creatives and also for solopreneurs or any business owner. Make sure you own your IP. Double-check the fine print of any platforms you're going on.
  
• Use analytics to study your audience and what they love. If you're putting out episodes like Ingrid does, maybe they really love episodes about a certain character or with a certain flair or plot line twist. Look for what your people really connect with—not just when we think of influencers, but when you're creating larger content like courses and webinars. Where are people dropping off and where are they viewing more?
  

One key thing Ingrid has been doing is using other platforms to help build and promote what she's doing on Webtoon. We think about that as business owners, “Where else can I be to move people to where I want them to purchase from me or be a follower?” But what she's doing is building loyalty. When she decides to create a different cartoon or comic, she has the opportunity to pull her fan base with her.

Think about how else you can monetize it. What they've been doing with another company, Skybound Entertainment, is asking, "How can we merchandise this? How can we create other pieces?" It's not just "here's the cartoon," but "Here are T-shirts, here's the actual comic, and here are all the other products," so fans can gobble it all up. You've got sponsorship opportunities, membership opportunities, licensing, live events—so many other things you can do than just the one piece you're creating.

Takeaway #5: Storytelling Is Still the Superpower

Randy Kumar, CEO of Team Pumpkin, says storytelling matters more than technology in advertising, and that's where we are unique. A lot of people are complaining that they can tell when ChatGPT or Claude or other AI has created the output people are reading. In advertising, people don't want to be sold to—we know that's not new. But the key thing is they want to get to know us, and they get to know us through story.

Maybe it's time for us to reconnect with our story. Maybe we think we are connected to our story, but do our people know that? Many of the AI software and speakers on various panels discussed how to amplify your story and share it, then utilize AI tools to enhance its reach even further.

If you're thinking about expanding into a new space with a new language, you could use AI to take your original video and put another language in your mouth. I've seen this happen in training videos with my fellow CAPS members (Canadian Association of Professional Speakers). They're providing training videos now in all the different languages their clients' employees speak. This is where we can utilize AI to effectively convey our message to various communities.

That's also connected to point four—that's what Ingrid and other creatives on that platform are able to do: put content into other languages and hit other markets in other countries.

Think about what you want people to feel. A lot of times, when AI gets involved, we lose the emotion and feeling. Think about how you can infuse your storytelling with values and humanity, then add that into your funnel, sales posts, and landing pages—not just when you show up on camera.

Wrapping Up

It was a fantastic three and a half days at Web Summit, panel after panel. I encourage you to listen to the interviews I've conducted with some of the women pitching their business ideas and startups, as well as with individuals doing innovative work in branding within this industry.

In my next blog, I will share five ways to survive being at a major event, so you don't get overloaded, overwhelmed, and completely burnt out, and you can capture every single piece you need to take away from the time you're there.