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Web Summit Rio・Jun 8-11, 2026

Creative Summit

Natasha Jen, Partner at Pentagram, explored the hidden mechanics of creativity in the age of black-box AI. As generative systems produce images, words, and worlds with no visible process, she asks: what happens to authorship when creation becomes untraceable?

Rethinking creativity in the age of black-box AI

In this talk, we dived into the phenomenon of discovery on TikTok through the lens of Ivete Sangalo’s experience during Carnival, leveraging TikTok’s unique power of reaching new audiences.

Ivete Sangalo, Singer, actress, and television personality, on centre stage during day one of Web Summit Rio 2025

TikTok and the power of discovery

In the rush to automate, the best product teams are doing something radical: slowing down. In this talk, Metalab’s Sara Vienna shared how empathy, clarity and restraint aren’t just design principles, they’re strategic advantages in the age of AI.

AI’s impact on UX

What’s next in design, and how will it shape the way brands connect with people? Max Ottignon, CEO of Ragged Edge, and Joseph Lebus, Design Director at PORTO ROCHA, explored the trends, visual languages, and societal shifts defining design in 2026.

Design trends in 2026

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Don’t miss your chance to connect with the next generation of professionals at Web Summit Rio 2026.

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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?