Something Fest 2025 Wrap-up

Quick re-cap Back to Brand, Ethical AI application and the entrepreneur’s journey are what was loud and clear.

Last week I had the chance to immerse myself in Something Fest: the combined energy of Something Digital and Something Tech. It was a packed few days of insight, debate and connection, and I left with three themes still front of mind: brand, AI and the entrepreneurial journey.

At Something Digital, it was clear that brand is back. Conversations around customer trust, tone, and authenticity cut through the noise of campaigns and channels. From case studies on re-energising consumer brands to sessions on how the ABC fosters trust through consistency, the message was clear: brand is still the differentiator in a market where scale and speed dominate. It was encouraging to see marketers reframing brand not as a relic of the past, but as a core enabler of trust in a low-trust world.

AI was the other anchor topic. What stood out wasn’t the typical showcase of tools, but the ethical lens applied to its discussion. Panels tackled everything from the application of AI in warfare to the risks of unchecked automation. Rather than hype, the conversation was grounded: how do we apply AI with responsibility and intent, and how do we ensure customer experience doesn’t get lost in the pursuit of efficiency?

Something Tech brought a different energy. Day one leaned into the hard truths of building and scaling businesses – stories of missteps, resilience, and adaptation. Day two shifted to the human side of entrepreneurship: focus, distractions, even the role of new therapeutic models in resilience. The final “hot take” debate distilled the realities of funding, speed and scale into an engaging crash course for anyone on the startup path.

Both conferences underscored the same point that whether we’re shaping brands or building ventures, the human element matters most.

I’ve shared more insights and takeaways in my video wrap-up, and you can check the full video below.