Insights on the Impact of AI at Web Summit with Jordan French, Melanie Samba, and Cesar Gon

By Spencer Hulse Spencer Hulse has been verified by Muck Rack's editorial team
Published on November 24, 2023

Web Summit Lisbon was a major success, seeing over 70,000 attendees from around the world come together to discuss the future of tech. One panel in particular featured Jordan French, the founder and CEO of Grit Daily Group, and industry experts Melanie Samba and Cesar Gon, who shared their thoughts on the current state of artificial intelligence (AI) and its potential impact on various industries.

The conversation delved into topics such as the uniqueness of AI, the challenges of predicting consumer behavior, and the importance of data quality. Let’s explore the key takeaways from this insightful discussion. Or, if you prefer, consume the information in video form:

Is AI Different This Time?

One question that popped up during the panel was whether AI is truly different this time around. Melanie Samba, the founder and CEO of Sproxxy, made a point that AI is not a new concept. Rather, it is part of the ongoing technological revolution, one that is seeing AI adoption becoming commonplace across industries and enabling businesses to scale and become more efficient.

Adding to the conversation, Cesar Gon, the founder and CEO of CI&T, added that the speed of change and the broad nature of AI’s impact is what really sets it apart. Unlike some previous technological disruptions, AI has the potential to disrupt every industry and aspect of human life.

The Hype and Investment in AI

There was also discussion on the hype surrounding AI and the significant investments being made in the field. Gon noted that the disruption potential of AI is real, and while there may be some overestimation of short-term impact, underestimating its long-term effects can lead to inaction.

Gon went on to touch on the exponential growth of AI resources over the past decade and the potential for AI to disrupt traditional business models. That potential has sparked intense competition among tech giants and startups, which is partially responsible for the significant investments pouring into AI ventures.

Predicting Consumer Behavior and Building Products

However, AI doesn’t make everything easy. The panelists explored the challenges of predicting consumer behavior in the context of AI. Samba mentioned the importance of data quality and credibility, as they form the foundation for accurate analysis and insights. She even suggested that businesses should closely monitor customer behavior through existing tools and platforms to inform product development and deliver quality services.

On the other hand, Gon focused on the need for companies to accelerate their learning process, leveraging AI to move from A/B testing to millions of tests. He emphasized the importance of putting AI in the hands of consumers to gather data and react accordingly, as consumer behavior can be unpredictable.

The Role of Data and Privacy

Data privacy and security have been major concerns when AI is mentioned, and Samba acknowledged that the industry is still learning how to navigate these issues. However, she emphasized the immense potential of AI in analyzing and leveraging data to inform business growth and enhance customer experiences.

The panelists agreed that data quality and responsible data handling are crucial for building trust and ensuring the ethical use of AI and are priorities for the future of AI.

The Need for Adaptation and Innovation

The conversation also veered to the topics of adaptation and innovation. According to the panelists, companies, both startups and traditional enterprises, need to adapt and innovate in the face of AI disruption.

Gon shared the importance of deep-diving into technology capabilities while also understanding the changing consumer behavior trends. He expressed the need for an experimental mindset and the ability to learn and react quickly to leverage the potential of AI.

While Samba echoed his sentiments, she also pointed out the importance of embracing change and leveraging AI to gain a competitive advantage as everyone begins to use the evolving technology.


The Web Summit panel provided valuable insights into the current state of AI and its potential impact on various industries. AI is not just hype but a real force of change that requires businesses to adapt and innovate. As AI continues to evolve, it is crucial for businesses to stay informed, embrace change, and leverage AI to drive growth and enhance customer experiences.

By Spencer Hulse Spencer Hulse has been verified by Muck Rack's editorial team

Spencer Hulse is the Editorial Director at Grit Daily. He is responsible for overseeing other editors and writers, day-to-day operations, and covering breaking news.

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