Jack Blog
September 9th, 2026
At MWC 2027, the brands that win won’t be the ones who show up, they’ll be the ones who become impossible to ignore.
Digital Strategy Director, Ben Haigh, unpacks what MWC really signals for brand experiences, and why next year marks a turning point.
After five years walking the halls of MWC, one thing is undeniable: we’ve moved past debating whether AI will reshape our industry. The question now is: how can you embed AI into products, services and customer journeys before your competitors do?
What stood out this year to me wasn’t a single headline grabbing activation. It was the maturity of the conversations behind them. Walking the floors, I saw LED canvases, touch‑driven interactions, agentic AI, private connectivity, edge computing, but none of these are “future tech” anymore. They’re the building blocks of smarter, faster, more personalised experiences.
And that’s where the real opportunity lies for brands. They need experiences that respond to people in real time. Their content must adapt to individual interests, AI‑powered product discovery, intelligent concierge moments, connected physical‑digital ecosystems, technology that quietly elevates the journey rather than becoming the spectacle. The most meaningful conversations are already happening behind closed doors as we are seeing a shift from brands moving to events in environments such as hospitality suites, this was also evident at CES.
Looking ahead to MWC 2027, expect brands to shift from impressive demonstrations to measurable impact:
- Personalisation at scale, connected ecosystems and AI‑assisted storytelling now put the attendee in the driver’s seat, giving them far greater agency in how they navigate and shape their experience, rather than being limited to a single, linear path to as in the past.
- A renewed focus on first party data – such as NFC/RFID or digital passes unlocking content while indicating what subjects or products interest someone. Touchscreens, AI concierges, quizzes asking a couple of useful questions before adapting the next piece of content. smarter networking, connecting people based on role, sector, interests or what they have engaged with.
- Experiences designed to continue long after the exhibition floor – such as QR codes for microsites only available post show or even 3D printed swag.
The brands that stand out won’t be the ones with the biggest screens or the flashiest builds. They’ll be the ones creating experiences that feel useful, memorable and connected, where physical environments, digital platforms and AI work together to solve real customer problems. That’s the shift that matters.
Technology is becoming less about spectacle and more about meaningful engagement that delivers lasting value for both brands and audiences.
Want to explore how your brand can show up at MWC? Speak to our experiential experts today.
Check out our full MWC 2026 Trends piece here.