In the first session of Tomorrow’s World UK 2026, Incubeta UK’s Managing Director, Andrew Turner, welcomed us to the day, showcasing three personal examples of the thing on everyone’s mind - AI. From bedtime stories for his children, to advice with a family member’s medical issues, and even building an AI-version of Incubeta’s CEO to brainstorm with, Andrew set the scene in today’s world, and where it might go tomorrow.

In the first keynote speech of Tomorrow’s World UK 2026, Adam Woods, Incubeta’s Chief Product Officer, stepped onstage, to deliver a talk around how AI is changing things for our customers, and therefore us. With over 60% of Google searches now ending without a click, and over 15,000 martech products available to help, it can seem hard to know where to go to find your customers, and how to reach them. Adam then dove into the three things you need to focus on to Outperform in Tomorrow’s World: Build Demand, Capture Intent, and Feed The Loop.

In the second keynote speech of Tomorrow’s World UK 2026, Google’s Head of Search, Stephen Groom, delivered a talk looking at all the tech advancements we’ve seen in the last two years, and what’s next for the 2 billion daily Google users. With over 5 trillion annual Google searches, AI is being heralded as the best thing that has happened to Search, enabling the rise of the super-empowered consumer, with 3 out of 4 users saying AI mode helps them make faster and more confident decisions.

In the fourth session of Tomorrow’s World UK 2026, we welcomed our first panel of the day to the stage, led by Incubeta’s Hana Mongtomery, Digital Experience Senior Client Partner. Joining Hana onstage were Reddit’s Senior Client Partner Tom Firkin, SEMRush’s Business Value Consultant Nishtha Pandey, and MediaSense’s Product Solutions Director Jamie Richards. The discussion focused on how to maintain brand authenticity with the growth of AI discovery, the impact of zero click buyer journeys and how to build a business case for investment in AI platforms.

For the fifth, sixth, and seventh sessions of Tomorrow’s World UK 2026, we welcomed three of our amazing clients onstage for candid discussions on how they are outperforming in an AI-first world. Amy Norton, Executive Client Partner at Incubeta, was joined by Chloe Bearman, Paid Media Manager, and Alexandra Taylor, Digital Designer, from Marks and Spencer, to discuss AI-powered Creative, and its impact on campaign performance. Tom Mullany, Director of Strategy at Incubeta, was joined by James Procter-Blain, Head of Marketing from Tiptree, to discuss their ‘Raise a toast for the Great British Breakfast’ advert, brand heritage, and what AI means for the eternally asked question; How to understand your customer and build a business which attracts and delights them. Finally, Angels Gine Castellvi, Client Director at Incubeta, was joined by Georgie Rhodes, Head of Ecommerce at Harrods, to discuss the world of organic search, and how having AI underpinning everything has shifted things for the brand, and its customers, including strategic directions and executive conversations.

In the penultimate session of Tomorrow’s World UK 2026, Elizabeth Sutton, Global Capabilities Lead at Incubeta, led the final panel of the day, focused on the future of marketing teams in an AI-enabled world. Joined by Incubeta’s Chief Operations Officer Claire Burgess, Pivotal London’s Founder Chris Devlin, and Nobody’s Child’s Head of Digital Marketing Hannah Reese, the panel focused on changing team capabilities, how AI impacts the hiring process, and what the AI-enabled recruitment process of the future might look like.

In the final session of Tomorrow’s World UK 2026, our keynote speaker, Jules Love, founder of Spark AI, discussed how AI is changing Marketing, and the four shifts in the customer experience; from just Search to Search, LLMs and Agents; From Uniform to personalised; from Broadcast to Interactive; from Text and Image to Multimodal. He ended the day of amazing content with a look forward at what needs to be true about your brand to succeed in the world of tomorrow; Discoverable, Interactive, Personalised and Multimodal.