Beyond Code: What Web Summit Taught Us About Software, Speed, and Smarter UX

The future of software is already here and it’s built in the browser.

For Array’s programming team, the 2025 Web Summit, a global tech conference hosted in Vancouver, reframed how they see their work, value, and direction.

In this second post of our Web Summit Recap Series, Sarah, Kim, and Behbod share their biggest takeaways from redefining what counts as “software”, to the tools and technologies changing how we connect with users every day.

Find out what they’re taking back to their work at Array.

Sarah Brown on reframing web apps and celebrating B.C.’s tech economy

One of the biggest takeaways was pivoting my perspective to look at some of our more recent web app projects as software.

There is a tendency within our industry to look at web developers as “less than” software developers. However, in modern times that line has blurred and there is no longer a real distinction between web software and desktop or mobile software. In fact, web based platforms are becoming the norm.

Proud moment for B.C.’s tech scene
This was my third Web Summit (previously having attended in Lisbon as well as New Orleans when it was called Collision). I was so proud to see how our province came together to produce the first ever Vancouver based Summit.

To have the spotlight shone on so many local businesses and startups made me incredibly inspired about our regional tech economy. And having a chance to network with so many smart people in my industry, as well as stumble across a few I already knew, was the icing on the proverbial inspiration cake.

I can also easily say that the quality of talks at this Summit met and even exceeded both previous conferences!

Kim Webber on the speed of AI adoption

I was surprised at how deeply many companies have already started integrating AI. Prior to the event, I had imagined many companies had only touched the surface, but it seems the scope of adoption is a lot greater and a lot sooner.

From what I understand, some have already started changing their entire business model.

One of the speakers mentioned something along the lines of companies that don’t start adapting now will find themselves out of business.

I don’t know if this is true, but the weight of the words definitely was more impactful by the end of the event.

Behbod Babai on the future of messaging and the power of thoughtful UX

There were so many unique sessions and conversations at Web Summit Vancouver that I found both fascinating and informative, but one that really stood out to me was a masterclass on the changing landscape of customer communications, hosted by Sinch’s Michael Ahearn.

He introduced their new rich media RCS messaging service, and I was genuinely blown away by it. It felt like a real glimpse into the future of messaging.

Basically, it turns your messaging app ( whether it’s iMessage on iOS or Google Messages on Android) into a fully interactive and customizable experience. Think buttons, rich media, built-in navigation, and even AI-powered support, all within a single message thread.

What impressed me most was how well thought out the entire system is. For example, if the AI can’t resolve an issue, it smoothly transitions to a live agent without the user ever needing to leave the conversation.

And in cases where RCS isn’t supported on a user’s device, it can automatically fall back to SMS, WhatsApp, or another compatible platform, which shows just how much thought they’ve put into making it reliable and scalable.

I also had the chance to meet Michael afterward, and he was incredibly helpful and open to questions. I walked away from that session feeling really inspired.

I could definitely see something like this being incredibly valuable for our customers in the future. More and more companies want direct, efficient ways to connect with their clients, and this kind of messaging solution could be a game-changer!

Final takeaway

Whether it’s rethinking what we call software, how fast AI is reshaping industries, or how we communicate with customers, the Web Summit reminded us that staying curious and connected matters more than ever.

Stay tuned for more Web Summit insights from the Array team as we continue exploring what’s next in tech, creativity, and connection.