The view from the Media Village at DTW Ignite 2026
We’re all familiar with those ‘expectation vs reality’ videos online, right? You see something hyped up beyond belief online, then you actually see it in real life; it’s anything but. The expectations have been raised so high that reality stands no chance of living up to them.
Well, for tech media events, AI has had a similar effect. Except instead of underwhelming, it’s overwhelming. In the build-up, you hear so much buzz and excitement around new AI innovations and products, so much so that when you get there, it’s too much. AI hype adorns nearly every stand, but with so much to choose from, it’s easy to get lost in the noise.
We’ve written about this before (see our memorably titled You Can Call Me Al blog from last year), and the growing challenge for tech companies is simply trying to stand out in this crowded AI conversation and cut through the noise. Proof of concept has been fun, and it definitely continues to be interesting, but we are at a stage now where execution is what matters most. Like Copenhagen’s famous Little Mermaid, too many AI pilots have lost their voice when it comes to explaining how they actually work. It’s time to give those systems some transparency. Ultimately, businesses want to know how they can actually use AI, and more importantly, how useful it can actually be day-to-day.
Mind the (AI trust) gap
DTW Ignite 2026 was set to prove this shift from the get-go. The theme of the show this year was "the future, faster," and even from the opening keynote, it was clear TM Forum meant business. It would be easy to assume that operators using AI are ready to hand over the keys to the kingdom. The reality on the ground is much more cautious.
A shameless plug feels warranted here, because TM Forum's research released at the show perfectly captured this hesitant mood. The findings suggested the industry is entering a new phase; one where trust, governance, and measurable outcomes matter far more than headline-grabbing AI claims.
In a standout statistic that echoed across the media village:
While 72% of communications service providers (CSPs) claim their AI is trustworthy, only 14% can actually produce the evidence to prove it.
So, proof must not only be of concept and ROI, but also of trust.
No More Fairytales
One of my favourite things about trade shows is getting the live reaction from attendees immediately, rather than waiting for the trickle-down of post-event coverage. As announcements happened throughout the week, you could see media and analysts scrambling to start their write-ups.
Supporting the DTW Media Village gave me a front-row seat to those conversations. Witnessing the boots-on-the-ground journalism (sorry, had to get it in!) and speaking directly to reporters throughout the week, a clear pattern emerged. They were far more interested in measurable outcomes than ambitious AI visions. The media were keen to see real, audited metrics this year, rather than the vague "vision presentations" of the past.
Avoiding the Emperor’s New Clothes
Copenhagen might be the home of Hans Christian Andersen, but operators and the media alike are no longer buying fairy tales. They want to see the real, unembellished evidence.
Ultimately, as the industry moves from pilot to production, the brands that cut through won't be the ones shouting the loudest about AI. The competitive advantage is no longer having an AI story. It's having evidence that the story is true.
If you are looking to take your messaging beyond the buzzwords and show the market what your technology can actually do, we’d love to help you tell that story.
