Think Summit Europe 2026: Marketer x Machine Takes London

Yesterday, Convene Sancroft in St. Paul’s looked a little different. Hundreds of marketers, a lot of magenta, some very coveted swag, and more conversations about AI than we could possibly count filled the space for Think Summit Europe 2026.

At the center of it all was this year’s theme: Marketer x Machine.

We wanted to get beyond the big promises around AI and talk about what it means for marketers right now: how machines can take on more of the work, when marketers need to stay firmly in the driver’s seat, and what brands are learning as they find the right balance between the two.

We had a lot to talk about.

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Before the Main Event

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Think Summit officially kicked off on Tuesday, but some of our clients and agency partners joined us a day early for Studio Tactics Workshops.

Across morning and afternoon sessions, marketers had the chance to build personalized tactics, explore omnichannel and web experiences, and try agentic workflows like Designer Assistant for themselves.

Then it was off to The Fable for our Welcome Party, where clients joined us for drinks, food, and a chance to catch up before the big day ahead.

And because apparently a full day of sessions wasn’t enough, a group of ambitious early risers kicked off Tuesday with a 5.5 km Think Summit Run Club along the Thames. 

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We Had Some News to Share

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Tuesday morning started with a pretty big look at where Programmatic CRM is going next.

We introduced our new MCP, which connects Movable Ink directly with AI tools including ChatGPT, Claude, Gemini, and Cursor. That means marketers can ask AI to help with work across campaigns, content, audiences, and performance without manually jumping between systems for every step.

We also debuted Ink AI Assistants built directly into Movable Ink. They can help marketers dig into campaign performance, establish brand guidelines, develop subject lines, and use conversational prompts to build dynamic content.

The common thread across all of it is giving AI more of the execution while marketers stay in charge of the strategy, creative direction, and decisions that need them.

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Then We Handed Over the Mic

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Some of the best parts of Think Summit are hearing what marketers are really doing once all of this technology makes it into their hands.

FDJ UNITED shared how its team is scaling personalized, always-on communications across brands and markets while protecting the creative thinking behind them. Sainsbury’s took us inside its AI adoption journey, and bet365 shared the practical ways its team is using personalization to work more efficiently.

And that was only part of it. Teams from Tesco, Currys, KPN, Foot Locker, and more took the stage throughout the day to share the work, the results, and, importantly, what they’ve learned getting there.

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Meanwhile, Between Sessions...

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Think Summit Europe wouldn’t be what it is without our incredible partners: Adobe, Attentive, Customer.io, Inbox Monster, Iterable, Jacquard, MoEngage, and Talon.One. Throughout the day, attendees had plenty of opportunities to connect with partner teams around Sancroft, while Talon.One and Inbox Monster took to the stage to share their expertise in sessions of their own.

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Then there was our infamous Swag Store.

Everyone had two tokens to spend and choices from Charlotte Tilbury, adidas, L.L.Bean, Clarins, Currys, and more. We’re not saying choosing two gifts was the hardest decision anyone made at Think Summit, but it was up there.

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Mary Portas Had the Final Word

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To close out the day, Mary Portas OBE joined our very own Chief Vibes Officer, Rich Crossley, for a fireside chat.

Mary has spent her career paying close attention to people: how they shop, what they care about, what they expect from brands, and how those expectations change.

Together, Mary and Rich talked about changing consumer behavior, digital transformation, economic pressures, and why businesses need to keep evolving alongside the people they serve.

After a day full of AI, automation, and machines, Mary left us thinking about the other half of our theme. Technology can give marketers entirely new capabilities. Knowing what to do with them still comes down to understanding people.

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And the Award Goes To... 

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One of the best parts of the day was getting to celebrate the people behind the work we’ve been admiring all year. The Think Summit Awards recognize the marketers and teams finding creative ways to push their programs forward, and we were very happy to give this year’s winners their flowers. 💐

🏆 Accelerated Adoption: bet365 & Too Good To Go
🏆 Best 1:1 Personalization: Falke
🏆 Best Dynamic Duo: Tesco & Adobe
🏆 Best Omnichannel Customer Experience: FDJ UNITED
🏆 Campaign of the Year: Compare the Market
🏆 Icon Award: Alice Davis, Charlotte Tilbury
🏆 The AI Innovator: Sainsbury’s & Argos
🏆 Partner Excellence: Salesforce

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We Weren’t Quite Done Yet

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Once the main stage wrapped, the afterparty took over with drinks, music, and everyone getting a chance to catch up without having to race to their next session.

And after months spent planning this event, there’s something pretty special about standing back and seeing a room full of people still talking, laughing, making introductions, and staying much later than they probably planned.

To everyone who joined us in London, spoke on stage, partnered with us, wore magenta, ran 5.5 km before breakfast, or helped make Think Summit happen: thank you.

We had the best time. We hope you did too. 💗

Missed something? Think Summit Europe sessions will be available on-demand soon.