The Mobile World Congress (MWC) 2025 has confirmed, a year before reaching its twentieth edition, that it has definitely changed its skin. What was originally a trade fair focused on telephony, telecommunications and connectivity, has completed its evolution into a technology forum with global reach, where artificial intelligence (AI) is not just a topic of conversation, but the undisputed protagonist of an event of global reference, broadcast live by thousands of content creators, who turn Barcelona into the epicenter of technology where it is presented, experienced, experimented and shared in real time.
Gone are the days when the industry limited itself, at Mobile, to discussing infrastructure and telephone networks -although 5G and 6G continue to hover over the stands of the major telecoms-. And that accompanied this conversation with the presentation of smartphones and other devices whose improvements justified, edition after edition, the replacement of previous models with a new version -at a much higher price-.
MWC 2025 has made it more than clear that the bet goes far beyond devices, because AI has redefined the frontiers of knowledge and innovation. AI has redefined the frontiers of knowledge and innovation.. From language models optimized for education, discussions on quantum computing applied to banking, to autonomous assistants that operate without connection to the cloud, the message is clear: artificial intelligence models are no longer an add-on, but the infrastructure on which the digital future will be built.
The era of technological content creators
The other trend that has been consolidated in the MWC edition, held from March 3 to 6 in Barcelona, has undoubtedly been the massive proliferation of content creators. massive proliferation of content creatorswho have displaced the traditional media as the main storytellers of the event. Throughout the pavilions, youtubers, tiktokers and streamers competed for the best frame, broadcasting live every technological novelty and generating instant analysis on their social networks.
According to José Manuel Resuaa consultant specializing in digital communication at comma, this phenomenon responds to a change in information consumption habits: “The audience no longer wants to just read about innovations, but to see how they are used in real time. They want to observe firsthand how a creator experiments with artificial intelligence, tests a device or interacts with technology.” Meanwhile, traditional journalists are relegated to the background, surpassed in immediacy and connection with the audience.
The data accompanies the heyday of this new era of the influencer as informant. In 2024, the streaming world underwent an unprecedented transformation, driven by the entrenchment of YouTube, Twitch and Kick, and by an audience increasingly interested in the practical use of artificial intelligence (AI). With 2.9 billion active users, YouTube maintained its dominance of the digital ecosystem, where more than 500 hours of content are uploaded every minute, reflecting the rise of creators. Twitch, with 105 million monthly views, leads in live streaming, although Kick has emerged strongly, registering 142% year-on-year growth and reaching 258,000 concurrent viewers.
From the specialized journalist to the influencer: the responsibility of brands
Technology has ceased to be the exclusive domain of specialized journalists and has passed into the hands of influencers. The hyper-specialization of the latter has strengthened their authority in very specific niches. Users trust a creator who dominates a specific sector – be it AI, mobile devices or wearables –more than generalist coverage. With this transformation, MWC 2025 has become a live digital show, where the conversation is dominated by the creators themselves.
All of the above shows that the innovation narrative is no longer built on traditional media, but on content designed to go viral, a phenomenon to which brands have contributed with million-dollar investments in influencer marketing. The global market for influencer marketing influencer marketing will be worth approximately $24 billion by 2024, representing an increase of 13%.which represents an increase of 13.7% over the previous year.
Brands also contribute to the saturation of social media with their own content, debates, products and programs, which forces them to develop content strategies in their own channels that must be highly segmented, dynamic and aligned with current trends.
The key voices of MWC 2025
Another of the event’s sources of content is the number of international figures from leading companies in the innovation and technology sectors who attend the MWC. This edition has brought together, both in its official program and at the stands of the major brands, some of the most influential minds in the technological and economic sphere, whose interventions have outlined the horizon of advanced AI.
To name just a few:
Steve Wozniakco-founder of Apple, opened the debate on the convergence between quantum computing and artificial intelligence, exploring its revolutionary potential in data processing, with applications in cryptography and complex simulations.
Arthur MenschCEO of Mistral AI, focused his speech on education, highlighting how language models allow unprecedented personalization in learning, adapting content to the pace and needs of each student.
Peggy JohnsonCEO of Agility Robotics, a pioneer in the development of bipedal robots designed to work in human environments.
Leah SeligmannCEO of The B Team, an organization that promotes responsible and sustainable business practices.
Jessica Sibley, CEO of Timemagazine, shared her vision on the evolution of media in the digital era.
Talent Arena: the future of the new technology professions
Another major highlight of MWC25 was the debut of the Talent Arena, a space designed to connect new generations with the professions of the future. In a world where artificial intelligence redefines the skills needed in the labor market, it has become clear that it is no longer enough to know how to program or analyze data.
The rise of AI ethics, language model interaction design and applied neurotechnology has opened up new specializations that we are just beginning to explore. The message is clear: automation will not eliminate human talent, but will reshape it, giving rise to new disciplines and opportunities.
MWC25 reflects a world in transformation
MWC25 has not only consolidated its evolution beyond telephony, but has also made clear a paradigm shift in technological communication. Innovation is no longer told in long reports or analyzed exclusively in specialized media; now it is debated, recorded and broadcast in real time, with thousands of spectators interacting instantly.
Artificial intelligence is no longer an abstract promise, but a tangible force that is redesigning education, the economy and our relationship with information. And the most fascinating thing is that its future is no longer defined only in laboratories or in the offices of large corporations, but in every live broadcast, in every content creator who explains innovation in his or her own language.
The future is not only designed: it is shared, commented and viralized.
