DTX London 2026: Why technology adoption is only part of the challenge
By Piers Grassmann, Account Director, Aspectus Group
AI continues to dominate conversations across the technology industry, but the focus is changing. Businesses are now looking beyond what technology can achieve to consider how it can be deployed responsibly and deliver lasting value.
Attending DTX London 2026 solidified my view, alongside some of the AI adoption challenges for businesses trying to keeping pace with technological change.
While innovation remains a priority, the conversations I had and talks I attended suggested that businesses are becoming more conscious of the responsibilities that come with adopting new technologies.
Here are my key takeaways from the event.
- AI assurance is becoming a business necessity
As AI adoption matures, firms are paying greater attention to the standards and expertise needed to deploy it responsibly.
This was particularly apparent during a roundtable featuring Emma McGuigan FCBS, where an interesting comparison was made with the medical profession.
You wouldn’t undergo surgery without knowing your doctor was appropriately qualified and accredited. So why should businesses entrust developers with AI systems without expecting similar levels of competence and assurance?
It’s a compelling question as AI becomes more embedded in business-critical operations. Organisations need confidence in the technology they’re adopting, but also in the people responsible for implementing it.
It’s clear that AI capabilities have developed rapidly, but the frameworks needed to establish accountability are still evolving. This makes assurance a crucial consideration for businesses seeking to move beyond experimentation.
For technology companies and their marketers, this creates an opportunity to differentiate through trust. As AI capabilities become more widespread, demonstrating a credible approach to assurance could become a significant competitive advantage.
It also reinforces the importance of clear AI positioning and evidence-led communications. Simply claiming to be AI-powered offers little differentiation when customers are increasingly concerned about reliability and accountability. Companies that can substantiate their claims and explain how they address these concerns will be better placed to build credibility.
- Cyber resilience requires more than technology
Another prominent theme was the growing sophistication of cybersecurity threats and the uncomfortable reality that many businesses remain underprepared.
Jake Moore of ESET provided a striking example, explaining how he successfully applied for and was offered jobs using two separate deepfake personas, one male and one female.
If fabricated identities can make it through recruitment processes, it raises serious questions about the effectiveness of existing security measures. It also demonstrates how AI is creating new opportunities to exploit weaknesses in processes that businesses have traditionally relied upon.
A different perspective came from Adam Pilton, who shared lessons from surviving the 2004 Indian Ocean tsunami.
Although his experience was far removed from cybersecurity, the principles he outlined were highly relevant. Pilton emphasised the importance of recognizing warning signs rather than dismissing them, while also highlighting the need for clear plans and established governance structures when responding to a crisis.
These lessons translate directly into cybersecurity. Businesses cannot assume that every attack will be prevented, regardless of how sophisticated their security tools become.
Instead, organisations need to consider how effectively they can identify emerging threats and respond when something goes wrong. Technology plays an important role, but preparedness also depends on employees understanding their responsibilities and knowing when to act.
For cybersecurity companies, this highlights the importance of communicating practical outcomes rather than promising complete protection. Demonstrating how solutions strengthen organizational resilience, supported by credible customer evidence, offers a more compelling proposition than broad security claims.
- Don’t outsource your expertise to AI
A software development discussion featuring speakers from Skipton Building Society, Barclays and Switch2 raised another important consideration: the risk of becoming overly reliant on AI.
While AI can accelerate software development and improve productivity, businesses must avoid losing the knowledge and expertise that make their employees valuable.
If developers rely on AI-generated outputs without understanding the underlying logic, they risk weakening their ability to critically assess the technology they’re using. This becomes problematic when something goes wrong or when a situation requires judgement beyond what an AI system can provide.
The discussion reinforced the importance of understanding the value individuals bring to their organisations. An experienced developer offers more than the ability to produce code. Their knowledge of the business and understanding of its specific challenges are equally important.
This raises questions about how organisations measure the success of AI adoption. Productivity improvements may be attractive in the short term, but they shouldn’t come at the expense of the skills businesses depend on over time.
For technology companies, there’s also a valuable communications lesson. Rather than focusing exclusively on automation and efficiency, demonstrating how AI enhances human expertise can provides a more meaningful way to articulate its value.
Technology adoption is only the beginning
DTX London reinforced that successful digital transformation depends on more than implementing new technologies. Businesses must also consider whether they have the expertise and safeguards needed to use them effectively.
As the technology market matures, customers will expect companies to demonstrate tangible value rather than relying on ambitious promises.
For technology brands, this makes clear positioning and credible communications vital. Explaining how solutions address genuine business challenges, supported by evidence, can help establish trust in an ever-more competitive market.
Ultimately, the businesses best placed to benefit from technological change will be those that understand its limitations as well as its potential.
Key takeaways
What are the biggest AI adoption challenges for businesses highlighted at DTX London 2026?
The event highlighted three key challenges: establishing AI assurance, strengthening cyber resilience and protecting human expertise. Businesses must look beyond implementing technology to ensure they have the governance, skills and safeguards needed to deliver lasting value.
Why is AI assurance becoming increasingly important for businesses?
As AI becomes embedded in business-critical operations, organisations need confidence in both the technology and the people responsible for developing and deploying it. Clear standards, accountability and credible evidence help establish trust and differentiate technology providers.
How can businesses strengthen cyber resilience beyond technology?
Cyber resilience requires effective processes, employee awareness and established response plans alongside security tools. Businesses must recognise emerging threats, respond quickly to incidents and ensure employees understand their responsibilities when something goes wrong.
How can organisations adopt AI without losing valuable human expertise?
Businesses should use AI to enhance employees’ capabilities rather than replace their judgement and technical understanding. Maintaining critical thinking, business knowledge and development expertise helps organisations benefit from automation without becoming overly reliant on AI-generated outputs.
What can technology brands learn about marketing and communications from DTX London 2026?
Technology brands should move beyond broad AI-powered claims and focus on demonstrating practical business outcomes. Clear positioning, credible customer evidence and transparent communications around trust, resilience and human expertise can help brands differentiate themselves in a competitive market.
About the author
Piers Grassmann, based in our London office, has been working with leading technology, cloud and cybersecurity clients since 2019, supporting brands across AI, infrastructure and cyber resilience.
