This week Ian Aitchison and Barclay Rae discuss the recent SITs show and the current themes that can be identified for the industry. Of course there is some trivial discussion about mice being given life enhancing substances… There is also some discussion around how new shiny things become mature and embedded, and that’s a good thing. ‘Agentic’ seems to be the current word of the moment although AI is now becoming more practical and specific. There is also discussion around how experience management and DEX are becoming part of the normal way of doing things.