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Join us for a recap of South Summit 2025. Learn how we engaged with global leaders, shared Ultralytics YOLO demos, and explored Vision AI ideas in Madrid.
This year, South Summit Madrid once again brought together startups, investors, creators, and tech enthusiasts from all over the world for three energetic days of ideas, conversations, and collaboration. Held from June 4th to 6th at La Nave, the 14th edition of the event focused on the theme "In Motion," capturing the ongoing pace of change in technology, entrepreneurship, and global challenges.
With over 20,000 attendees, 7,500 startups, and representatives from more than 130 countries, the event was a unique opportunity to connect with the people and ideas shaping what’s next. We’ve been a part of South Summit for four years now, and this year, we were back at Booth 45, ready to connect.
Our team was on the ground showcasing Vision AI solutions powered by Ultralytics YOLO models, having meaningful conversations about computer vision applications, and meeting people from all corners of the tech world. Between booth demos, we attended inspiring talks from leaders in AI, robotics, and deep tech - including sessions on the future of innovation, generative AI, and climate-focused technology.
We also got the chance to explore how our work fits into broader themes like sustainable innovation and impact-driven tech. In this article, we’ll revisit our highlights from South Summit 2025, including booth demos, talks we attended, and people we connected with. Let's get started!
Innovative ideas in motion at South Summit Madrid
The theme of South Summit 2025, “In Motion,” really captured the spirit of this year’s event. It was focused on how innovation never stands still and how ideas, technology, and people are constantly evolving and influencing each other.
Throughout the summit, the theme showed up in different ways: talks about generative AI and robotics, sessions focused on climate tech and sustainable growth, and casual conversations between attendees about what’s next. The emphasis wasn’t just on building fast but on building with purpose and being open to change.
Fig 1. South Summit 2025 in La Nave, Madrid.
For our team at Ultralytics, the theme felt very familiar. Working in AI, especially in computer vision, means we’re always adjusting to new challenges, new industries, and new opportunities. Things move quickly, and staying in motion is a key part of how we work.
Other than getting to demonstrate what we’ve been building at South Summit 2025, we got to step back and connect with others who are thinking about the future in smart, thoughtful ways. We had great conversations with founders, investors, and people curious about where tech is heading.
It reminded us that innovation is more than what you’re building - it’s about who you’re building it with and how it fits into the bigger picture. That’s what being in motion meant to us at this year’s summit.
Behind the scenes of exhibiting at South Summit 2025
The day before the crowds arrived and the talks kicked off, our team was on the ground at La Nave, getting everything in place for what would be a packed three-day event. Booth 45 quickly became our base of operations as we unpacked materials, set up our Vision AI demos, and got our space ready to welcome visitors.
The energy was already building, with teams from all over the world setting up alongside us and preparing to showcase their innovations. Both Nuvola Ladi, our Digital Content Manager, and Zinnia Pourdad, our Events Manager, were there to make sure everything ran smoothly.
Fig 2. Nuvola and Zinnia at South Summit 2025.
That evening, Nuvola and Zinnia attended the welcome networking drinks at the stunning Palacio Quinta del Duque del Arco - a peaceful, historic venue that provided a perfect contrast to the high-energy atmosphere of the summit floor. Surrounded by fellow attendees, startup teams, and collaborators, the evening was a great way to unwind and connect before the event officially started.
Day one: South Summit 2025 kicks off
Day one of South Summit 2025 began with La Nave buzzing as thousands of attendees gathered for a full day of innovation, ideas, and networking. Nuvola and Zinnia were joined by Joey Tjon, our Account Executive, and William Beaven, our Head of Legal, to represent Ultralytics at Booth 45.
The opening keynote focused on building a future that can meet global challenges - tying directly into this year’s theme. After the keynote, a memorable part of the day was the Institutional Opening, when His Majesty King Felipe VI (The King of Spain) delivered a speech and toured the exhibition area.
In fact, using a live YOLO demo, our team even detected the King in real time - a fun and unexpected highlight that drew attention to our models like Ultralytics YOLO11 and the Vision AI tasks they support, such as object detection and instance segmentation.
Fig 3. Detecting King Felipe VI at South Summit 2025 using Ultralytics YOLO.
Building on that enthusiasm, the team spent the day connecting with a wide range of attendees, from early-stage founders to enterprise teams, discussing how Vision AI can be applied across industries. They also attended several interesting sessions, including a keynote from Greg Hoffman, former CMO at Nike, who spoke about how creativity goes beyond aesthetics and can be a key driver of business growth.
To wrap up the day, William Beaven was interviewed by InnovaSpain, where he shared Ultralytics’ perspective on Vision AI and its real-world impact. Overall, day one set the tone for a productive and inspiring few days at South Summit 2025.
Day two: South Summit highlights
Pablo Karnbaum, our Sales Development Lead, joined the team on-site for day two of South Summit 2025, helping us connect with even more attendees. With steady booth traffic and lots of interest from attendees about Vision AI applications, we spent the day having conversations with founders, engineers, and teams from a range of industries. Many were curious about how Ultralytics YOLO models can be applied to real-world challenges.
The team also attended the session “The Birth of Netflix and the Amazing Life of an Idea,” where Marc Randolph, Co-Founder and former CEO of Netflix, shared the incredible journey of how the company grew from a simple idea into a global entertainment powerhouse.
He walked through the early challenges, key innovations, and pivotal moments that helped shape Netflix’s path. His talk was a good reminder that every great business starts with an idea that might seem impossible and that creativity, risk-taking, and adaptability are often what bring it to life.
Back at Booth 45, the YOLO demos continued to grab the attention of passersby and sparked lots of curiosity and questions. Our Ultralytics merchandise was a hit as well, with stickers and tote bags quickly making their way around the venue.
Fig 4. Attendees loved the Ultralytics merchandise.
Day three: Vision AI at South Summit
On the final day of South Summit 2025, the conversations shifted from curiosity to deeper, more focused discussions. At Booth 45, we met attendees across a wide range of industries who were eager to explore how Vision AI could support their specific challenges.
Fig 5. The Ultralytics team at Booth 45.
Here’s a glimpse at some of the fascinating use cases that came up in conversations at the booth:
Logistics: Attendees were interested in how YOLO11 can be used to track inventory in real-time, scan packages, and monitor safety on warehouse floors. These applications can help reduce manual errors and improve operational efficiency.
Farming: Several people working in agri-tech wanted to understand how YOLO11 can support tasks like crop monitoring, early pest detection, and automating harvesting equipment.
Bug detection: We had a few conversations about using YOLO11 to identify and track specific insect species. This type of application can support both agricultural pest control and broader environmental research.
Automotive: Some teams were exploring how YOLO11 can be integrated into vehicle inspection systems and driver-assistance tools. Its ability to detect objects in real-time makes it useful for safety, diagnostics, and fleet management.
After wrapping up a few final demos and conversations, the team took a well-deserved break to enjoy some tapas and reflect on a great week. We left South Summit feeling inspired by the people we met, the ideas we explored, and the growing impact of Vision AI across so many different fields.
Key takeaways
South Summit 2025 was an exciting event in Madrid filled with new ideas, meaningful conversations, and a collective energy around the future of tech and innovation. From meeting founders and tech enthusiasts to showcasing our latest Ultralytics YOLO models, it was a great opportunity to connect with others who are pushing the boundaries of computer vision and AI.
Throughout the event, we had insightful conversations with people curious about Vision AI - from real-time detection to new use cases across industries. It was incredible to see so much interest and engagement, and we’re looking forward to keeping the momentum going.
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