Four sessions at WCEU 2026 that every marketer and agency owner should have on their radar.
In a few weeks, some of the Filter team will be heading to Kraków, Poland for WordCamp Europe 2026.
It’s the largest WordPress conference in the world, 3,000+ attendees, 49 sessions and workshops, speakers from six continents. This year’s programme feels particularly well timed for where we are as an agency and what we’re thinking about for our clients.
We’ve been poring over the recently released schedule, and there are four sessions in particular that have caught my eye. Here’s why…
Friday 5th June – 10:15 AM
The title alone should get any agency or e-commerce client’s attention. Wendie’s talk promises to go beyond the obvious, translation is not a global strategy, and into the things that actually trip businesses up when they expand internationally. Cultural differences that quietly damage conversion, pricing and currency trust signals, payment method expectations, and the often overlooked complexity of shipping and returns when your customer base spans borders.
For clients starting to think beyond the UK, so much of the advice they encounter focuses on technical infrastructure. This session is a refreshing counterpoint, putting marketing, trust and customer experience at the heart of the international growth conversation.
We’ll be taking notes.
Friday 5th June – 11:45 AM
This one might be my personal highlight of the whole event. Tammie’s premise is something I’ve been trying to articulate for a while: “human in the loop” has become a phrase people use to feel better about AI, rather than a genuine design principle about where human judgment should actually sit in a process.
It’s something we’ve thought about a lot building our own Filter AI plugin, a tool we developed specifically for our clients that lets editors use AI to do the heavy lifting on things like meta descriptions, alt tags, and copy edits, all from directly within the editor.
The whole point is that it removes the tedious, repetitive work so that the human can focus on the decisions that actually require judgment. The AI does the volume; the editor decides what’s right. That distinction matters enormously, and it’s one that’s easy to lose sight of when the conversation around AI is mostly about how much it can do rather than where it should stop.
Friday 5th June – 4:00 PM
Emma’s session makes a compelling case that AI search is no longer just an SEO problem. The shift to AI native discovery affects the whole business: content teams, developers, PPC, partnerships. Most companies are already behind without realising it.
This connects directly to the work we’ve been doing on our LLM Audit tool. The question of how brands appear when an AI is asked about them, not just in traditional search results but in the generated responses people are actually reading and trusting, is one that should sit at the heart of any serious digital strategy conversation right now.
The way audiences discover and consume content is changing rapidly, and the implications run across every part of a business. We’ll be thinking carefully about how we bring Emma’s insights back into our client work, and what that means for the conversations we’re having on digital strategy.
Saturday 6th June – 10:30 AM
There’s a lot of fashionable talk about AI as a transformation tool, but Monika’s session promises a more honest starting point. AI amplifies what you already have. That’s an opportunity if your strategy is strong, and a problem if it isn’t.
There is so much conversation around AI as a business transformation tool, and so little honest acknowledgement that strategy still has to come first. For an agency like Filter, where we lead with strategic thinking, understanding the client’s goals and what their audiences actually want before we touch anything technical, this talk feels like it speaks directly to how we work.
I’m particularly interested in her angle on AI as an equaliser for smaller businesses, and what that means for the competitive landscape our clients are operating in.
Beyond the specific sessions, there’s something about being in a room, or a hallway, or a coffee queue, with thousands of people who care deeply about the same things you do.
WordPress underpins the work we do for so many of our clients, and the community around it is genuinely one of the most generous and collaborative in the industry.
We’re going to Kraków to learn, to have conversations we couldn’t have on a video call, and to come back with ideas we can put into practice. If you’re going to be there too, come and find us.
📍 WordCamp Europe 2026 | 4–6 June 2026 | ICE Kraków Congress Centre, Poland 🔗 View the full schedule
Client Services Director
Approachable and down to earth, Rachel has a history of building strong, trusted client relationships. She’s experienced in delivering digital solutions across a range of technologies and channels. Results-focused, she believes in always doing the right thing for your business.
