Another year, another MWC on our doorstep! We had front-row seats to the transformation of our city into Mobile World Capital for a week. Walking the floors of MWC Barcelona 2025, something caught our attention: in the sea of predictable AI buzzwords, few companies were quietly putting humans back at the centre of innovation.
For those wondering, what is MWC25? It’s the Mobile World Congress, an annual event held in Barcelona, bringing together the biggest players in mobile technology, AI, and digital transformation.
As one of the largest tech events in the world, MWC Barcelona 2025 serves as a global stage for innovation, where major corporations, startups, and industry leaders unveil the latest breakthroughs shaping our digital future.
Now, back to this year’s edition, if there was one resounding theme at Mobile World Live MWC Barcelona 2025, it was AI. Surprising? We bet no.
Everywhere we looked, companies were proudly claiming to be “unleashing the power of AI”—as cliché as that may sound in 2025.
Yet, what really caught our attention wasn’t just the ability of AI to automate, optimise, and enhance—it was the few companies that refused to let AI replace what makes us human. Because in a world where technology sometimes threatens to take away authenticity, those who use it to enrich human experiences, we are sure, will stand out the most.
Here are the five companies that surprised us, rescuing that human touch enhanced with AI
1. Etisalat & Amira: Can a robot learn human connection?
At the Etisalat stand during MWC Barcelona 2025 as it happens, we came face-to-face with Amira, the humanoid robot designed to interact with people in an eerily human-like way.
Our CEO & Co-founder, Ata, couldn’t resist asking her one key question:
“What’s your purpose at this event?”
Her response?
“To learn how to interact better with humans.”
But then came the part that made us pause. She acknowledged that humans don’t interact with her the same way they do with each other. A moment of eerie self-awareness? A programmed response? Either way, it sparked a question: Can AI ever truly replicate human connection?
As we observed attendees on MWC Barcelona highlights interacting with Amira, we noticed something fascinating. Some approached her with curiosity, engaging in conversation, while others maintained a cautious distance, unsure of how to relate to a machine that mimics human behaviour.
This contrast highlighted the evolving relationship between humans and AI—one that is still being defined.
One thing’s for sure—Etisalat’s work with Amira proves that AI’s future at Barcelona 2025 mobile world isn’t just about automation; it’s about understanding how we, as humans, relate to technology.
2. Realme: AI that enhances, not replaces experiences
We attended Realme’s product showcase at MWC25 Barcelona and were impressed by their approach. While many brands focus on AI replacing everyday interactions, Realme leans into the idea of AI enhancing life, not taking over.
Their messaging lines? “Born for young users, committed to exceeding expectations. Dream up a dream, make it a reality.”
Their latest devices capture the magic in every moment, integrating AI in a way that feels less about over-engineering life and more about making everyday experiences richer. It’s an approach that resonates with us—because technology should empower, not overshadow, human moments.
Beyond the technology itself, Realme’s presentation at Mobile World Live MWC Barcelona 2025 felt deeply connected to their core audience. They understand that younger generations are not looking for AI to dominate their lives but to complement their experiences.
Whether through intelligent photography enhancements or seamless integration with daily life, this brand has struck a balance that many tech brands struggle to achieve.
3. BotsLovers: AI with heart
Among the startups that impressed us at the MWC Barcelona 2025 March tech world mobile event, BotsLovers stood out. Their mission? Combining AI with human touch.
Their approach to generative AI for customer interactions isn’t about replacing people with chatbots—it’s about making interactions more fluid, more intuitive, and ultimately, more human.
With so many businesses automating customer experience at the cost of warmth, developing close relationships and personality, BotsLovers proves that the best AI is the kind that still makes people feel seen and heard.
Their slogan, “AI that makes your customers happy”, may seem simple, but it captures an essential truth—people don’t just want efficiency; they want meaningful engagement.
At Mobile World Capital MWC Barcelona, we saw firsthand how BotsLovers is building AI tools that feel less robotic and more conversational, ensuring that digital interactions remain genuine and personal.
4. Feeder: AI that listens —literally
Imagine being able to see and hear your customers’ emotions—not through surveys, not through assumptions, but through their actual responses to your content and messaging. That’s exactly what Feeder showedcased at Barcelona 2025 mobile world.
Their human behaviour analytics tool doesn’t just analyse engagement—it interprets real emotional responses to help brands refine their messaging and better connect with their audiences.
The idea that AI can help us listen instead of just talk? That’s something we can get behind.
Beyond its technical capabilities, what stood out about Feeder’s approach during MWC Barcelona 2025 as it happens was its emphasis on ethical AI.
Rather than simply collecting data for optimisation, they prioritise insights that enhance user experiences without crossing the line into invasive surveillance. In a time when AI-powered analytics are often met with scepticism, Feeder’s human-centre approach felt like a breath of fresh air.
5. BChange: Prioritising people over just data
We’ve seen plenty of AI tools at MWC Barcelona Day highlights that optimise data, numbers, tasks, but how many optimise the human experience? That’s where BChange enters into consideration.
Rather than focusing purely on metrics and automation, they’re using AI to ensure that businesses keep their focus on people. Because at the end of the day, what’s the point of all this technological advancement if it disconnects us from real human needs?
Their solutions are built around enhancing communication, refining decision-making, and ensuring AI aligns with human values; a perspective that is becoming increasingly rare in a world obsessed with efficiency above all else.
Our AI take: the Future is both terrifying and exciting
As we wrap up our time at MWC Barcelona 2025, one thing is clear: AI is no longer just a tool—it’s reshaping the way we live, work, and connect.
But the real question is: Are we using AI to replace human connection or to deepen it?
The real differentiator isn’t just how powerful AI can be—it’s how much it can help us remain human.
At Frizbit, that’s exactly what we believe in. We are committed to making digital communication smart, relevant, and engaging—not just for marketers, but for real human connections.
By leveraging data and marketing technology, we create hyper-personalised solutions that go beyond {{user.firstname}}, ensuring that every interaction feels uniquely tailored and meaningful.
AI should never come at the cost of authenticity. Instead, it should be used to enhance human experiences, making interactions more personal, more intuitive, and more meaningful.
And after what we’ve seen at Mobile World Live MWC Barcelona 2025, we’re more convinced than ever: the future belongs to those who know how to balance innovation with human connection.
What do you think? Is AI making life better—or just making it faster?
