MeasureCamp Sydney 2025 showed how far the analytics community has come in applying AI and automation to everyday work. The focus wasn’t on speculation or hype. It was about what analysts are already building, automating, and optimising with AI and code.

Across dozens of sessions, the message was consistent: analysts are no longer just interpreters of data. They’re builders, product thinkers, and technologists.

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Quick Insights:

  1. Analysts are becoming builders: Coding and automation have become core analyst skills, not optional extras.
  2. AI is infrastructure, not innovation: AI tools are embedded in daily workflows — treated as standard, not novelty.
  3. Curiosity is making a comeback: Qualitative thinking and creativity are resurging as AI automates routine tasks.
  4. The craft is evolving: Visualisation, data design, and measurement systems are now seen as part of the analyst’s craft. </aside>

My Session: The Future of the Agentic Web

I presented “In 2030, Your Website Doesn’t Exist” which explored how the agentic web will reshape brand interactions by the end of the decade. It was awarded Best Overall Speaker 2025, which I take as a credit to how much interest there is in the future of intelligent discovery.

The premise was simple: as intelligent systems become the intermediaries of choice, the web shifts from pages to protocols of interaction.

Rather than being the primary database, a website becomes an endpoint, one surface among many through which data and intent flow.

Paul Hewett Presenting on the future architecture of the agentic web at Measure Camp Sydney 2025 at Google Sydney.

Paul Hewett Presenting on the future architecture of the agentic web at Measure Camp Sydney 2025 at Google Sydney.

https://app.wunderpresentation.com/slides/287c02f7-8f63-81c5-bcda-ca973289b9a4?embed=true

Favourite Talks

My favourite talk of the day was from Lily Wu, who won Best Creative Talk.

She asked a simple question: does driving behaviour really change when it rains?

What made it memorable wasn’t just the topic but the transparency of her process.

She opened her Jupyter Notebook, showed her Python workflow, and explained every step, from data collection to visualisation. It was a masterclass in clear, honest communication.

https://youtu.be/iXGsvgyKRYc?si=Twstci7z5EOs-kvC

It captured what MeasureCamp does best, showing how curiosity and technical skill meet in real, human questions.

Another standout was SEO Analysis at Scale by Jack Golding from Funnel, a sharp, data-rich walkthrough of how to structure SEO insights for enterprise sites without drowning in data volume. It showed how thoughtful automation and clear framing can turn what’s often seen as a repetitive reporting task into a genuine performance insight engine.