Infosecurity Europe 2025: Veteran and newcomer dispatches from the cybersecurity frontline

Infosecurity Europe 2025 could not have come at a more poignant time. The annual cybersecurity conference at London’s Excel followed a tidal wave of cyberattacks against retailers on both sides of the Atlantic, dominating the media and the cybersecurity agenda.

This, as well as the ongoing intellectual debate about how to incorporate AI securely and appropriately into the world of cybersecurity, were significant points of conversation at the show.  

In attendance from TFD were Conor Heslin, an Infosecurity veteran of nearly a decade, and Santhana Kanapathippillai, visiting for the first time. In the show’s 30th year, and in a landmark year for the cybersecurity industry, they shared their perspectives on the show. 

Santhana, Account Executive:

What first struck me about attending my first Infosec was all the attempts made by vendors to cut through the usual trade show noise. From barista-made coffee to retro arcade machines and free ice cream, there was no shortage of gimmicks to tempt attendees onto stands.

Beneath the surface level spectacle, it can be difficult to distinguish genuine innovation from polished marketing fluff. That is why it’s so important to have smart, engaged questions ready. Most of the conversations I took part in were friendly and informal, and people seemed genuinely open to sharing insights, provided you moved past the swag and onto the substance of their company or tool.

One thing my colleagues mentioned from a branding perspective was the visual rebranding of cybersecurity. Many booths ditched the stereotypical black and red “threat” aesthetic in favour of lighter, more approachable design. It raised the question: Are brands trying to project more trust and transparency? And more importantly, is it working?

All in all, my first trip was insightful and enjoyable, and I’ve left with a heightened sense of the breadth and scale of the industry. The importance of attending these shows was immediately obvious to me: By better understanding the diversity and complexity of this landscape, I can better help my clients to cut through.

Conor, Account Director

Having attended my first Infosecurity Europe in 2017, some things remain constant: edible giveaways, cinematic demo booths, and the overwhelming sense of a saturated cybersecurity market.

This year, however, there was a clear sense of industry transition.

From a business angle, many exhibitors highlighted a strategic pivot towards the EMEA market, likely influenced by geopolitical instability elsewhere. This facilitated aggressive marketing and hiring initiatives in the region.

Technologically, AI continued to dominate discussions, though this year’s focus shifted from hype to practical application. A standout session by Netskope’s Rich Beckett addressed the operational challenges of AI, emphasising the need for usage to remain within the bounds of company IT and security policies. This outlook was shaped necessarily by widespread Generative AI adoption. 

From a marketing perspective, the core challenge remains unchanged: standing out in a noisy space. With only 5% of B2B tech buyers actively purchasing at any time, trade shows must be seen as anchors in a year round brand strategy, not the whole plan. As discussed in our recent webinar with Infosecurity Magazine’s Beth Maundrill, successful cybersecurity brands understand that visibility is a 365-day effort.

If you’re interested in learning more about how TFD can help you communicate your cybersecurity technology, please reach out.