Opinion
Why AI is making live events more rather than less valuable
REBECCA KELLY, FOUNDER AND CEO OF UK-BASED VENUE BOOKING PLATFORM, VENUESCANNER, SHARES A VIEW ON HOW EVENT FORMATS, BUDGETS AND EXPECTATIONS ARE EVOLVING IN RESPONSE TO AI
F rom marketing emails to
social media posts and landing pages, AI is making it easier than ever to produce digital content at scale. But while the volume is certainly increasing, trust in digital channels is becoming much harder for brands to earn.
This is one of the most striking insights from VenueScanner’ s latest State of the UK Events Industry report. As AI reshapes how organisations communicate online, businesses are rediscovering the unique value of in-person interaction. Events offer something that technology still can’ t replicate – shared experience, genuine engagement and human connection.
That’ s why AI isn’ t replacing events, it’ s making them more important.
Fewer, but far more intentional events Companies are becoming far more selective about the events they run. Our data shows fewer events overall, but greater investment in the ones that remain. Average budgets per event are broadly stable, yet spend per guest has increased by around 8 %, reflecting a shift toward more premium experiences.
At the same time, smaller formats such as private dining are growing while larger networking events are declining – a sign that organisations are prioritising targeted, highimpact gatherings over generic large-scale events.
Rebecca Kelly
The result is events that feel more considered, more valuable and ultimately more memorable.
At the same time, AI is already beginning to shape the operational side of the events industry.
Around 41 % report using AI to help with event marketing tasks such as email copy or promotional content, while others are beginning to use it for agenda planning and content development. In most cases though, AI is acting as an efficiency tool rather than a strategic decision-maker. It helps event teams move faster, automate routine tasks and free up time to focus on the creative and human aspects of planning.
That balance is important. Technology can streamline logistics, but the success of an event still depends on experience design, atmosphere and meaningful interaction between people.
Authentic experiences are the differentiator The more AI-generated content we see online, the more valuable authenticity becomes.
Events allow organisations to demonstrate their values, culture and expertise in a way that audiences can experience directly. You can’ t replicate the energy of a live audience, the spontaneity of conversation or the trust that builds when people meet face-to-face.
This is why many brands are increasingly treating events as a core channel for community-building and credibility.
Our research suggests this shift will accelerate. Over the next few years we expect events to become shorter, sharper and more editorially driven, with greater emphasis on speakers, discussion and curated experiences rather than largescale production.
Venues are no longer just backdrops for events; they are strategic assets that shape the guest experience and reinforce a brand’ s identity. Accessibility, flexibility and distinctive design are becoming critical decision factors as organisers look to maximise the impact of every event they deliver. For organisers, the challenge is to design events with clear purpose. The most successful gatherings will be those that bring the right people together around meaningful conversation, insight and shared experience.
AI is making one thing clearer than ever, which is that when the digital world becomes more synthetic, real human connection becomes more valuable. And that’ s exactly what great events deliver. n
58 / CONFERENCE & MEETINGS WORLD / ISSUE 142