Business events become 'trust infrastructure' as AI erodes online credibility
Face-to-face events are filling a gap created by AI-generated content and declining trust in digital channels, according to research from Saxton and ThinkerTank released on 19 March.
The report, The Future of Business Events: 2030 and Beyond, surveyed 360 event professionals and conducted 15 in-depth interviews. It found that connection and networking now rank as the top attendee behaviour shift, with more than half of respondents reporting increased demand for genuine human interaction.
As digital channels become saturated and remote work continues to reshape how teams operate, event professionals are designing in-person experiences specifically to build trust, relationships and organisational culture.
Relevance overtakes name recognition
Event professionals now rate speaker relevance to their audience three times more important than profile or name recognition. This reflects a broader shift away from filling rooms toward designing experiences that create measurable change.
Nearly 60% of respondents expect smaller, targeted events to drive future growth. One in three attendees said they expect a more personalised experience at events.
Anne Jamieson, Saxton CEO, said the industry is moving past volume metrics. "What we are seeing from clients is a genuine shift: away from filling a room and toward designing an experience that changes something. That might be how a team thinks, how a culture feels, or how a workforce understands what is coming next," she said.
ROI pressure meets measurement gaps
Almost three quarters of respondents said measurable return on investment will be essential or very important by 2030. However, the report notes a persistent challenge: some of the most valuable outcomes events deliver - trust, relationships, belonging and culture - remain difficult to quantify.
The research identifies six trends shaping business events through 2030: experience, connection, relevance, personalisation, quality and proof.
Australia's events sector faces new demands
Australia's business events industry contributes more than $19.6 billion to the visitor economy. Strong demand alone will not ensure long-term relevance, the report argues.
Events designed around trust, connection and measurable outcomes will define the sector through the next four years. For event professionals, this means the pressure to demonstrate strategic value has increased even as the metrics for that value remain contested.
Learn more about AI for Hospitality & Events and how artificial intelligence is reshaping how organisations approach business events and attendee engagement.
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