With AI on the Rise, Business Events Focus on Emotional Engagement and In-Person Connection
Despite global uncertainty and digital disruption, the events industry is doubling down on genuine human interaction. This was a key takeaway from Cvent Accelerate 2025, where leaders discussed how technology, data, and creativity are blending to secure the future of business events.
A Place for Brands to Come Alive
In a digital-first environment, human connection is more than a bonus—it’s the industry’s strongest asset. Even amid change, business events remain resilient and crucial. According to the Cvent Event Industry Report 2024 – Asia Edition, 64% of organizations plan to increase their number of events, and 62% expect their event budgets to grow. Success now depends on staying mission-focused while adapting and innovating.
From Generative AI to Agentic AI
The AI landscape is shifting from tools like ChatGPT that create content, toward agentic AI which can plan, decide, and execute tasks independently. Event planners are eager to move from experimenting with AI to achieving clear returns on investment.
Cvent’s Cvent IQ platform uses machine learning and AI to predict registrations, adjust room blocks, and optimize marketing plans automatically. Another tool, the AI 3D Event Designer, lets planners visualize meeting room setups throughout the day simply by describing their needs.
Why In-Person Meetings Still Matter
As AI-generated content floods online spaces, in-person events remain vital for authentic connection. This fuels demand for smaller, more intimate gatherings like VIP dinners, executive roundtables, and community meetups that encourage deeper engagement.
Despite increasing tech adoption, the essentials don’t change: handshakes, conversations, and connection over shared meals. Crafting these moments thoughtfully is essential for event success.
Setting the Right Tone
Emotional connection and context are crucial. Ask yourself: how do you want attendees to feel when they enter?
Entertainment choices must align with the audience’s mood. For example, comedy might fall flat if attendees are tired or focused on networking. One keynote speaker shared an experience where a comedy act for 300 people didn’t land because the crowd prioritized networking over laughs.
Start by understanding the audience’s mindset, then create an atmosphere with the right music, food, and greeting style to engage them effectively.
Supporting and Understanding Gen Z
Patience is key with younger staff, especially Gen Z. It’s important to appreciate their perspectives, communication styles, and social media influences.
Without this understanding, training and preparing them to take on leadership roles becomes difficult. Giving them support and space to grow is essential—they’re the future of the industry.
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