The Future of Events in an AI World: Why Human Connection Still Wins
We’ve all heard the quote: “AI is like teenage s*x—everyone says they’re doing it, but nobody really knows what it is.” It’s a funny (and true) way to sum up the current state of AI across industries. But in the events world, AI isn’t just a buzzword…it’s become almost inherent, or a “must have”. Still, even as the tech evolves, one truth holds firm: real human connection matters more than ever.
I recently joined Dora Figueredo on the Meeting Protocol podcast to talk about just that—how AI is shaping the events industry and why live experiences are still irreplaceable.
Why Events Matter More Than Ever in a Digital World
We’re bombarded by thousands of digital touchpoints a day from every angle: ads, emails, push notifications, you name it. So when you can get someone’s full attention, in person, it’s powerful. That’s what makes events so important. They cut through the noise and create space for real connection.
In sales, for example, I constantly hear, “If I can just get this prospect in a room with me, everything changes.” It’s not just about lead gen or pipeline—it’s about trust and relationships. Whether you're launching a product, gathering client feedback, or retaining top employees, there's always an event format that can support your goals.
Events as a Strategic Function, Not Just a Marketing Line Item
I have strong feelings about where event professionals should sit within an org chart. Events support so many departments—marketing, sales, product, HR. Too often, we get siloed or treated like party planners instead of strategic partners.
If you’re lucky to have that centralized team, an internal events handbook with different service tiers can provide a structure and continuous experience throughout the organization.. That structure creates consistency, efficiency, and allows teams to tap into events expertise without going rogue. Ideally, events should be their own centralized function. If not, they at least need the cross-functional respect they deserve.
… and truly so much more. The less time you need to think about the details, the more time you can focus on the content and experience for attendees.
Yes, AI Is Here—But Let’s Not Use It Just for Show
AI is now everywhere in event content, and often it feels like people are including it just to say they did. When it’s meaningful (like what Canva has done to enhance user creativity) it’s fantastic. But if it’s slapped on a session title with no substance, it just weakens credibility.
From a planning perspective, AI has huge potential behind the scenes. Tools that match attendees to sessions or streamline one-on-one meetings are genuinely helpful. Same with automating repetitive admin tasks like budgets or registration workflows. But a lot of tools still overpromise and underdeliver. Let’s fix the basics first—then innovate.
People Want Real Connection & Experiences, Not The Status Quo
Today’s attendees, especially Gen Z and millennials, expect more than just PowerPoints in a ballroom. They want immersive, shareable experiences that feel personal. It doesn’t have to be extravagant—it just has to be intentional.
At a past event, we gave every guest a silver dollar with their menu, then invited them to toss it into the Bellagio fountains and make a wish. It cost very little, but guests were enchanted. It’s those little moments that stick.
We recently built a trade show booth as a record store (our client’s tagline was “Revenue on Repeat”)—complete with branded sleeves and a listening station. It made the booth approachable and memorable. If you're going to spend $50K, make it matter.
AI Can’t Replace What We Do
Event planners deal with high stakes and high stress—yet the profession is still undervalued. We’re often asked to prove ROI in ways that other departments aren’t. That’s why I’m a big believer in documenting your impact. ALWAYS track your successes in some way - that can be: NPS, engagement, revenue influence, whatever metrics matter to your org.
But here’s the thing: our work feels quite AI-proof - I believe in some ways events are the antidote to AI . Planning events requires empathy, emotional intelligence, crisis management, collaboration, and creativity. You can’t automate human nuance. You can’t manufacture or code human connection.
Smarter Tech, Not Lazier Work
That said, I do use AI where it helps:
Project plan templates → Let ChatGPT draft it, then I tweak.
List building for outreach → Use tools like Apollo or ZoomInfo to target the right attendees.
Initial content ideas → It’s faster to edit than create from scratch.
But I always review closely—AI rarely thinks like me (thankfully).
Future AI Wishlist:
The one area I wish AI could truly solve? Venue sourcing. The fact that we still have to email 100 venues to find out capacity and floorplans is absurd. Someone build this, please!
Events Are Experiences—Let’s Treat Them That Way
My motto: if you can make any touchpoint an experience, you should. Music, scent, personalization, surprise. Every unique personal detail you can include, all of it adds up to something greater! Remember: B2B doesn’t mean boring. If you're trying to connect with humans, design like you mean it!
Want to chat events or need support for your next big moment?
Visit 301walsh.com or connect with me on LinkedIn. I’m always happy to nerd out about experiential strategy, event tech, or how to make your next activation unforgettable.
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