As we look ahead to 2025, the future of events is set to be shaped by groundbreaking trends and innovations. Leading experts from top brands including Apple, LinkedIn, HubSpot, Canva, and CyberArk have come together to share their insights on what to expect in the ever-evolving landscape of the events industry. From the continued popularity of hybrid events and the growing potential for AI-powered personalisation to the increasing demand for sustainability and purpose-driven experiences, the upcoming year will likely bring a blend of technology, creativity, and human connection, streamlined by tech advancements. Find out what industry leaders believe will be key differentiators in 2025 and what critical trends will be making a difference.

2025 Predictions - Yana Rozhkova - Apple

Yana Rozhkova

Marketing Manager (MENA) at Apple

The world of events has evolved dramatically, adapting to the rapid changes in technology, audience expectations, and market dynamics. In 2025, events are not just about gatherings; they are powerful tools for driving business impact. As we move toward an era where the lines between physical and digital experiences blur, event strategies are pivoting to prioritise in-person interaction, creativity, infotainment, and integrated marketing. My opinion on what the future of events holds:

Events as part of a holistic marketing strategy

Gone are the days when events were standalone efforts. In 2025, events are an integral part of a comprehensive marketing strategy that connects every touchpoint across the customer journey. This holistic approach ensures consistency and continuity, allowing brands to amplify their messaging, engage their audience at multiple levels, and generate long-term value. Events now support broader brand objectives like nurturing customer relationships, enhancing brand reputation, and delivering measurable business impact.

For instance, integrating an event with other channels—social media, email marketing, PR, and content marketing—can create a cohesive brand experience. With this approach, each interaction contributes to a well-rounded, connected experience for attendees, reinforcing key messages and fostering loyalty beyond the event itself.

Measuring success: impact-driven metrics

As events become more integral to marketing, the way we measure their success has shifted from traditional metrics like attendance numbers to more nuanced and impact-driven measurements. Metrics in 2025 go beyond “how many” to “how valuable,” focusing on the quality and longevity of the connections made.

Key performance indicators (KPIs) now include:

  • Return on Investment (ROI): Beyond just revenue from ticket sales, ROI considers the event’s impact on sales, brand equity, and partnerships.
  • Lifetime Value (LTV): Events increasingly aim to nurture relationships with high-value customers, measuring the influence on their future engagement and spending.
  • Customer Satisfaction and Net Promoter Score (NPS): Surveys gauge attendee satisfaction and willingness to recommend the event to others, giving insight into brand perception.
  • Engagement Rate: Tracking interactions through apps, social media mentions, and post-event activities can reveal attendee engagement levels and highlight areas of interest.
  • PR and Media Value: Events that generate positive press coverage and influencer buzz hold significant value, positioning the brand favourably in the public eye.
  • With the help of AI-driven analytics, data from these metrics can be collected in realtime, allowing for quick pivots and more accurate long-term strategic planning.

The in-person interaction resurgence

After years of virtual experiences, the value of face-to-face interaction has come back stronger than ever. In-person events offer something digital formats can’t replicate — organic connections, spontaneous conversations, and tangible shared experiences. People attend events not only for the content but for the networking opportunities and human connection.

In 2025, in-person interactions will continue to drive emotional engagement and build trust, which are essential for lasting relationships. Brands are leveraging these gatherings to create “moments that matter” by designing experiences that feel personal and memorable. The return to in-person events doesn’t mean abandoning digital; instead, it’s about blending the best of both worlds, with virtual elements enhancing physical experiences to reach larger, geographically dispersed audiences.

Creativity as a differentiator

With countless events vying for attention, creativity is the key to standing out. In 2025, a single, unique idea can make all the difference—and it doesn’t necessarily require a large budget. Often, it’s the simplest, most original concepts that resonate the most with audiences. Whether it’s an unexpected event theme, a surprising interactive element, or a clever way of personalising the experience, one well-executed idea can elevate an event from memorable to unforgettable.

For example, a low-cost but thoughtful gesture, like a personalised welcome or an interactive activity that resonates with the audience’s interests, can create lasting impressions. Rather than focusing on extravagant budgets, brands can concentrate on genuine, creative approaches that deliver a meaningful experience. In a world where attendees crave authenticity and connection, it’s often the small, imaginative touches that leave the deepest.

Data collection before and after events

In 2025, the role of data in events is more vital than ever, extending beyond the event itself to encompass pre- and post-event insights. Gathering data before the event allows brands to understand attendee preferences, tailor experiences, and ensure that content aligns with audience expectations. Pre-event surveys, social media sentiment analysis, and registration data provide valuable insights that help shape the event agenda and personalise interactions, ensuring each attendee feels seen and valued. Post-event data collection is equally crucial. Gathering feedback on attendee satisfaction, engagement levels, and content relevance provides a clearer picture of the event’s success and areas for improvement. Tracking digital engagement, such as app interactions and post-event content shares, also gives insight into how the experience resonated. This feedback loop not only helps measure ROI and brand impact but also informs strategies for future events, creating a continuous cycle of improvement. By leveraging both pre- and post-event data, brands can design more impactful experiences that adapt to audience needs and preferences, building a stronger, data-informed approach to event success.

The future of events is dynamic, data-driven, and highly experiential. By embracing these trends, brands can not only stand out but also build impactful connections that drive long-term value in 2025 and beyond.

Conclusion: serving the “why” over the “how”

As we look ahead, it’s clear that events in 2025 must go beyond logistics and execution — they should serve a deeper purpose. Brands should focus on the “why” of hosting events rather than getting caught up in the “how.” The goal is not just to bring people together but to create meaningful connections, drive lasting impact, and resonate with audiences on an emotional level. When events are aligned with a brand’s core purpose and values, they become more than just another marketing tactic; they transform into powerful experiences that inspire, engage, and build enduring loyalty. In a world that’s fast-moving and constantly changing, it’s the “why” that makes events truly unforgettable and impactful.

2025 Predictions - Danielle Damiano - LinkedIn

Danielle Damiano Medeiros

Head of Events and Experiences at LinkedIn

The event landscape is rapidly evolving, and 2025 is set to bring new opportunities for brands to connect with their audiences in impactful ways. Here are the key trends I see shaping the future of event marketing:

Hybrid events are here to stay

Hybrid events , which combine in-person and virtual components, have become a cornerstone of modern event marketing. They offer brands the ability to connect with geographically dispersed audiences while maintaining the immersive appeal of live, on-site interactions. For attendees, flexibility is key—offering options to participate remotely or in- person ensures accessibility for a wider audience, accommodating differing preferences, budgets, and travel constraints. Hybrid events also provide the added benefit of extending the event’s lifespan through recorded sessions and on-demand content, creating ongoing engagement opportunities long after the event ends.

Personalisation at scale

The era of one-size-fits-all events is over. Today’s attendees demand experiences that feel uniquely tailored to their needs, interests, and professional goals. This involves offering curated content tracks, personalised session recommendations, and targeted networking opportunities. Brands that leverage attendee data to create customised agendas or connect participants with relevant peers can drive deeper engagement and satisfaction. Personalisation also extends to post-event interactions, where follow-ups can be tailored based on attendee behaviour, preferences, and participation, reinforcing connections and loyalty.

Thought leadership as a differentiator

In an increasingly competitive event landscape, thought leadership is a critical differentiator. Attendees prioritise events where they can learn from industry leaders, gain actionable insights, and explore forward-thinking ideas. Events that feature impactful keynotes, panel discussions, and workshops led by respected experts can elevate a brand’s credibility and influence. By positioning themselves as thought leaders, companies not only attract high-value attendees but also solidify their reputation as innovators in their field, fostering long-term trust and partnerships.

AI and data-driven event strategies

AI technology is transforming event planning and execution by enabling brands to make data-informed decisions at every stage of the process. From predictive analytics that forecast attendee preferences to AI-powered tools that streamline event logistics, technology helps create more efficient and engaging experiences. Post-event, AI can analyse attendee behaviour to uncover insights such as session popularity, engagement trends, and ROI metrics. These insights enable brands to refine their strategies, ensuring each event outperforms the last while delivering measurable business impact.

Sustainability and purpose-driven events

Sustainability is no longer optional—it’s an expectation. Modern audiences seek out brands that demonstrate a commitment to environmental and social responsibility, and events are no exception. This includes practices such as reducing waste, using eco-friendly materials, sourcing locally for food and supplies, and minimising carbon footprints through sustainable travel and energy use. Events that align with broader societal values not only appeal to attendees but also enhance a brand’s image as a purpose-driven organisation, fostering deeper connections with like-minded audiences.

Networking at scale through in-person engagement

At the core of any successful event is its ability to foster meaningful connections, and in-person experiences remain unmatched in building relationships. By leveraging technology, in-person networking becomes more impactful and efficient. Tools like AI-powered matchmaking can identify shared interests and facilitate introductions before attendees even arrive, while event apps can offer features such as personalised agendas, attendee profiles, and real-time scheduling for on-site meetings. These enhancements make face-to-face interactions more purposeful and memorable. In-person networking creates unique opportunities for building trust, deepening relationships, and fostering collaboration, extending the value of the event far beyond its duration.

Immersive experiences with emerging tech

Immersive technologies like virtual reality (VR), augmented reality (AR), and gamification are redefining attendee engagement. These tools allow brands to create interactive, memorable experiences that captivate and educate audiences. From virtual product demonstrations to AR-enhanced scavenger hunts, these technologies provide attendees with hands-on, impactful interactions that are both fun and informative. As these technologies become more accessible, their use in events is expected to grow, helping brands stand out in a crowded market and leave lasting impressions. 

The LinkedIn advantage

LinkedIn offers a suite of event marketing solutions that empower brands to stay ahead of these trends while effectively reaching a professional audience. Here’s how LinkedIn’s tools align with the 2025 trends:

  • LinkedIn Live and Event Ads: Promote your hybrid or in-person events with targeted LinkedIn Live sessions to build anticipation and extend your reach. Use Event Ads to drive registrations and visibility among a highly relevant audience.
  • Personalised Engagement: Leverage LinkedIn’s advanced targeting to reach attendees who are most likely to benefit from your content. Create personalised follow-ups through LinkedIn messaging to continue the conversation post-event.
  • Thought Leadership Ads: Amplify your message by showcasing your brand’s thought leadership in front of decision-makers, positioning your company as a leader in the B2B space.
  • Data-Driven Insights: LinkedIn’s robust analytics tools provide real-time engagement metrics, helping you optimise event strategies and understand audience behaviour.
  • Networking Opportunities: Facilitate meaningful connections before, during, and after your events through LinkedIn Groups and attendee visibility features.
  • Showcase Purpose-Driven Initiatives: Use LinkedIn to highlight your brand’s sustainability and purpose-driven efforts, fostering deeper connections with like-minded professionals.
  • Promote Immersive Content: Share highlights of interactive activations, VR/AR demos, and other cutting-edge experiences via LinkedIn to keep the momentum alive post-event.

2025 Predictions - Jimmy Knowles - Canva

Jimmy Knowles

Global Head of Experiential at Canva

As we hurtle toward 2025, experiential marketing is evolving into something more dynamic, personal, and impactful than ever. This is my hot take on the biggest trends poised to revolutionise the way brands create and connect with audiences:

Experiences that are uniquely yours

Artificial Intelligence is stepping up its game, turning brand activations into personalised adventures. Imagine walking into an event where AI tailors the lighting, sound, and even activities to your preferences—all in real-time. It’s like having an event designed specifically for you (because it basically is).

Sustainability as the standard

By 2025, sustainability isn’t just an add-on—it’s a core expectation. Brands are embracing eco-friendly everything, from zero-waste setups to renewable energy-powered events. These aren’t just greenwashing efforts; they’re authentic, impactful shifts that audiences demand and brands are proud to deliver.

Phygital communities are taking over

Say hello to “phygital” (physical + digital) experiences that bring people together in entirely new ways. Events will blend in-person activations with increasingly interactive online spaces, creating seamless, engaging moments for audiences everywhere. Whether you’re on-site or tuning in from across the globe, it’s all about fostering connection and building year-round communities.

Wellness and purpose at the core

The days of draining, jam-packed schedules are out (and honestly, thank God). Events in 2025 will prioritise mental and physical wellness with meditation lounges, sensory-friendly zones, and healthier options for food and downtime. Add in purpose-driven experiences—like activations that amplify social causes or give back to communities—and you’ve got a recipe for events that are as meaningful as they are memorable.

Final thoughts

2025 is all about creating experiences that go beyond the event itself. It’s not just about showing up; it’s about standing out, giving back, and connecting with audiences in ways that matter. The future of experiential is bold, bright, and brilliantly human. Are you ready? 

2025 Predictions - Katherine Tooley - Hubspot

Katherine Tooley

VP, Global Events & Experiences at Hubspot

AI disrupting event operations

Streamlining operations with AI in order to focus on improving in-person logistics and creativity. The first things I see being disrupted are customer service, registration data, onsite badging and credentials, programming and speaker research/vetting, session recaps/transcripts, session on-demand video editing, and attendee feedback collection and analysis.

Balancing long-form and short-form content

Focusing on long-form content at the event and short-form recaps post-event. People aren’t enjoying watching event content livestreamed or thrown up on demand without careful curation and editing to shorten and highlight the main points. Don’t let your inperson content dictate your video content strategy. Don’t let your video content strategy dictate your in-person content. Find a way to satisfy for both.

Curating customer-centric content

Curating content for the Customer first. Programmers are going to be more focused on developing their content by asking questions like “What problems keep my Customer up at night?” or “What specific trends do my Customers want more education on?” before they even begin to launch their speaker search. RelevanceRelevancy of topic for the audience is going to top the popularity of the speaker.

The rise of niche thought leadership

Thought leadership Micro-influencers and niche business communities by segment or industry are going to rule B2B experiences this year. Attendees want to meet and listen to individuals with a strong POV, niche expertise, teaching through practical application and heavy engagement with their followers and customers.

2025 Predictions - Devin Cleary - CyberArk

Devin Cleary

Head of Experiential Marketing at CyberArk

As we approach 2025, the events industry is at a critical juncture, influenced by challenges like remote work, rising costs, safety concerns, and AI integration. Here are my predictions and trends to watch as you plan your future programs and activations. Staying agile and strategic will help you navigate these changes, unlocking new opportunities for innovation and growth.

AI-powered shift

While AI has traditionally been utilised to enhance team efficiency (automating tasks like scheduling, registration, and data management), the next evolution will centre on elevating the attendee experience. Event marketers will use AI-powered bots and software to offer seamless self-service for customers. From chatbots providing real-time support to virtual assistants guiding schedules and directing sessions, AI will deliver self-guided concierge services. AI will also power interactive kiosks, facial recognition for check-ins, and smart recommendations for sessions or networking. By integrating AI, organisers will create more engaging, intuitive environments tailored to attendees’ needs, enhancing event satisfaction.

Redefining event design for all

Human-centric design, with a focus on neurodiversity and sensory preferences, will be a top trend for event teams to prioritise. This includes offering spaces for both high-energy interaction and quiet focus, along with sensory-friendly elements. Accommodations like special badge pickup hours, sensory inclusion bags, and coloured name tags can enhance inclusivity. Offering diverse learning styles, such as using NaturalReader for dyslexic attendees, will improve accessibility. Implementing sensory tags for sessions and providing quiet spaces with extended breaks will ensure a more personalised and comfortable experience for all attendees.

Enhanced health & safety protocols

Integrating the latest technologies will be vital for maintaining trust and attendee security. Touchless check-ins, real-time occupancy tracking, and health credentialing apps will continue to safeguard participants while streamlining logistics. Physical safety measures, such as crowd control and emergency response plans, will remain essential. Equally important is psychological safety — creating environments where attendees feel comfortable engaging with NEW ideas and people. This includes not only managing physical risks but also offering mental health support to ensure participants feel respected and supported throughout the event.

Embracing nontraditional venues & tier 2 locations

Companies will break the mould by exploring alternative venues (beyond traditional conference halls & hotels) that align more closely with their brand and values. Choosing unique locations such as art galleries or historic sites will create immersive, memorable experiences. These venues will offer greater flexibility, elevate branding opportunities, and provide fresh settings for networking and engagement, ensuring events leave an impression. Creative tactics like guerrilla marketing at airports or utilising outdoor spaces around existing venues will further help organisations stand out from the competition. 

A new standard for data protection

Safeguarding attendee information and ensuring transparency will be a top priority for organisers. With increasing privacy concerns, attendees expect clear communication on how their data is collected, used, and protected. Teams will need to implement stronger data protection measures like encryption, secure platforms, and GDPR compliance. Programs will increasingly integrate accessible privacy policies and consent forms, making data protection an integral part of the attendee experience.

Focus on experiential learning

More events will focus on interactive, hands-on experiences that engage attendees and encourage active participation. Instead of just absorbing information, participants will be immersed in activities that foster collaboration and create lasting connections. Organisers should experiment with different formats and creative approaches, pushing beyond traditional programming to offer fresh, impactful experiences.

Networking takes centre stage

As major conferences evolve, there’s a shift toward prioritising connection time over traditional session content. Face-to-face interaction remains essential for building meaningful relationships and sparking innovation. Expect conferences to offer more time for informal networking, where attendees can connect and collaborate in a relaxed atmosphere. Companies recognise that these interactions create significant value, going beyond formal presentations.

2025 Predictions - Ele Mather - PwC

Ele Mather

Senior Creative Experience Manager (Alliances) at PwC

Our prompt poet era

AI is spearheading a revolution in the event industry, driving efficiency and unlocking a world of new possibilities. In a landscape where every second counts, AI emerges as the indispensable ally, optimising resource management with unparalleled precision. From the early stages of event planning—crafting compelling pitches, building impactful presentation decks, and seamlessly managing invitations—to the meticulous structuring of agendas, AI automates and perfects these vital processes, delivering speed and personalisation like never before.

As the curtains rise on the main event, AI takes centre stage, elevating participant engagement through real-time session summaries and orchestrating seamless social media interactions. It fuels dynamic content creation, ensuring each moment is interactive and unforgettable. Once the applause subsides, AI continues its invaluable work by collating feedback and generating insightful reports, essential for gauging success and identifying areas for enhancement. While AI won’t replace jobs, it will redefine them, empowering those who master its capabilities to become indispensable. As the industry embraces AI’s transformative power, it promises to redefine how events are organised, executed, and analysed, leading to more efficient and impactful experiences.

Not using tech for tech’s sake

In an era where technology often dazzles with its novelty, the true magic lies in its ability to elevate a brand’s storytelling. Rather than serving as a mere spectacle, technology should be the thread that weaves and enriches the narrative, ensuring depth and authenticity shine through. As businesses awaken to the profound impact of long-term tech solutions, we anticipate a surge in investments aimed at crafting consistent and captivating stories. Take the Vegas Sphere, for example—it’s a shining beacon of how cutting-edge technology can be harnessed to amplify marketing campaigns, showcasing the transformative power of creative tech in redefining brand experiences.

Creative storytellers

Gone are the days when champagne and canapés could wowdazzle an audience. In today’s fast-paced world, where our delegates are time-strapped and craving something beyond the ordinary, it’s imperative to think outside the box. We must push the boundaries, crafting unforgettable experiences that linger in memory long after the event is over. Events are no longer standalone affairs; they are pivotal components of broader marketing strategies. The narrative woven through an event can amplify a brand’s message, making it an indispensable tool in the marketing arsenal. It’s time to elevate our game, embrace creativity, and transform the way we engage with our audiences.

2025 Predictions - Vanessa Lovat - Financial Times

Vanessa Lovat

Strategy Consultant at Financial Times

A new era for events in 2025

In 2025, I believe we’re going to see a genuine improvement in the way events are designed, delivered, and measured. This shift will involve greater rigour across three key areas: measurement, content, and networking. These changes won’t just enhance the quality of the events themselves, they’ll also mean we event profs can prove the value that events deliver.

The turning point for event measurement

Let’s start with event measurement. Next year will mark a turning point for how we evaluate success. The focus will shift to clear, actionable metrics and KPIs that directly tie to business outcomes. What exactly are you trying to achieve with your event, and how will you prove you’ve achieved it? Vague goals and surface-level feedback like ‘the attendees loved it’ will no longer suffice. Instead, we’ll see a demand for robust frameworks that provide measurable proof of an event’s value, whether that’s simply increased revenue or something more specific like stronger client relationships or quantifiable pipeline contributions.

Content under sharper scrutiny

Next up, we’ll see content continue to come under sharper scrutiny. The modern attendee has no patience for fluff, and rightly so. In 2025, event organisers will need to go beyond “nice-to-know” information and focus exclusively on “need-to-know” content that directly addresses their audience’s challenges and objectives. This is what will drive people to show up to events and actually engage.

Strategic and meaningful networking

Finally, networking will become much more strategic. Gone are the days of assuming attendees will “just network.” In 2025, organisers will need to engineer opportunities for meaningful connections, using structured formats and likely some tech tools to ensure attendees leave with new relationships that matter. Success will be defined not by how many people they shook hands with, but by how many connections were made that actually add value to them in the future.

Empowering event professionals

The best bit about these predictions is that they aren’t just about improving events… They’re about empowering event professionals to prove their worth, strengthen their voice in a business strategy and justify the need for budgets to at least remain static but, better still, increase! It’s definitely feeling like a very, very good time to be in events, and I look forward to playing my part in it all.

2025 Predictions - Daniel Curtis - emc3

Daniel Curtis

Chief Strategy Officer at emc3

Reflecting on predictions and looking to the future

If there is one thing I have learnt about predicting the future, it is that I am not very good at it. So, instead, I am going to share my hopes for the events industry in 2025, because as a wise man once said: “The best way to predict the future, is to create it.”

2024: a year of transition and uncertainty

2024 felt like a transition year in many ways – we were far enough out of the pandemic for larger-scale, in-person events to be the main focus for our clients; however, planning and budgeting timelines were still truncated, as they had become during the more reactive, virtual or hybrid years.

2024 was also a year of massive global political changes, particularly in the UK and the US, which I feel led organisations to hesitate in committing to longer-term projects, during the uncertainty leading up to the elections.

However you feel about the results of those elections, the fact that they are done for another few years should allow teams to work on their events and GTM strategies, at least with more certainty and visibility of the economic direction of travel.

Looking beyond the next quarter

So my FIRST hope is that clients will be able to look beyond the next quarter and even the next financial year to really leverage the opportunity that events give businesses to set agendas, to clearly communicate their visions and to drive change.

Moving beyond event apps

My SECOND hope comes from a feeling that I have had for a while now, which has been born out by many conversations I have had over the last few months with event professionals from all sectors…Event Apps have had their day.

Now, I am not saying that there is no place for something which organisers can use to communicate with and connect their attendees through their devices, but I don’t believe that we should require everyone to download a native app, which they have to learn how to use for 2 days then never see again!

With the hyperspeed improvements in AI and increased applications of smart contracts through NFT technology, we can develop ways to really engage with attendees and provide them with real-time information, which upgrades their onsite event experience while providing the organisers with clean data to help iterate and improve.

AI as a tool for inclusion and accessibility

And speaking of AI… my THIRD hope is that AI becomes a tool which is widely used to help make events more inclusive and accessible. In full transparency, I am very much an AI novice however, every day it seems that there are new applications which can be used to level the playing field.

One potential application, which caught my eye, is for the delivery of content…

Everyone consumes content differently; personally I connect a lot better with conversations than presentations… so while a keynote can be engaging, I find a panel or an editorialised conversation about a topic, such as a podcast, is more likely to bring me along. Others may prefer to consume content in a written format or in short form, such as video or audio only.

At the moment, to convert sessions into multiple formats is costly and time consuming, however with AI we can very quickly, if not instantly, provide multiple versions of a session that the consumer/attendee can pick from at very low cost.

It isn’t perfect yet, but at the rate of improvement I hope we will see its widespread use by the end of the year.

Looking ahead with optimism

I am very optimistic about what 2025 has in store for our events industry and know that at emc3, we will be working hard to create a great future.

2025 Predictions - EJ Oelling - 6Sense

EJ Oelling

VP, ABX at 6Sense

Data is KEY

In 2025, using data to identify target audiences and craft a compelling experiential blend will set events apart from previous years. As we fully emerge from the post-pandemic landscape, brands are re-establishing how they engage with their audiences. While virtual and digital outreach dominated for a time, simply relying on digital or email targeting is no longer enough to be successful and help a brand stand out. The next level involves delivering highly tailored experiences, with data as the driving force behind strategic decisions. You ultimately need DATA to drive who you want there – and they will be a key driver for your ROI. 

Memorable moments

With professionals more inclined to travel and engage in face-to-face business, networking remains a core component of events. To stand out, organisers should focus on being facilitators of impactful connections, creating memorable moments that bring people together.

It’s not about the size of the event but about bringing the right people together in smaller, targeted gatherings that can significantly drive pipeline growth and accelerate deals. Customisable experiences will go a long way!!  

We use our own 6sense technology to refine our strategies by understanding target personas, identifying where they live, and pinpointing the right locations for business engagement. These insights allow for building experiences that are not only data-driven but also highly relevant to the audience. 

You are going to spend money – spend it the RIGHT way!

With budgets remaining flat, optimising spending becomes crucial. Data-driven decisions help allocate resources at the right time and place, ensuring maximum ROI. As success is demonstrated and ROI grows, budgets may also grow (we can all hope!!)

A fun bonus one – inclusivity

It’s not just having gluten-free food or a mother’s room anymore. Add a zen room, closed captioning for your audience, and offer a variety of food options throughout the day. But my favourite thing for 2025 is the mocktail. Not everyone wants an adult bevy. We see now more than ever that people don’t want a boozy evening event; they want a memorable event. Make sure that ALL your drinks are served in the same glassware, that way, no one will get the “Oh, not having a drink tonight?” Make it so everyone is included in the fun and never singled out!

I always like to say, “data + experience = pipeline.” I think marketers will embrace this mantra in the upcoming year, driving a shift towards events that prioritise meaningful engagement and data-informed strategies.

2025 Predictions - Alena Kerosinskaya - Backbase

Alena Kerosinskaya

Senior Manager, Marketing Operations at Backbase

As the events industry continues to evolve, adapting to emerging trends is crucial for creating memorable experiences. While the buzz around AI is everywhere, it’s important not to overlook some of the fundamental principles. Sure, adding AI can be beneficial—it won’t at least consume all the coffee at the event, though it might suggest a blockchain panel every five minutes. To avoid putting the entire event in AI’s digital hands, let’s revisit some foundational basics that can still make a big impact.

Blend digital and physical

While physical events offer tangible, immersive experiences, the digital component has become essential to the event journey. From discovering the event to receiving a digital ticket, the attendee’s journey begins online. Even on-site, the digital experience continues, enabling attendees to manage their agendas, connect with others, and navigate the event seamlessly. However, it’s crucial not to lose sight of the event’s core purpose: fostering face-to-face connections. Technology should enhance these interactions, not detract from them. Investing in an intuitive event app can provide seamless support as a digital assistant, ensuring technology serves to enrich face-to-face engagement.

Being sustainable does not equate to going virtual

Sustainability is a crucial aspect of event planning that does not necessitate a transition to virtual formats. It is advisable to engage your sustainability team from the outset to ensure the integration of eco-friendly practices throughout the event. When selecting a venue, prioritise a centrally located site to facilitate ease of access, thereby reducing the overall carbon footprint. Should you choose a location outside the city, consider providing electric shuttles to minimise individual travel emissions.

Furthermore, it is essential to select vendors who are committed to sustainable practices and to emphasise the recycling and reuse of promotional materials. Rather than relying on single-use items, opt for eco-friendly swag that attendees will find valuable, as many branded items tend to be discarded shortly after the event. By incorporating these strategies, you can create a memorable event that reflects your organisation’s commitment to sustainability while still offering a rich and engaging in-person experience.

Start targeting Gen Z

In B2B industries, longer sales cycles are common and widely accepted. However, event strategies often prioritise targeting C-level executives with the goal of immediate conversion. But what if we shifted our approach and invested in future opportunities? Younger professionals are already advancing within their organisations, introducing innovations, and adopting the latest technologies. A Gen Z attendee could become a key advocate, presenting your company’s solutions to their leadership team. Even if no immediate conversion results, they may champion your brand in future roles, extending your reach and influence across different organisations and industries.

Take your time when assessing event impact

When evaluating the impact of events, it’s essential to avoid rushing to conclusions based solely on immediate results. While events are often linked to the opportunities pipeline, their influence can be nuanced and varies significantly among participants. Not all attendees arrive with a purchasing mindset; many come to network, gather information, or explore potential solutions without any immediate intent to buy. Given this reality, relying solely on immediate pipeline metrics—such as leads generated or sales conversions—can provide a misleading picture of an event’s overall success. Instead, it’s beneficial to adopt a more comprehensive approach to measuring impact. Consider expanding the range of metrics you analyse to include post-event indicators that can offer deeper insights into audience engagement and brand perception.

2025 Predictions - Roger Justin - AND Digital

Roger Justin

UK Events Lead at AND Digital 

Building relationships, growing your pipeline, and maximising marketing ROI

The importance of still utilising events to deliver immersive brand experiences that dazzle people’s senses, touch their heart, and stimulate their minds still remains as important as ever.  However, as we step into 2025, the real value of well-executed events now extends far beyond being a mere spectacle. With marketing budgets now under ever-tighter scrutiny to deliver tangible ROI, events will continue to solidify their role as a crucial tool for Chief Marketing Officers and decision-makers. Thus, increasingly events are no longer just about entertainment or brand visibility—they are now a pivotal vehicle for driving business development, nurturing client relationships, and accelerating sales pipelines.

The evolution of the event industry now means that both business customers and consumers are looking for more than a well-executed event; they seek moments that connect to them personally and professionally. Events that appeal to the senses, resonate emotionally, and offer intellectual stimulation will create a more lasting impact—whether it’s through sensory engagement, storytelling, or thought-provoking content. The face-to-face elements of events are now essential for creating moments of trust and authenticity, which, in turn, can lay the foundation for long-term business partnerships.

Content remains King! 

High-quality, engaging content is now ever more so non-negotiable; without it, even the most visually stunning event can fall flat. Today’s event consumers now expect substance as well as style. A meticulously curated agenda with insightful sessions, dynamic panels, and relevant discussions will provide the intellectual engagement attendees crave, ensuring that they leave with more than just a memory—they leave with actionable insights and value, which paves the way for that all-important reason of the ‘follow-up’.

Events ‘must’ join the dots

The post-event process and analysis are business critical as they can be the difference between a good marketing campaign and a great one. The ability of the events professional to collaborate and join the dots cross-department, including sales post-event, is a ‘must’ in order to help maximise the potential ROI for the business.

Events are a relationship-driven business strategy

Events are now more than a marketing activity; they are a strategic investment in building meaningful connections and fostering loyalty that lasts well beyond the closing remarks. By embracing this relationship-driven approach, organisations can leverage events to stay ahead, generate measurable ROI, and truly connect with their audience.

2025 Predictions - Ovi Negrean - SocialBee

Ovi Negrean

CEO at SocialBee

As we head into 2025, the event and marketing world is set to change faster than ever—especially with AI and social media transforming how we connect with audiences. Here’s where I see things going:

Personalisation through AI will be huge

AI has been a big deal for a while, but 2025 is going to take it to the next level. Think real-time, tailored experiences: imagine event recommendations, custom content, and social media updates that adapt instantly based on what attendees are doing or interested in. In our line of work, this means we’ll be using AI to help our clients keep up with these changes, creating content that’s automated, personal, and keeping that authentic feel we all value.

Hybrid events that actually engage

Hybrid events are no longer just a pandemic workaround—they’re here to stay, but they’ll be much more interactive. This means events will use gamification, social media integration, and immersive digital elements to pull in both in-person and virtual attendees. Our goal is to help clients leverage social media to keep everyone connected, no matter where they are. Look out for platforms adding tools that let attendees interact, post, and engage seamlessly across virtual and physical spaces.

Social media as the ‘event amplifier’

Real-time content is key, and social media is going to be central to making events feel alive. Platforms will be rolling out new ways to enhance livestreaming, like AR overlays, automatic captions, and even real-time translations, making it easier to share events as they happen. We’ll be helping clients create content that people want to share—snappy, in-the-moment reels, stories, and videos that amplify an event’s energy and reach instantly.

Content that builds community

People are more selective than ever with how they spend their time, so they want events and brand interactions to be real and meaningful. 2025 will be all about value-driven content and community-building. This is a big focus for us: we want to help clients go beyond one-off engagements and create genuine, lasting connections. The events that get this right will not only draw in attendees but build strong, connected communities that last well after the event ends.

Smarter ROI tracking with AI-powered analytics

Finally, understanding ROI is going to be much more straightforward, thanks to AI-driven analytics. These tools will let us measure engagement, sentiment, and conversions in real time, which is a game-changer for everyone involved. Our plan is to use these insights to refine our clients’ social strategies on the spot, ensuring every dollar spent on event promotion counts.

In short, 2025 is going to blur the lines between digital and physical more than ever before. Brands that lean into personalisation, real-time engagement, and community-building will thrive. Social media will be central to these shifts, and we’re excited to be right in the middle of it, helping our clients navigate and succeed in this new landscape.

2025 Predictions - Catherine Reed - SAP

Catherine Reed

Senior Director, Integrated Program Management at SAP

I have so many predictions for events, with the advent of AI (and it being a nascent technology), there are multiple ways the incorporation of it will play out…below are my top 3!

AI-personalised and gamified event experiences  

We live in a world where we want to make our own choices in our entertainment – from role-playing video games to Black Mirror episodes. It isn’t too big of a leap to believe that marketing events will continue to adopt this approach and create experiences that customers can choose their event journey, outcomes and what they interact with. Many events already utilise AI-driven event apps where attendees receive a personalised itinerary and suggested sessions, with adjustments based on real-time interactions; however, the future of these event apps is overlaid gamification. 

Gamification is all about applying game mechanics—such as points, badges, leaderboards, and challenges—to non-game contexts to boost engagement. By incorporating gamified elements into events, organisers can keep attendees excited and motivated throughout the experience. With AI’s ability to analyse engagement levels, gamified experiences can be dynamic and responsive. For example, attendees could earn points for attending certain sessions, participating in Q&A rounds, networking, or exploring exhibitor booths. These points could unlock perks like VIP access, exclusive content, or even physical rewards, adding an extra incentive to participate actively.

When event attendees are empowered to choose their own journey, they feel more engaged and invested. AI-based personalisation and gamification turn events from passive experiences into actively engaging ones – now that is good ROI. 

“Swipe right” matchmaking

In events, networking can be daunting for both the customer and company attendees. Company attendees often struggle to find relevant contacts amid large crowds, and customer attendees can struggle to make meaningful connections with like-minded peers. However, AI within an event app can enhance this experience with predictive social matching, enabling more meaningful and impactful connections – a “swipe right” corporate matchmaking, if you will. 

This is done through data analysis and machine learning – this predictive social matching can analyse attendee profiles, including professional backgrounds, interests, and goals (this is enhanced further if attendees connect their social media accounts to the event app). Identifying shared or complementary traits, the AI can suggest connections that are genuinely beneficial for both parties. This matchmaking approach allows attendees to bypass the randomness (read awkwardness) of networking and focus on people who can help them achieve their professional goals.

As AI continues to advance, predictive social matching will likely become an essential feature of event planning, helping attendees maximise their time and create valuable professional relationships effortlessly – and they’ll remember they met at your event. 

Geographically inclusive events

The content marketeers’ goal is to always get the most mileage from one piece of content – to reuse it in as many forms as possible. AI audio and video technology that offers real-time translations and captioning now offers event content to be interacted with worldwide. The ability to offer attendees from different linguistic backgrounds the opportunity to participate in sessions seamlessly is incredible and, most importantly, inclusive. Event attendees will remember that you made their interaction with your company better for them. 

This machine learning translation isn’t just for the event day itself; it can be used for the full pre and post-event content. It has never been easier to “centrally” create an event, promote it, follow it up, and have an AI translate it instantly. It removes a lot of budget constraints, offers geographic inclusivity and reaches more of your audience – win- win! Of course, make sure to have the translation transcreated and double-checked by a human who is fluent in the translated language. 

2025 Predictions - Diana Kolesarova - Superside

Diana Kolesarova

Senior Event Marketing Manager at Superside

Utilising AI tools

AI tools are making elements like event follow-ups so much easier for event marketers. We have really carved down the time that it takes for us to follow up with session recordings of our virtual events to less than 5 hours (and working to make this even quicker). This includes resources and key takeaways. With the right tools, a task that would require a lot more effort is made easier with AI. This is just one case of how AI is helping event marketers and I’m very excited for the tools that will help us in the future. 

Reaching Gen Z not X through marketing and events

I really believe in serving your community and audience by listening to them and understanding what they want to experience and learn about. Our events always have feedback surveys that we take into account when planning future events. This is really the trick to capturing Gen Z because they really want to be seen and included. And they will take the time to give feedback! They will tell you what they want; all we need to do is listen! 

Sustainable Swag

Swag is where I see most of the sustainability opportunities, and as event marketers, we should always try to create swag that serves a “purpose”, has use, and isn’t wasteful. This, in my opinion, is done through (again) listening to what people would get excited about to use as a branded item! Swag is cool, but when swag goes from a booth to the garbage, it’s not so cool anymore. 

Accessibility and inclusivity

One trend that I think we will see more and more of is hybrid events. Having a learning opportunity at a live event where virtual attendees can also connect and tune in will be the way brands can make themselves accessible. Not everyone has the means to pay their way to a conference, but they don’t need to miss out on the amazing content. I think it’s a super powerful way brands can also include their community in the awesome things that they do with in-person events.

The need and want for live events

Live events will never go away. There’s a buzz that comes with meeting someone in person and creating a long-term partnership/relationship with them. You’re only reading this because I met members of the emc3 teams at an in-person live event. These in-person opportunities are powerful to network and create business opportunities, and everyone is hungry for them. We’re social beings by nature, and a well-planned live event will have activities for everyone to participate in and engage with. Event experiences are going to rise and become the most popular way to not just stand out but to truly connect brands with people (whether B2B or B2C).

Event destinations

I truly believe that event destinations don’t necessarily rank in priority. Of course, you want to see where your audience is (location-wise) and host in-person events where they are. But when it comes to overall destinations, virtual events, when done well, hold as much power as in-person events. And there are incredible tools that have different functions that can help with networking and thought-sharing virtually. It’s all in the experience an event can provide. It’s all in the way the brand can make someone feel at an event.

2025 Predictions - Joel Mishcon - Chrome

Joel Mishcon

CEO & Founder at Chrome Productions

The rising value of commercial-grade storytelling

Event audiences implicitly appreciate high production value – this goes for technology as well as storytelling. The ability to wield the power of emotive filmmaking in the events landscape will become more important than ever as we’ll increasingly see bespoke narratives come to life in more immersive ways. 

Balancing the physical & digital nature of events

Nothing beats the atmosphere of being in the room at an event, but in a post-pandemic landscape, a physical event can have a much wider global reach with high-quality livestreaming and advances in live capture technology. You might have a thousand people physically in attendance, but the potential for millions to be tuning in online. The key is to treat both audiences with the same level of importance, delivering best-in-class experiences for both physical and virtual attendees. Interactivity, information presented in innovative ways, and storytelling designed to elevate the livestreaming viewer experience before, during, and after an event will continue to grow in importance, alongside bespoke streams to take advantage of the multiple distribution platforms across social media.

2025 will start to see spatial technology

The likes of Apple’s Vision Pro, Google Glass, and Meta Glass play a bigger role in the events space for both in-person and online attendees, introducing the possibility of more AR & VR interactions. Event organisers will want to consider the experience journey for their physical guests, online guests, AND online guests with spatial technology at their disposal.

Bespoke experiences require full service

The consequent needs for complex visual asset creation and management, for not just two-dimensional storytelling but also livestreaming, immersive and spatial technology, will require versatile content studios that have expertise in both traditional and bleeding-edge deliverables. 

Sustainability

The events industry will continue to be a leader in the drive for sustainable processes. Content creators in the events space will be taking advantage of the latest Virtual Production and camera technologies, including photoreal environment building with Unreal Engine, in-camera set extension, and smart stages, to create & merge worlds and teleport people into event spaces – reducing the need for travel and consumption emissions traditionally associated with physical events.

2025 Predictions - Laura-Liisa Lilleberg - AdCash

Laura-Liisa Lilleberg

Head of Marketing at Adcash

The shift in event organisation and attendee behaviour

There’s been a significant shift in event organisation and attendee behaviour. As the scene picks up speed with more and more events, ensuring your strategy and intent go hand in hand leads you to gold. That is, of course, if you wish to be remembered.

The rise of immersive experiences

People are looking for an immersive experience when attending events, and it’s a trend that will continue to grow in 2025. Companies must figure out more ways to animate their booths with digital solutions and activities beyond the frequently used big screens. People want to understand what your product or service is all about while also being entertained. Gamification, digital competitions, social media challenges, and interactive experiences can go a long way. They crave to see or experience the digital solutions live here and now. We’ve always had a great crowd, especially when giving out Apple products.

Capturing and keeping attention

Now that you’ve gotten past the eye contact, how do you keep the prospect there? In the current millisecond era, capturing people’s attention is very important. Whether talking about a sales pitch for a potential client or a speech at an event – there’s a growing need for practicality. Everyone’s busy, and there’s no time for fluff anymore; people want to get to the bottom line quicker, which means the well-rehearsed, much-repeated material doesn’t work on the audience anymore. The attendees are yearning for examples that they can test out straight away. Similarly, clients expect more from their counterparts, and personal approach and human connection in this digital age are something that still beat the Alexas of the world.

Making a lasting impression

Attention grabbed, interest acquired, but will they remember you? Sustainability plays a significant role in consumption—the event audience has become much more selective about event merchandise. This gives companies a great opportunity to come up with clever and memorable solutions that the attendees will use well beyond the conference days. And here’s why knowing how to cater to your global audience differently is something that companies should have learned yesterday.

Creativity with a personal touch

This year, we decided to go in the opposite direction of the often-used slogans with our t-shirts and have gotten endless requests from clients, partners, and ex-employees. Figure out who your clients are and what they value; if it is quirky, it is even better.

The winning formula

So, really, it’s simple – creativity combined with the personal touch beats an overdone mega-budget solution every time.