Predictions for a big event bump in the age of AI
After decades of being taken for granted, events are once again the darlings of marketing managers. First, Covid reminded us how much we missed conferences for their economic, scientific and emotional benefits. Nothing boosts sales like an over-the-top kickoff experience. Now, AI is making people nostalgic for the old-fashioned comfort of seeing people in the flesh.
While researching a white paper on the increasing power of in-person events in the AI era, I talked to veteran creative events strategist Dave Muraca, head of creative for MGME. He has led the design and production of major corporate conferences, trade shows and brand activations for clients worldwide. He can see shifts happening before they register on most industry water radars.
While his insights synced with what our community was saying, he was clear that not all events are benefiting equally, and the emphasis on networking will require adjusting the program to maximize benefits.
Are you finding that companies are investing more in meetings and events?
Yes. The global MICE market is projected to continue growing: One forecast estimates its value at $512 billion in 2025, rising toward over $600 billion by 2034. Companies are investing more in MICE, especially in meetings that are mission-critical and strategic. But the wins are going to the planners and agencies who treat events not just as gatherings, but as business levers.
What are examples of events that are growing because they understand the importance of human interaction?
Many types of events are growing rapidly because they fully embrace the power of human connection. Leadership retreats, company kickoffs, sales meetings and incentive programs are expanding as organizations prioritize alignment, culture and motivation. Customer events such as advisory boards and VIP summits are booming because major decisions still happen through trust built face-to-face. Innovation workshops and experiential brand activations are thriving for the same reason—people want to collaborate, create and engage in ways that virtual formats can’t replicate.
Many types of events are growing rapidly because they fully embrace the power of human connection.
— Dave Muraca
How are agendas changing to focus on networking and trust building rather than education that can be delivered online?
Agendas are shifting away from lecture-heavy content and moving toward formats that foster stronger connections, trust and shared experiences. Companies are shortening slide presentations and replacing them with interactive workshops, curated networking, small-group discussions, peer learning circles and immersive activities that bring people together with purpose. The goal is no longer just to teach—it’s to create space for relationship-building, collaboration and culture-strengthening moments that simply can’t happen online.
This article appears in the January 2026 issue. You can subscribe to the magazine here.
