Sustainable, Human-Centred Events in the Age of AI

It’s impossible to ignore the influence of AI. It’s shaping how we work, communicate, and experience the world. It is everywhere - in our workflows, our marketing tools, even the way we shop, travel, and connect. But for event professionals, the real question isn’t if we use AI, but how we use it without losing the human spark that makes live experiences unforgettable.

That’s the heartbeat of Exceptional Experiences at IBTM World. From 18–20 November in Barcelona, this curated programme will bring together senior in-house event planners and brand marketers from some of the world’s most recognisable names, such as C2, Canva, MediaLink, Charlotte Tilbury, Wavetable, Microsoft, Sportsradar, Motorola, WPP, GitHub, Salesforce, Shutterstock to name but a few. They will all come together, to explore what’s next for our industry, ask the big questions, and find practical ways to blend innovation with authenticity, so the events we create aren’t just impressive, but deeply memorable.

We kick off on Tuesday 18 November with a closed-door workshop for just 30 senior executives. Small enough for candid conversation, big enough for diverse perspectives. No press. No posturing. Just honest discussion about the ideas shaping our future, from cultural nuance in global event design to the role AI now plays in everything from personalisation to planning.

Then on Wednesday 19 November, the conversation widens on the Main Stage Forum. Think less “lecture hall,” more “ideas festival.” It’s high-energy, future-focused, and built to give you ideas you can take home and act on the very next day.

If there’s one session that’s guaranteed to get people talking this year, it’s Howard Gray, Founder of Wavetable, with his keynote session “When AI Truly Changes the Events Game.”

Howard will take us beyond the hype to show how generative AI, recommendation engines, and behavioural data are already reshaping the way events are designed and delivered. Think personalised agendas that adapt in real time, networking recommendations that feel serendipitous (but are actually data-driven), and marketing content that’s tailored to each audience segment without doubling your workload.

AI is no longer a futuristic “nice-to-have”- it’s embedded in how forward-thinking planners work. Right now, it’s helping event teams to:

• Forecast attendance with predictive analytics, making staffing and catering smarter and more efficient.
• Match attendees to sessions, exhibitors, and peers using recommendation engines that understand their preferences.
• Create tailored marketing materials — from copy to visuals — in minutes, not days.

The results? Less waste, more relevance, and a smoother journey for every attendee.

Let’s be honest, just because AI can do something, doesn’t mean it should. One of the biggest questions for event marketers is how to keep content feeling authentic when AI is part of the creative process. At Exceptional Experiences 2025, we’ll be digging into what that balance looks like. Some golden rules are already emerging:

1. Humanise the Output - Review and refine AI content so it reflects your brand’s personality, not a machine’s default voice.
2. Blend Data with Emotion - Let AI surface the topics that resonate, but make sure the final story has heart.
   Be Transparent - If AI played a role, don’t hide it. Your audience values honesty.

The aim isn’t to replace creativity, it’s to give it a new set of tools.

One insight from last year’s programme still rings true: the best events don’t end when the lights go out. Pre-event buzz and post-event follow-up are now essential for sponsors, organisers, and attendees alike — and AI is making that easier to sustain.

• AI-powered post-event surveys can surface trends and blind spots you might miss.
• Recorded sessions can be repurposed into bite-sized content for ongoing learning.
• Community platforms can recommend relevant conversations, keeping your network active all year.

When done right, this always-on approach deepens relationships and drives long-term loyalty.

For all the innovation in AI, one word echoed through last year’s workshop more than any other, and that was storytelling. Why? Because a great story doesn’t just entertain, it activates the brain, builds memory, and makes information stick. The most effective events will always pair the precision of AI with the emotional pull of narrative.

Storytelling can:

• Turn raw data into a journey people care about.
• Make brand messages truly memorable.
• Strengthen the emotional link between organisers and attendees.

And that’s what Exceptional Experiences is all about - keeping events human, even as they become more high-tech.

Just as AI is reshaping the way we plan and deliver events, sustainability is redefining what it means to be a responsible event leader. Today’s attendees, sponsors, and stakeholders expect more than a recycling bin in the corner, they want to know the events they attend align with their values.

That’s why Exceptional Experiences will also explore green event planning and the frameworks that help make it happen, like ISO 20121, the international standard for sustainable event management.

Sustainability in event management isn’t just a “tick box” for the annual report — it’s a way of working that can elevate the entire experience. This can mean:

• Carbon-Neutral Conferences - Offsetting unavoidable emissions with certified carbon reduction projects, while actively working to reduce them year-on-year.
  Sustainable Event Suppliers - Partnering with caterers, AV teams, and venues that meet ISO sustainability standards and have transparent eco credentials.
• Waste Reduction - Going paperless where possible, designing signage and staging for reuse, and ensuring composting and recycling facilities are well signposted.
• Energy Efficiency - Choosing venues powered by renewables and using energy-smart lighting and AV.

Eco-friendly event planning isn’t just the right thing to do, it’s a competitive advantage. As brands commit to ambitious ESG targets, they’re more likely to choose events that help them meet those goals. That means sustainability is no longer a “nice to have”, but it’s actually a part of the decision-making process when sponsors, exhibitors, and attendees decide where to invest their time and budget. By embedding green principles into event design, we’re not just reducing impact, we’re creating healthier, more resilient events that will still be relevant in 5, 10, 20 years’ time.

At Exceptional Experiences, we believe the future of events lies in combining the best of technology with the best of our values. AI can help reduce waste, optimise travel schedules, and make better use of resources. Storytelling can make sustainability goals inspiring, not just obligatory. Together, they help us design experiences that are not only unforgettable, but also leave a positive legacy.

Exceptional Experiences at IBTM World is about more than AI, more than sustainability, and more than networking with the best in the business. It’s about the sweet spot where all three meet, and where innovation is used with intention, human connection is treated as the ultimate currency, and every decision considers the legacy we leave behind.

From the closed-door workshop that sparks honest, high-level conversation, to the Main Stage Forum packed with fresh ideas you can actually use, this is two days built to challenge how we think about events, and how we deliver them. Because the future of events isn’t just about the tech we use or the standards we follow. It’s about designing moments that feel personal, stories that stick, and experiences that create real change, for people and for the planet.

Looking for something else?