INTERNATIONAL CONFEX 2026: AI, EXPERIENCE, & THE FUTURE OF EVENTS

As a Creative Apprentice, a big part of my role is to learn, take everything in and use it to keep improving. So when allowed to attend International Confex 2026, get out of the office, sit in on some great seminars, meet new people and pick up a questionable amount of free stuff, it was an easy yes!

What Confex does brilliantly is bring the whole industry together in one place. And this year, one thing stood out above everything else: AI. Not in the usual buzzword-heavy way, but in a much more practical sense, how it’s already shaping the way events are planned, marketed, delivered and experienced.

MCM shows up at Confex every year, with Tom speaking and the team bringing the energy to the stand. This year’s carnival-themed setup featured fairground games and big-ticket prizes, from festival passes to Formula One tickets. I wasn’t on stand duty this time, which gave me the chance to explore Confex, The PA Show and Event Production Show properly and take it all in.

Seminars

I attended two seminars, one on marketing events in an ever-changing AI landscape, and another on agentic AI and its future within the events industry. They discussed how the real opportunity isn’t AI itself. It’s how intelligently we apply it. These sessions made one thing clear: the sky is not the limit when it comes to how much can be achieved through AI!

Rather than just talking through the theory of AI, the speakers shared real examples of how brands are adapting to changing audience expectations.  A consistent theme throughout was the importance of personalisation when using AI and maintaining a human touch, and not replacing it.

Unfortunately, I missed Tom’s, the CEO of MCM’s talk on day one of Confex, all about using ChatGPT to get bums on seats. However, I was able to catch the panel he was on hosted by ASP on how ‘Marketing Events In An AI World: What Still Works in Search & PPC’, with event organiser Jonathan Carter-Chapman.

The takeaway from these seminars was simple: AI expands capability, but differentiation still comes from human strategy.

After the seminars, I managed to get a chance to connect with like-minded people in the events industry, introducing me to the world of networking. 

Networking 

There’s a perception that networking at a grand scale, as expected at Confex, would feel transactional. In reality, it was the opposite. It was far more natural than I imagined. Most conversations started simply, with “What do you do?” or “What brings you here?” From there, it turned into genuine discussions about job roles and ideas. 

What surprised me the most was how open and approachable everyone was. Events work when they facilitate meaningful conversations, and International Confex delivered that. 

Once I reframed networking as curiosity rather than performance, it became less about impressing people and more about learning from them. 

What did you learn about the events industry?

Confex made one thing clear: the events industry is evolving quickly, and adaptability is everything, especially when it comes to making use of new technology and AI. There was a strong emphasis on AI tools and using advanced tech to the events industry’s benefit, and how these tools are enhancing attendee experience rather than replacing human connection. 

Events are no longer defined only by attendance. They’re about making a lasting impact, building year-round communities, and delivering value beyond the event day itself. 

Highlights & Hands-On Moments

Beyond the seminars and networking, some of the most memorable parts of International Confex were the interactive elements on the show floor. 

A standout was the drone show, which demonstrated how live technology can be used to create high-impact shared moments. It was a strong reminder that events are increasingly focused on spectacle with purpose, using visual experiences to bring audiences together and leave a lasting impression.

I was also particularly interested in how different industries are integrating AI in ways that feel genuinely personal. Rather than presenting technology as something distant or overly technical, many exhibitors showed how it can enhance attendee engagement.  From AI-generated imagery that transformed a simple photo into a customised keepsake, to interactive tools that allowed visitors to test technology in real time, the emphasis was clearly on experience and connection. These activations moved beyond explanation and into participation. Instead of simply talking about innovation, exhibitors invited attendees to engage with it directly. 

Walking away with physical souvenirs and hands-on experiences made the concepts more tangible and memorable. It reinforced the idea that the most effective event experiences are those that are immersive, interactive, and designed to leave a lasting impression.

Do you want to attend next year?

Absolutely.

International Confex felt like a snapshot of where the industry is and where it’s heading. For someone early in their journey, it was interesting to see the scale, creativity, and ambition that exist in this space.

Overall, my first International Confex experience wasn’t just about attending an event. It was about stepping into the wider events community and realising I’m excited to be part of it.