Events have always been a people business built on emotion, imagination, storytelling and human connection. Creativity doesn’t come from technology alone; it comes from people designing experiences that move, inspire and bring others together. But as AI rapidly transforms ideation, content creation, personalisation and production, the industry faces a defining question: will AI elevate creativity and innovation, or gradually dilute the originality and emotional depth that make live experiences powerful? This session will discuss how human insight and artificial intelligence can collaborate to create smarter, more immersive and more meaningful events for the future without losing the humanity at the heart of our industry.