Event marketing in 2026 will ride on AI-driven insights, showing how AI agents elevate attendee guidance, strengthen engagement, and support smarter marketing decisions.
Brands trying to connect with audiences in 2025 made one thing clear: authentic touchpoints have become imperative to the success of marketing campaigns. But with more companies leaning on AI-generated advertising and content, consumers are developing a sixth sense for what’s real, and what’s written by a model, risking a loss in brand trust.
Forrester predicts that a third of consumers will opt for offline brand experiences in 2026, presenting a massive opportunity for brands to start leveraging in-person events to rebuild genuine customer relationships. But with marketers already stretched thin with responsibilities and mounting pressure to prove the ROI of their campaigns, how can they optimize customer relations and drive personalized activations at these events?
The answer is AI Agents – an LLM enhanced with additional context like an event’s session catalog, attendee profiles, and FAQs, that can provide tailored responses and take specific actions.
These tools will act as a digital ‘concierge’ for attendees, guiding them through an event in real-time based on their behavior, preferences, and goals. The result is more engagement, improved relationships, and better data to inform future strategies for marketing teams.
The Rise in Offline Marketing Strategies
A recent survey found that 70% of consumers unsubscribed from at least three brand email lists in the last three months – a clear sign that inboxes are overloaded, and people are tired of getting blasted with the same, generic messaging.
With ad spend projected to decrease by 30% in the new year, we’ll see a flurry of marketers leveraging event and in-person activations to recapture customer loyalty. Events are one of the most valuable ways for brands to create meaningful touchpoints with their audience, but integrating cutting-edge technologies like AI will be crucial in elevating these moments.
Leveraging AI as a ‘Digital Concierge’
While conventional AI relies on human input, AI agents act independently, functioning as a real-time ‘concierge’ that can tailor suggestions based on user behavior and demographics.
For example, an attendee, who might be unsure about which sessions or roundtables to attend at an event, can use this tool to ask questions and receive feedback and recommendations based on past engagements and expressed interests. The AI agent can also elevate moments of serendipity for the attendee – guiding them towards the right networking opportunities, thought-provoking demos, or activities that present the chance for growth that would otherwise go unseen in the classic catalog search by category.
By anticipating needs and delivering timely, relevant support, AI agents help people feel seen, valued, and confidently guided, while simultaneously allowing event leaders to dedicate more time to focusing on delivering business value, and planning for post-event strategies.
Easing the Burden on Marketers
With the rise of events, AI won’t just enhance attendee experiences – it’s also a game changer for marketers.
Traditionally, gathering and analyzing vast amounts of data like engagement metrics or survey replies after an event would take weeks. AI tools can ease this burden by quickly identifying themes, highlighting actionable insights, and sorting through attendee data. By automating these processes, teams can make more data-driven decisions, save time, and adapt to real-time feedback.
Integration Considerations in 2026
The continued rise of in-person events will give marketers a rare chance to blend physical and digital engagement, and AI agents will be the key to making those experiences seamless. However, before integrating these tools in 2026, marketers must consider potential roadblocks.
One crucial challenge is access to relevant data. In order to drive truly personalized experiences akin to a concierge, organizations need to be able to combine prospect and customer data with real-time engagement from an event experience. Without rich attendee data sets, the agent is severely limited in maintaining a relevant and engaging experience. Teams need to focus on building real-time connections around customer data through martech integrations, enabling the agent to make every interaction meaningful and highly personalized to the attendee.
Smart AI adoption will also ensure that the agent operates within the confines of the event owners’ business rules and permissions. AI agents need to know if an attendee has access to specific sessions or networking arrangements. This ensures that the agent’s recommendations are relevant and avoid conflicts and attendee dissatisfaction.
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