Key Takeaways:
- AI allows marketers to repurpose single live events into extensive libraries of targeted content, significantly extending the lifespan and reach of event messaging.
- By connecting event engagement data with multi-channel ABM campaigns, B2B marketers can turn trade shows into measurable drivers of pipeline creation and revenue.
Personalized and Efficient. That is the needle B2B marketers look to thread in the age of artificial intelligence (AI). AI has become a strategic initiative for those hosting both in-person and digital event as interactive event technologies are drivers to marketers who attend and participate as trade shows are a $15 billion market where 52% of business leaders say is their highest-ROI marketing channel.
This is happening as our 2026 B2B Trends Research Report found 89% of marketers report that evolving buyer behaviors and preferences are a top challenge, forcing a departure from traditional engagement models. Buyers now expect highly personalized, seamless, and digitally-native experiences. This shift requires marketers to invest in deeper data analysis and more sophisticated personalization tools to meet customers where they are. The days of one-size-fits-all campaigns are definitively over, replaced by a need for nuanced, account-specific strategies.
The value of face-to-face meetings compared with other business initiatives is remarkably strong— more than 70 percent say that events are either somewhat or significantly more valuable than other such initiatives, according to according to Northstar Meetings Group. Interactive event technologies is seen as a key to capitalizing on these meetings.
How AI Is Impacting Interactive Events
AI transforms conferences from passive learning experiences into personalized, highly efficient events for B2B marketers by utilizing predictive analytics for attendee targeting, generative AI for content creation, and AI concierges for real-time logistics.
“Events are shifting from one-time, isolated moments to integrated, always-on experiences within a broader go-to-market strategy,” said Keith Turco, Madison Logic CEO. “Marketers are under increased pressure to prove impact beyond attendance, which is driving a shift toward measurable pipeline contribution and buying group engagement.
“At the same time, there’s a growing recognition that a single attendee doesn’t represent a deal. The most successful event strategies are focused on engaging multiple stakeholders across the buying group before, during, and after the event.”
Detailing AI Use
Events a pivotal role in B2B growth strategies, with in-person and virtual gatherings, like hybrid roundtables and small-group meetings, gaining popularity. The events are being utilized to collect valuable first-party data, which is essential in today’s privacy-first marketing environment. American Express Global Business Travel’s 2026 Global Meetings and Events Forecast found AI is being used for event planning, attendee communications, during events, and for post-event evaluation. Top uses of AI include:
- Delivering AI-powered event apps (40%)
- Sponsor and attendee matchmaking (35%)
- Generating creative concepts and themes (34%)
- Content creation with tools like AI writing assistants (31%)
- Tracking attendee engagement (31%).
“AI will soon power much of what happens behind the curtain, acting as a critical assistant that helps event organizers reduce planning friction and enable more personalized face-to-face moments at scale,” said McNeel Keenan, vice president of product development at Cvent, told AMEX. “But even as technology advances, events will continue to be decidedly human. In fact, in an AI and tech-driven world, authentic connections will likely stand out even more.”
Current AI Uses at Conferences
The human touch was amplified by a Hilton survey that found 84 percent of attendees prefer in-person work events. While attendees seek authentic human connection, technology serves as a vital support system that enhances the overall experience. Today’s events deploy AI-driven tools that streamline logistics— from frictionless check-ins and personalized schedules to real-time communication via an events app.
Notably, 67 percent found AI helps personalize their experience by delivering tailored content recommendations, connecting them with like-minded professionals, and suggesting optimized networking opportunities. Two in three attendees report that AI-powered networking tools help them make meaningful connections more easily, while 65 percent express interest in AI assistants to help them prepare for meetings and navigate complex event agendas.
But beyond the content and personalization it provides, interactive event technologies impact the bottom line. Research from the Center for Exhibition Industry Research showed that interactive exhibits are 52% more likely attract attendees compared to traditional static displays. Booths incorporating gamified elements see 40% higher foot traffic with a three-minute interactive experience converts to lead capture at roughly 85%, compared to approximately 10% for a brief booth conversation.
How Does B2B Marketers Connect Event Engagement to Revenue?
While event success previously was measured by surface-level metrics like registrations or attendance, AI enables a much deeper understanding of who engaged, how they engaged, and what that activity signals in terms of pipeline progression and deal readiness.
“With AI-powered insights, marketers can identify which accounts and buying group members are most likely to attend and convert, while also delivering more personalized engagement before and after the event,” said Turco.
Additionally, AI allows for automation to enable coordinated, behavior-driven outreach across channels without relying on manual follow-up— orchestrating a multi-channel ABM campaigns around events for example.
“Rather than relying on manual follow-up, marketers can trigger coordinated engagement across display, social, email, and content based on attendee behavior,” added Turco. “The result is a more connected view of ROI where events aren’t just a lead source, but a measurable driver of pipeline creation, acceleration, and revenue impact.”
Detailing Content Opportunities
AI integration is enhancing event experiences by automating insights from keynote speeches and repurposing them into content such as blogs and videos. At the same time, conversational AI and chatbots are revolutionizing customer engagement by addressing complex B2B queries.
The subject of his session at B2BMX 2026 and in their The 2026 Digital Engagement Benchmarks Report, On24’s Mark Bornstein VP, Marketing and Chief Evangelist detailed how marketing professionals consume content in shifting in a large way. Audiences are showing up in record numbers, but they demand personalization, interactivity, and always-on access. AI, automation, and content hubs are focused on buyers and delivering measurable ROI.
In 2025, the average webinar attracted 239 attendees, marking an 11% increase from the previous year with attendees stayed engaged for an average of 49 minutes. Total engagement per webinar jumped by 18%, generating over 400 unique interactions per session.
Repurposing Event Content
“You can capture this level of attention by integrating live polls, Q&A features, and downloadable resources directly into your event console,” said Bornstein. For example, the average webinar now sees 150 poll responses and 14 questions per session. These interactions provide valuable first-party data. as sales team can use these precise buying signals to tailor their follow-up and close deals faster.
Marketers are heavily adopting AI to repurpose their event content, having the ability to turn a single live event into a vast library of targeted assets, instantly transcribing webinars, summarizing key takeaways, and generating promotional clips.
The creation of all derivative content grew by 37% year over year— production of key moment video clips skyrocketed by 2.5X, while AI-generated blog posts and e-books increased by 2.4X, said Bornstein.
“AI and automation allow you to scale your output without sacrificing quality,” he said. “This automated workflow ensures your best ideas reach buyers across paid, earned, and owned media channels long after the live broadcast ends.”
How to Overcome the Challenges of Virtual Events
What started as a temporary workaround during the pandemic, hybrid and virtual event formats have evolved into a strategic advantage. These events give marketers the ability to scale reach, engage broader buying groups, and extend the lifespan of event content well beyond a single moment in time.
But, as Turco notes, the introduce new challenges— fragmented attention and the difficulty of sustaining meaningful engagement in digital environments. The event itself can no longer carry the full weight of engagement.
“That’s where a multi-channel ABM approach becomes essential,” he said. “Marketers can build awareness and drive registration through targeted pre-event campaigns, reinforce key messages during the event through complementary channels, and continue the conversation afterward by re-engaging both attendees and non-attendees with personalized follow-up.”
Another advantage is hybrid formats can unlock new opportunities to engage buying groups more holistically. Different stakeholders can interact in different ways with some attending in person, others virtually, and others through post-event content. “When orchestrated effectively, this expands internal alignment within target accounts and increases the likelihood of moving deals forward,” said Turco.
Why Personalization is a Priority
B2B marketers are consistently on the search to make their content more personalized. According to On24 officials, webinars featuring personalized offers saw a 118% increase in clicks and organizations using personalization generated four times as many meeting bookings per webinar.
To maximize ROI, Bornstein urged organization to implement interactive tools that capture first-party data during every live session. That data then can be fed into their MarTech to deliver hyper-relevant content hubs.
“Stop treating your webinars as isolated activities,” said Bornstein. “Start viewing them as the foundation of an intelligent, always-on campaign.”
The Data-ABM Connection That Conferences Provide
To achieve results, data needs to be treated as the foundation of modern event strategy. The most effective marketers are using data not just to report on events, but to design them by shaping everything from who gets invited to how each interaction is experienced.
“By leveraging account-level and buying group insights, marketers can prioritize the right accounts, tailor messaging to specific roles within the buying group, and personalize event experiences based on known interests and past engagement,” said Turco. “This ensures that every touchpoint feels relevant and intentional, rather than one-size-fits-all.”
Data becomes even more powerful when paired with a multi-channel ABM approach. For example, if only one stakeholder from a target account attends an event, that engagement doesn’t have to exist in isolation. Data can inform how to extend personalized follow-up to the rest of the buying group, effectively amplifying the impact of that single interaction across the account.
“Ultimately, data-driven decision-making enables marketers to move beyond generic event experiences and toward highly relevant, account-centric engagement strategies that drive stronger pipeline outcomes,” said Madison Logic’s CEO.
What is Working on Conference Floors
Walk on any trade show floor and you will see booths incorporating virtual reality games, motion simulators, and branded interactive installations that can be deployed at scale. Interactive booth games are the primary mechanism through which exhibitors capture prospect data. The average cost per lead at a trade show is $112, compared to $259 for a traditional field sales call.
This matters because 81% of trade show attendees arrive with buying authority. Two-thirds are entirely new prospects that exhibitors have not previously reached. When trade show booth games convert those attendees into registered leads at rates approaching 95% for the most engaging formats like racing simulators, the channel starts to look less like marketing and more like a sales pipeline with better conversion rates than most digital campaigns.
The results have encouraged a wider market to follow— 61% of exhibitors now prioritize personalization in their booth experiences, and 57% use digital business cards or QR codes to streamline contact exchange-both indicators that the trade show floor has moved decisively toward technology-driven engagement.
Driving Stronger Pipeline Outcomes
Turco stressed that first-party event data is one of the most valuable assets marketers have, but its true impact depends on how effectively it’s activated after the event. The most successful marketers treat event data not as a static output, but as a catalyst for ongoing engagement. Importantly, even limited engagement can be expanded into broader influence across the buying group.
“By mapping attendee behavior back to accounts and buying groups, marketers gain a more complete view of deal context and can tailor follow-up based on engagement levels, interests, and stage in the buyer journey,” said Turco. “This allows for more relevant, personalized outreach that continues the conversation rather than restarting it.”
Using those signals to guide outreach to additional decision-makers helps amplify the event’s impact within the account. Over time, these insights inform future strategies—. understanding which accounts engaged, what content resonated, and how buying groups interacted enables marketers to continuously refine their approach. Interactive event technologies tuns events into an ongoing source of intelligence that drives stronger pipeline outcomes.
