Industry still betting on AI as planners seek an end to uncertainty, M&IT survey reveals

A new pulse-check survey of UK meetings and events professionals ahead of the M&IT Awards on 18 September in London suggests the industry remains optimistic about the potential of AI to lead transformation.

Asked to identify the biggest opportunity for the sector in 2027, respondents overwhelmingly pointed to advances in event technology, specifically AI, automation and data-driven experiences (34 per cent compared to 38 per cent last year). The result mirrors last year's findings, when event tech also topped the poll, highlighting the continued belief AI will play a central role in shaping the future of live events.

However, optimism about innovation was closely followed by a desire for greater commercial stability. More than a quarter of respondents (28 per cent compared to 13 per cent in 2025) said the return of long-term planning and larger budgets represented the industry's greatest opportunity over the next 12 months. Creative use of venues and destinations (18 per cent vs 15 per cent) and a stronger focus on wellbeing and inclusive experiences (15 per cent) were also seen as important growth areas.

When asked what they would be happiest to leave behind in 2026, 37 per cent voted for budget uncertainty and last-minute planning. This was also the clear front-runner last year with 39 per cent of the vote. Talent shortages and burnout remained a significant concern, attracting 28 per cent (vs 12 per cent in 2025) of responses, while reduced client confidence and increasingly crowded event calendars each scored 18 per cent.

The findings suggest, despite growing confidence in technology and innovation, many event professionals still feel the industry is continuing to battle the same old operational pressures. 

M&IT editor Paul Harvey said: "Last year, our readers told us AI would be the biggest opportunity for the industry in 2026, and they hoped to leave budget uncertainty and last-minute planning behind. Looking at this year's results, it seems those views still hold firm.

"Encouragingly, our industry remains optimistic about the potential of technology to drive better, more tailored experiences, improved efficiencies and stronger outcomes. The less positive news is stability, confidence and planning certainty are still high on the wish list implying this element of event planning hasn't changed all that much over the last 12 months."

With almost all tickets for the M&IT Awards now sold, the survey also highlights the enduring value of face-to-face connections. Half of respondents (50 per cent) said they are most looking forward to connecting with peers and networking on the night. Discovering what others are doing well and simply enjoying the chance to dress up and celebrate each received 15 per cent, while 12 per cent said they were most excited about recognising the industry's best performers or, of course, winning themselves. 

A handful of tickets for this year’s M&IT Awards are still available to purchase.