Events have moved into a new phase of maturity. After years of recovery, experimentation, and rapid expansion, 2026 reflects a more disciplined, strategic environment. Event programs are expected to influence pipeline, accelerate deals, strengthen customer relationships, and clearly demonstrate business impact.
The 2026 State of Events Benchmark Report captures this shift through the perspectives of event professionals operating in today’s environment. The data reflects what organizers themselves report on budgets, AI adoption, personalization, networking effectiveness, and ROI measurement.
This article focuses exclusively on the “Listen” chapter of the report, which centers on direct survey insights from leading event teams responsible for designing and scaling complex programs.
What you’ll learn
- How event budgets and volume plans are shifting in 2026
- Where AI adoption is accelerating and how teams are approaching it
- Why networking effectiveness is under pressure
- How personalization is being redefined
- What the latest Event ROI benchmarks reveal about measurement maturity
What emerges is a clear pattern. The industry is operating with greater intention, and expectations continue to rise.
Event strategy trends in 2026: Growth with discipline
One of the most telling event industry trends in 2026 is how teams are thinking about growth.
According to the survey data, 40% of organizers expect their event budgets to grow this year, while another 40% anticipate budgets remaining flat. Only 20% expect decreases. Compared to 2025, when 53% anticipated budget growth, this signals a more cautious financial outlook.
Event volume plans mirror this moderation. In 2026, 40% of organizers plan to run more events than the prior year. In 2025, 66% were planning expansion.
Event teams are still growing, but they are doing so with clearer guardrails. Portfolio planning is becoming more intentional, with greater emphasis on repeatable formats, predictable execution, and measurable outcomes. For enterprise leaders, this suggests that maturity is increasingly defined by operating discipline rather than sheer scale.
As you explore the full report, you begin to see how this disciplined approach is influencing team structures, resourcing models, and strategic prioritization across organizations.
AI in events: Rapid adoption, grounded expectations
Few event marketing trends are evolving as quickly as AI.
In 2026, 95% of surveyed organizers expect their organization’s use of AI in events to increase, and 35% anticipate significant increases. AI is moving into everyday workflows, particularly in areas such as event marketing, analytics, communications, and agenda design.
What stands out in the data is the practical lens through which teams are approaching adoption. Rather than viewing AI as a sweeping transformation, organizers are focusing on defined use cases where it can streamline execution, surface insights faster, and support more relevant attendee experiences.
At the same time, concerns around accuracy, transparency, and data governance are growing . As AI becomes more embedded in revenue-related workflows, trust carries greater weight. Enterprise teams are evaluating not only what AI can do, but how responsibly and reliably it operates within their broader tech stack.
This is where integrated systems matter. When AI capabilities are embedded within a unified platform, such as an Event Experience OS, teams gain the benefit of intelligence layered directly into registration, engagement, and measurement without introducing fragmentation.
The full benchmark report goes deeper into where AI is already driving measurable value and where thoughtful implementation remains essential.
Personalization and experiential design: Raising the bar
Personalization continues to rank among the most important event marketing trends, but the definition is shifting.
When asked what most improves attendee personalization, 40% of organizers cite content personalization, and another 40% point to personalized on-site activations. Far fewer prioritize personalized marketing communications, at 15%, or event app personalization, at 5% .
In 2026, personalization is anchored in agenda relevance and in-event moments. Attendees increasingly evaluate value based on how well sessions align with their priorities and how thoughtfully the environment supports meaningful engagement.
This perspective aligns with another powerful data point: 95% of respondents say incorporating experiential learning elements into events is important. Immersive design has become a baseline expectation for many audiences.
For event leaders operating with stable headcounts and cautious budgets, this creates both opportunity and complexity. Experience design must be intentional and aligned to outcomes. The most effective teams are integrating personalization directly into program architecture, ensuring that content, networking, and activation strategies reinforce one another.
As you move through the full report, you will see how leading teams are balancing experiential ambition with operational realities, creating programs that feel both high-impact and sustainable.
Networking effectiveness: A signal worth watching
Networking remains central to event value, yet the data suggests emerging tension.
In 2026, 60% of organizers rate their networking opportunities as somewhat effective, and only 15% describe them as very effective. In 2025, 46% rated networking as very effective. The year-over-year shift indicates that expectations are rising.
Attendees continue to prioritize meaningful connections. Sponsors expect qualified conversations supported by credible data. Leadership teams look for evidence that networking translates into pipeline and long-term relationship growth.
This environment places greater emphasis on structured facilitation, clearer audience segmentation, and integration between networking tools and revenue systems. Casual formats alone may no longer deliver consistent outcomes.
If you are interested in the broader evolution of networking expectations, the 2025 Event Networking Report provides helpful context. The 2026 benchmark report builds on that foundation, offering a closer look at how organizers are reassessing networking strategy in response to shifting expectations.
Event ROI benchmarks: Progress with room to grow
Measurement remains one of the most consequential dimensions of event maturity.
In 2026, 40% of organizers report difficulty proving event ROI, compared to 70% in 2025. This improvement signals meaningful progress. More teams are gaining clarity around how events influence business outcomes.
At the same time, nearly half of surveyed organizers continue to face challenges connecting event activity directly to pipeline progression, opportunity acceleration, and revenue impact. Fragmented data and disconnected systems are common contributors.
Enterprise leaders increasingly expect event performance to be discussed in operational terms. Attendance and satisfaction remain important indicators, yet they are no longer sufficient on their own. Clear attribution and integrated reporting are becoming standard expectations.
If you are looking to strengthen your approach, our guide on How to Measure Event ROI outlines practical steps for aligning objectives, KPIs, and systems.
The benchmark report expands on this trend, showing how centralized data and unified platforms are influencing measurement confidence across organizations.
Experience the full 2026 benchmark report
Across budgets, AI adoption, personalization, networking, and ROI, the 2026 survey data reflects an industry operating with greater focus and accountability.
Event professionals are navigating stable resources, selective audiences, and rising executive scrutiny. Programs that thrive in this environment are those built with intention, supported by integrated systems, and aligned to measurable outcomes.
The “Listen” chapter offers a candid look at how leading event teams are experiencing this shift firsthand. The broader report continues the journey, connecting these practitioner insights with leadership predictions and in-platform performance benchmarks.
If you want to understand where the industry is heading and how your program compares, now is the time to explore the data in full.
Experience the 2026 State of Events Benchmark Report
FAQs about 2026 event industry trends
Key trends include disciplined budget planning, accelerating AI adoption, agenda-driven personalization, shifting perceptions of networking effectiveness, and improving confidence in Event ROI measurement.
How are event budgets changing in 2026?
40% of organizers expect budget growth, and another 40% expect budgets to remain flat, indicating cautious but steady investment.
How is AI being used in events?
AI is being applied across marketing workflows, analytics, communications, and agenda design. 95% of surveyed teams expect AI usage to increase in 2026.
Are event teams still struggling to prove ROI?
Yes, although fewer than before. 40% report difficulty proving Event ROI in 2026, down from 70% in 2025.
