• October 10, 2025

AI reaches tipping point in M&E industry as optimism remains high  

AI reaches tipping point in M&E industry as optimism remains high  

AI reaches tipping point in M&E industry as optimism remains high   1024 683 micebook.

AI has reached a tipping point in the meetings and events industry as optimism hits a five-year high according to the 2026 Global Meetings & Events Forecast from American Express Global Business Travel (Amex GBT).

The 15th annual edition of the report points to a new era of stability and digital transformation, as planners balance rising costs with a renewed focus on creativity, engagement and measurable outcomes.

AI goes mainstream

Artificial intelligence has officially crossed from trend to tool. Half of meeting professionals (50%) are now integrating AI across event planning and delivery, using it to generate creative themes (34%), power event apps (40%), and track attendee engagement (31%).

“Unprecedented optimism and technological innovation are converging to redefine how we create meaningful connections,” said Gerardo Tejado, senior VP, Professional Services at Amex GBT. “AI is no longer a novelty – it’s a strategic partner empowering event professionals to deliver more engaging, intelligent and impactful experiences.”

Measuring what matters – from ROI to ROE

The report notes a shift toward measuring Return on Experience (ROE) alongside traditional ROI. With 28% of planners planning to use AI for post-event evaluation, data-driven insights are helping event strategists better capture impact and justify spend.

Despite ongoing cost pressures, with 71% expecting higher per-attendee costs in 2026, confidence remains high that technology will help planners do more with less.

Shifting attendee expectations

To create truly memorable events, it’s crucial to encourage attendees to be active participants rather than spectators, meeting their demand for more engaging, hands-on experiences.

Compared to five years ago, attendees today crave active engagement, with 42% wanting more interactive sessions such as like workshops or demos. This was closely followed by the desire for more social activities and networking opportunities (40%).

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