• January 29, 2026

asembl identifies four shifts reshaping live experience curation

asembl identifies four shifts reshaping live experience curation

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Events agency asembl. has released its 2026 Trends Report, outlining four core shifts it believes will define the future success of live experiences: Connected Communities, Neurodivergent Marketing, AI Personalisation and Positively Playful communication.

Developed through analysis of industry data and emerging consumer behaviours, the report challenges brands, venues and organisers to rethink how they approach engagement, accessibility, technology and tone as audience expectations continue to evolve.

Connected Communities: the end of broadcasting

According to the report, traditional broadcast-led event strategies are losing relevance, with 94% of organisations now reporting stronger ROI from creator-led content than from conventional digital advertising.

As Millennials and Gen Z are forecast to make up 74% of the global workforce by 2030, asembl. argues that brands must move from one-way messaging to facilitating genuine community participation.

Neurodivergent marketing: from differentiator to expectation

Accessibility also emerges as a central theme, with neurodivergent inclusion positioned as a business imperative rather than a differentiator. The report notes that 1 in 7 people in the UK are neurodivergent, yet 85% have avoided events due to fear of being overwhelmed, and 88% feel their needs are not understood by organisers.

With the European Accessibility Act coming into force in June 2025, asembl. suggests neurodivergent-friendly design will soon be a baseline expectation. The report points to major hospitality brands, including several Marriott properties achieving Certified Autism Centre status, as early indicators of changing industry standards.

AI personalisation: the power of invisible infrastructure

Technology is another key focus, particularly the role of AI in personalisation. Referencing high-profile examples such as Spotify Wrapped 2024, where positive sentiment reportedly dropped due to overuse of AI, the report advocates for “quiet AI”: systems that enhance experiences behind the scenes without becoming the focal point.

The most successful brands will use AI as invisible infrastructure, not as the headline,” the report notes, adding that audiences want to feel understood by people, not algorithms.

Positively playful: challenging B2B conventions 

Despite 91% of people preferring brands that use humour, only a third of advertising is considered “not overly serious”. With Gen Z expected to make up 70% of the global workforce by 2030, the report argues that brands willing to embrace strategic playfulness will gain a competitive edge.

“Being positively playful doesn’t mean abandoning professionalism,” the report states. “It means recognising there is room for delight, surprise and humanity — even in serious sectors.”

Commenting on the findings, asembl. CEO Gavin Farley said: “This isn’t another generic trends report — it’s what’s genuinely working for our clients right now.

“When 85% of neurodivergent people are avoiding events, and only a third of advertising isn’t overly serious, it’s time to rethink who we’re designing experiences for, and why. These are no longer nice-to-haves; they’re fundamental to staying competitive in 2026.”

Download the full 2026 Trends report here

 

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