The Association of Event Organisers (AEO) Conference welcomed its biggest-ever audience on 4 September, as more than 280 senior leaders gathered at Manchester Central – a 17 per cent increase on last year’s edition.
The day began with optional wellness activities, from yoga to the AEO run. Mike Seaman brought extra energy and plenty of laughs, by running in a hotdog costume, raising money for Birmingham Children’s Hospital.
Ahead of the main programme, AEO also launched its inaugural Business at Breakfast session for CEOs and senior organisers. Broadcaster Danni Hewson provided timely analysis of UK and global economic trends, setting the tone for a day of forward-looking discussion.
The conference was chaired by Alison Willis, the new AEO chair, who guided the programme and audience engagement throughout the day.
Themed “Quantum leap: events in the transformation era”, the conference tackled some of the most pressing challenges and opportunities for organisers.
Highlights included:
• The future of event strategy – entrepreneur Piers Linney explored how artificial intelligence is reshaping event strategy, urging organisers to become “AI-first” to stay competitive.
• From retail to events: lessons in transformation – Melanie Smith CBE, CEO of NEC Group, shared leadership insights in conversation with Phil Soar, stressing the importance of agility and culture in driving organisational change.
• Expanding without borders - international growth opportunities – a panel highlighted Southeast Asia as a fast-growing region and underlined the value of strong local partnerships when taking events overseas.
• Your AI roadmap for success – UptakeAI’s Andrew Whyatt-Sames and Lucy Pitt demonstrated practical applications of AI, showing how even small steps can unlock significant efficiency and free teams for higher-value work.
• Experience amplified: the new community paradigm – Hugh Forrest, co-founder of SXSW, explained how community-driven experiences and authenticity are central to long-term event success.
• What’s powering revenue now? – panellists explored commercial models, highlighting AI’s role in automating routine sales tasks while freeing teams to focus on relationship-building.
• Transformation from within – Peter Jones, CEO of Nineteen Group, reflected on his journey, emphasising risk-taking, culture, and people as the bedrock of growth.
Anna Golden, chief executive of AEO, said:
"The AEO Conference is about bringing our community together to learn, share, and look ahead. From the resilience of the UK economy to the rapid rise of AI, our speakers gave us practical insights and big ideas to take back to our businesses. The atmosphere in Manchester was positive, energised, and full of collaboration - proof that live events remain a vital driver of growth and connection."
