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 from www.mitawards.co.uk
