Event technology giant Cvent is to invest more than $1bn (£750m) in AI, product innovation and technology over the next three years, in what the company describes as the largest investment in its history.
The announcement was made at Cvent CONNECT in Nashville, where the company also unveiled a new brand identity centred on what it calls the "Presence Premium" - the idea that as AI-generated content becomes increasingly commonplace, the value of face-to-face experiences is rising.
Speaking at the conference, Cvent founder and CEO Reggie Aggarwal said organisations are looking to events to build trust and engagement at a time when audiences are becoming more sceptical of AI-generated content.
"In a world where AI can generate almost anything, people are craving something real," he said. "When the world around us is so noisy, choosing to be present is the rarest signal in modern business."
Cvent said the investment will accelerate development of AI capabilities across its platform, alongside wider product innovation designed to help organisations plan, manage and measure business events.
The company said the strategy is underpinned by research suggesting that live experiences are becoming increasingly important in an AI-driven marketing landscape. A commissioned study by Forrester Consulting found that 70 per cent of business leaders believe events matter more, rather than less, as AI-generated content proliferates, while separate research commissioned by Cvent found that 81 per cent of respondents said attending an in-person event increased their trust in an organisation.
Alongside the investment, Cvent unveiled a refreshed brand identity designed to reflect its focus on helping organisations deliver what it describes as "high-performing events".
Amy Lucia, Cvent's chief marketing officer, said the new positioning reflects a wider shift in how organisations view events.
"For a company that exists to prove what events can do, we needed a brand bold enough to match that conviction," she said. "The research behind it gives every event professional, marketer and hospitality leader something they've never had before: proof that presence performs."
Cvent said the investment will support continued development of its AI-powered platform, CventIQ, as well as broader innovation across its event management technology.
The company also announced the launch of the Cvent Center for Event Insights, a new thought leadership initiative focused on research and best practice across the events, hospitality and technology sectors.
The announcements were made during Cvent CONNECT in Nashville, the company's flagship customer conference, which attracted almost 5,000 delegates in person, with thousands more attending virtually.
