Companies that embrace Event-Led Growth (ELG) are 75% more likely to achieve growth rates above 50%

In today’s complex market, marked by fierce competition for buyer attention and persistent economic uncertainty, events have transitioned from a mere marketing activity to a core engine for business expansion. Event-Led Growth (ELG) defines a go-to-market approach that utilizes events as the primary channel for both customer acquisition and retention. This strategy relies on creating data-driven programs that integrate marketing efforts across various channels, thereby driving measurable value and engagement at scale.

The data underscores the power of this strategic shift. Organizations incorporating ELG are seeing outstanding results: US-based teams that adopted this approach were 75% more likely than those who did not to see a growth rate of over 50% in 2023. Furthermore, 93% of US companies using ELG successfully meet their pipeline and revenue goals, compared to 76% of those who operate without this strategy.

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How 89% of Event Makers save 200 hours a year with AI

As businesses navigate increasingly complex operations, the ability to reclaim time from repetitive tasks has become a strategic advantage. Event planners and marketing teams are turning to automation, AI, and integrated data systems not merely to streamline workflows, but to free resources for creativity, strategic initiatives, and value-driven decision-making.

Event production is coordination at scale: suppliers, schedules, content streams and thousands of attendee data points must be aligned under tight deadlines. Currently, 81% of event planners juggle two to five distinct technology solutions (registration, CRM, check-in, content scheduling, staffing). This “multi-tool” reality produces duplication, manual reconciliation, operational friction and missed opportunities for data-driven insight, daily minutes that compound into hundreds of hours per year.

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How AI is transforming event networking in a post-pandemic world

The COVID-19 pandemic forced event professionals to rework every assumption about gatherings: distribution shifted to virtual and hybrid formats almost overnight, attendee expectations changed, and digital touchpoints multiplied. That disruption did not diminish the underlying driver of event economics, human connection, but it reframed how and where those connections must be engineered. In 2026, organizers face an imperative: pair the scale and convenience of digital delivery with technologies that reliably create the high-value one-to-one and small-group interactions attendees seek.

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Why event leaders should make AI a priority in next year’s budgets

The event landscape is evolving rapidly, and Artificial Intelligence (AI) has become a fundamental component of successful strategy. Event leaders who aim to remain at the forefront of innovation must act now to align next year’s budgets with accelerated technological advances. According to data from this year, half of corporate professionals managing meetings plan to integrate AI in 2026. This adoption demonstrates that AI enhances data-driven experiences while complementing human creativity. A global Amex GBT survey shows that 42% of respondents expect to use AI in the coming year, with adoption particularly high in Asia-Pacific at 57%, compared to 42% in North America.

Event organizers worldwide recognize the importance of integrating technology. Updating technological capabilities is the area where 38% of respondents focus most intensely to improve their meeting programs. If budgets were to increase by 10%, 19% of planners would allocate the additional resources to technology adoption, placing AI at the top of investment priorities.

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