Bright's 2026 Event Predictions
Event trends have remained stagnant for the last few years, and we don’t want to put the same ‘trends’ article out that everyone else is.
By the end of 2025, every event professional could probably take a guess at what would be included in an article like this. Something about AI & Immersive experiences, something about Personalisation & Individual experiences, and a lot of somethings about more sustainable events.
But is that really what’s going on? We’ve said the metaverse is coming for half a decade, but with tighter budgets and the need for firmer results, is that actually going to happen for most events? Here are our team’s predictions based purely on what they’ve seen on the ground and what they think we’ll see more of.
Flexibility Will Matter More Than Certainty.
Alistair Paul, Director
Looking ahead to 2026, one thing feels clear: predicting the future has become increasingly difficult.
As global political and economic conditions continue to shift, making long-term plans less certain than they once were. The knock on for the events industry means more cautious budgets, shorter timelines and flexibility becoming a necessity. The events that will succeed are the ones that are ready to respond to change and can adapt quickly while still delivering real value and meaningful experiences.
Events might focus more on how they feel and less on how they look.
Elena Di Maria, Event Manager
I think we’ll see less fuss and more impact, where the key focus will be on the content of an event.
In 2025, 75% of event materials were created using virgin materials (Isla, 2025), and with new legislations coming in, like the CRSD & DPP, I predict we’re going to see fewer big bespoke one-off builds, and people will start to be more creative with how they can create more circular solutions to their event design.Whether that’s highlighting the aesthetics of the venue itself, or using more digital signage or materials that can be reused for future events. As a result, I think there will be a greater emphasis on creating smoother, stress-free personal experiences with engaging content. Because at the end of the day, people remember how an event felt, not just the way it looked.
Cheap branded merch will die before it goes to landfill.
Rosie Evans, Event Manager
Quality branded merchandise is here to stay, but I think landfill logo-ware is definitely on its way out this year.
Delegates are more eco-conscious and clutter-aware than ever, and more likely to appreciate thoughtful merch that serves a purpose. 72% of UK consumers also believe the quality of a promotional product directly reflects the reputation of the company that gave it to them (BPMA, 2025). We’ll start to see a shift towards hyper-intentionality, where if the items don’t have a second life after the event, they won’t be included in the budget!
Corporate Events will be smaller, localised and more often.
Sarah Bryers, Operations Director
I think we’ll see a shift from the one-off all singing all dancing AGM to more frequent touch points throughout the year to keep teams motivated and aligned to the company’s mission.
Employee trust in leadership has been falling over the last few years, and the elusive CEO is becoming more of a pain point, so I feel we’re going to see more frequent opportunities to build that trust through more intimate events in local offices or venues, where employee voices can be heard more frequently throughout the year.
Some organisations will bring in AI too soon.
Clare Sheahan, Senior Event Manager
AI Integration is increasingly feeling like a business imperative, but without considering it properly, it will do more harm than good.
The reality is the predictions of what AI could do for events aren't here yet, and even if they were, they're not suitable for every event - especially small-scale ones. We already have a solution that can create 'adaptable content through live audience sentiment analysis' - it's called a good presenter. The human touch is still highly effective in these moments and more practical to apply than AI, and rushing to an integration because you're scared of being left behind will create barriers down the line.
Once people have thought, "We tried AI before, and it didn't work", it's a lot harder to shift their mindset when it's all about where it will bring actual value to events, which, unfortunately, is a lot less flashy. It's in the planning and admin stages that AI can have a real impact to improve workflows, freeing up time for more creative planning and deeper insights, which for now, AI isn’t able to provide.
We’ll stop seeing AI-generated event posters.
Jardine Miles, Marketing & Special Projects Manager
Ok, maybe less of a prediction, and maybe more wishful thinking, but considering the growing public pushback of AI-generated content, I think we’ll see less of it - or at least more subtle versions of it.
Generative AI is becoming increasingly more divisive. In 2024, 22% of Britons felt more positive about AI generative tools compared to 2023, but 32% felt more negative, and although YouGov are yet to release the 2025 data from living in the comment sections for most of my job, I think it’s only gonna be a further split.
Pushback is more prevalent when the AI usage is felt to be ‘taking the place’ of an artist or designer, and as posters are so public-facing, the risk of backlash is not worth it anymore, so we’ll see more illustrations, rich photography and clever use of texture and text.
