Quantum leap: Highlights from the AEO Conference 2025
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Stepping into my role as both AEO chair and chair of this year’s AEO Conference was a real privilege – and with more than 280 senior event leaders joining us in Manchester, it felt like a record-breaking moment for our community. The theme “Quantum leap: events in the transformation era” couldn’t have been more fitting. Throughout the day we explored change, challenge and opportunity in equal measure, but we also laughed, swapped stories and – true to our industry – left energised.
Warming up with wellness and wit
We began the morning with optional yoga and a run. Now, only in our industry would you find Mike Seaman jogging through Manchester dressed as a hotdog – all in aid of raising money for Birmingham Children’s Hospital. It was the perfect icebreaker: a little light-heartedness before a day of serious ideas.
The future of event strategy
Our opening keynote came from entrepreneur and broadcaster, Piers Linney, who reminded us that AI isn’t something for the future – it’s already here. What struck me was his comparison: the power loom took 150 years to spread, while ChatGPT reached 100 million users in just three months. His advice was practical as well as provocative – from recording everyday team conversations to capture hidden gems of innovation, to resisting the temptation to lock into long-term tech contracts that could be obsolete before they’ve even hit their stride.
What I took from his session was the balance. Yes, we must experiment, test, record and learn with AI – but equally, the more digital noise there is, the more people will crave trust and human connection. And that, of course, is where live events shine.
Lessons in transformation
Phil Soar of Nineteen Group hosted a brilliant fireside chat with Melanie Smith CBE, CEO of the NEC Group. Melanie’s honesty and humour were a joy – from joking about her obsession with tents (17 and counting!) to more profound reflections on culture, leadership and why the NEC had to simplify to focus on what really matters: its customers.
She described her role as “the best job a person could have” – watching every type of community come through the NEC’s doors, from horse shows to headline concerts. What resonated with me was her point that innovation doesn’t always mean dramatic change – sometimes it’s about stripping things back and recognising who you serve and what you fundamentally do best.
Thinking beyond borders
The international expansion panel, chaired by Kerry Prince of RX, gave us a whistle-stop tour of global markets, from Singapore to San Francisco. Ian Roberts highlighted the ASEAN region as one of the fastest growing in the world, benefitting from new trade flows and investment. Mary
Larkin reminded us that in the US, 60% of attendees travel less than three hours to a show – proof of how local relationships and associations matter.
We heard about Clarion’s bold move of ICE from London to Barcelona, with Stuart Hunter explaining that customer centricity and continuity were key to making it work. And Sanjeev Khaira spoke about Dubai’s rapid growth, with events like Bitcoin booming thanks to government backing and entrepreneurial drive. The uniting message? Know your market, respect the culture and invest in relationships.
Creating experiences, not just events
Later, we heard from Hugh Forrest and Greg Hitchen on the importance of designing experiences that go beyond the show floor. Hugh described events as “the new church” – a place of fellowship and belonging – while Greg championed the power of superfans to become a brand’s greatest marketers.
It was a reminder that our industry is about logistics AND building communities that people want to be part of – and keep coming back to.
The sales perspective
The sales panel turned its attention to how AI might power sales teams of the future – and whether we’ve lost touch with old-school relationship building. There was plenty of debate around wining and dining versus digital tools, but the key takeaway had to be: relationships remain at the heart of long-term retention.
Courage and candour
For me, one of the most powerful moments came from the closing fireside chat with Ruth Carter and Peter Jones. They explored the line between control and letting go, with Peter admitting, “Control makes me feel safe,” while Ruth countered with a philosophy of leaping first and learning to fly later.
Peter also shared the rawest of reflections – the regret of telling his wife’s parents that he’d lost everything when the world thought he was a huge success. It was a vulnerable moment, but one that drew the room closer together. His line, “If you want to burn with passion, you have to set yourself on fire every day,” has stayed with me.
What I’ll take away
Looking back, what I loved most about the day was the honesty – whether it was Piers urging us to capture the hidden ideas in everyday conversations, Melanie reminding us that simplicity often drives success, or Peter sharing the raw reality of failure and resilience. It was a reminder that while technology races ahead, it’s the real stories, lessons and connections that give our industry its power. I left feeling both grounded and energised – ready to embrace the change, but also to protect what makes live events truly irreplaceable.
