Embracing the human side of AI, reshaping uncertainty and empowering teams through technology were just some of the key messages discussed at the recent Event Supplier and Services Association (ESSA) 2025 Conference.

Over 200 event professionals attended this year’s annual conference, which took place at Warwick Conferences in Coventry, with a programme composed of expert speakers and panellists exploring the overarching theme of ‘What’s Next?’.

Opening the conference, William Higham, leading futurist and strategist, explained that while we are living in an uncertain world, the events industry is no stranger to unpredictability, and here in lies opportunity:

“In our uncertain world, you have to create something that gets someone off the sofa,” William said. Therefore, personalisation is key. You want to make attendees feel a 1,000-person event was built just for them.”

AI and its implications were also a big focus throughout the day, particularly when it came to not forgetting the human element of its usage. Speaking on AI’s benefits and limitations, AI strategist and author, Katie King, said:

“AI is not just augmenting tasks, it’s augmenting human intelligence and reshaping entire professions. The challenge is getting the human element of transformation right.

“We must remember that AI is backstage tech, not the headline act. Tone, style, risk, legal checks – AI is useless without these all-important human checks and input. The future of events isn’t artificial, it’s emotional.”

This human focus on AI was also echoed by members of the AI & Automation User Panel, who shared practical examples of how the technology was being used, such as facilitating job functions to help reduce burnout. However, challenges were presented too, such as the risk of losing experience pathways for junior talent if duties once used for development are automated too fast.

While the panel agreed AI should be used strategically, they also stressed that people are still front and centre when it comes to AI, as Mark Buckley, Senior Technical Manager at Aztec Event Services, said:

“AI should help empower teams, not hollow them out. We’ve never looked to replace someone. Instead, we use AI so people can do their jobs more effectively.”

Rounding out the conference was Richard McCann, founder of the iCan Academy. As the young child of the first victim to be murdered by serial killer Peter Sutcliffe, and the subsequent monumental life-changing impact that had on him and his siblings, Richard spoke on his journey to overcoming incredible challenges and hardships, showing how we all have the ability to do so:

“When you begin to shift your mindset, and when you have the right coaching and the right people around you, well then, it’s amazing what you can discover you are capable of doing.”

Reflecting on the conference and its learnings, ESSA CEO, Andrew Harrison said:

“What stood out today is that AI doesn’t diminish the role of people; it elevates it. The events industry thrives on human connection, emotion and experience, and those things can’t be automated. AI will help us work smarter, faster and safer, but it’s our people who bring imagination, empathy and collaboration to the table. Our responsibility now is to embrace innovation in a way that strengthens our teams, inspiring and equipping them for whatever uncertain futures may hold.”