Artificial intelligence. Virtual — and augmented — reality. Wearables, gamification and all-mobile-everything.
The ongoing arrival of new technologies has transformed the way corporate events are organized, executed and experienced. Not only can these tools help event strategists efficiently plan and manage logistics, but they’re also compelling storytelling mediums, empowering companies to create immersive experiences that transport their target audiences deeper into their brand via imaginative realms and interactive displays.
The implementation of innovative tools during events has made it easier than ever to provide attendees with moments they won’t soon forget — and over time, this will only be amplified. Here, David Granite, creative technologist with MCI’s Dorier Group, an audiovisual event experience company apart of the MCI brand portfolio, shares his outlook on the future of experiential events and the role technology plays in transforming the industry.
MCI USA: How do you envision the events industry of the future?
David Granite: Even with advancements in technology, the intrinsic human desire for face-to-face interaction will persist, as nothing can truly replicate the dynamics of real-life interaction. We foresee a blend of physical experiences with digital enhancements, integrating technology to foster community and engagement. Fields such as artificial intelligence, Web3 and machine learning will revolutionize the interaction landscape surrounding events, creating novel avenues for revenue generation.
How will technology further shape the industry and influence the strategic planning of events?
The challenge and excitement in harnessing disruptive technology lie in discerning the right time to embrace such innovation and the potential impact it could have. The key is to understand the readiness of your audience for such trends and tailor your approach accordingly. For instance, we might propose a cutting-edge NFT (non-fungible token) DAO (decentralized autonomous organization) strategy to an esports company or an urban lifestyle brand but wouldn't broach such concepts with our more traditional clientele. Understanding your audience and keeping abreast of emerging trends enables strategic planning.
What considerations are crucial for brands when introducing new technology into their events?
The primary question that requires a firm answer is the purpose behind implementing the technology: What objectives are we hoping to achieve and how can we measure success? It’s vital to evaluate the risks involved. Never oversell or let aspirational thinking cloud your vision. I strive to keep the project’s purpose and the brand’s return on investment at the forefront of all decisions.
Tell us about some of the tactics you incorporate into your event management endeavors.
Our philosophy, ever since 2020, has been to position the attendee at the heart of our approach, rather than the message itself. It's crucial for us to modulate our message and its delivery in a way that elicits positive and engaging responses. The use of gamification and storytelling are key tactics we employ, and it's important to note that gamification isn't always reliant on technology. Analog mediums can also powerfully convey a narrative, reminding us of the potency of traditional storytelling.
When contemplating the “future” of experiential events, what are you most enthusiastic about?
I’m enthused about embracing change and actively participating in this transformative era of the events industry. There is, naturally, a degree of apprehension as we venture into uncharted territory, especially concerning the implications of AI. However, my optimism outweighs any concerns. The opportunity to shape a new era of experiential events, driven by creativity and the promise of a vibrant future for humanity, is one I look forward to leaving an indelible mark upon.
MCI USA supports brands by creating in-person and digital events powered by innovative thinking, inspired designs and seamless execution. Connect with us to learn more about how we can help you achieve your company’s event goals.
Frances Moffett is the editorial content director at MCI USA.
