The 35th annual CEMA Summit brought the event marketing world together in Austin, Texas for three days of sharp insights, bold ideas and serious connection-building. From the opening keynote to the last roundtable, one thing was clear: the industry is evolving fast, and the brands, agencies and partners leading the charge are thinking smarter, scaling wider and designing experiences that hit harder.

Representing PRG at this year’s summit were Lauren Dreeland, Senior Director of Sales & Business Development, and David Posegay, Vice President & Head of Sales, Corporate Events. With deep experience in delivering large-scale corporate experiences, Lauren and David connected with leaders across the industry to bring back key takeaways that speak directly to where event marketing is headed.

Here are five trends they spotted at CEMA Summit 2025—and why they matter now.

1. AI is your teammate

AI wasn’t just a talking point, it was the undercurrent of nearly every conversation. From networking sessions to the opening keynote, the message was clear: AI isn’t optional. It’s essential.

One corporate thought leader summed it up perfectly: “It’s not just a tool, it’s your teammate.” He challenged attendees to go beyond using AI to fine-tune an email and start integrating it into broader workflows.

Here’s how AI is already being explored in the events space:

• Task Optimization: Automated scheduling, contract management, and meeting recaps
• Process Refinement: Demand forecasting, budget optimization, content curation, post-event analytics
• Attendee Experience: Facial recognition and heat mapping, real-time dashboards, voice-activated chatbots

Corporate brand panels confirmed that many teams are actively trialing AI across internal workflows—from venue contract review and risk planning to theme ideation, activation strategy and quote analysis. The consensus? The sooner you integrate it, the more value it can offer.

2. Multi-sensory is a must-have

Creative leaders warned that events can no longer rely on video alone to capture attention—especially at large conferences, trade shows and expos where LED overload is real.
To stand out, brands need to design for all the senses. Touch, sound, scent and even temperature are becoming essential tools in the experience designer’s kit.

One speaker shared data showing that multi-sensory activations boost brand recall by 70% and double overall memorability. When done well, this approach creates deeper emotional engagement and lasting impressions.

3. Emotion runs high on the metric mandate

"Return on Emotion" (ROE) is gaining traction as a key metric alongside pipeline and lead gen. It focuses on how an event makes people feel, and how that emotional resonance drives long-term brand affinity.

Brands are beginning to track ROE through attendee surveys, social listening and pre- and post-event sentiment analysis.

While measurable ROI remains important, ROE is helping define a more complete picture of event success—one that includes perception, connection and long-term loyalty.

4. Personalization is the future

One of the biggest growth areas discussed at CEMA was personalization—how to create events that feel uniquely tailored to each attendee.

Audience expectations have shifted. People want to co-create their experience from the moment they RSVP. Brands are responding with:

• Curated agendas
• Interactive RSVP forms
• AI-driven networking suggestions
• Persona-based lounges or zones
• Food and beverage aligned with personal preferences
• Personalized post-event content recaps

The result? Higher engagement before the event even begins and a more meaningful, immersive experience on site.

5. Global Scale with Local Mindset

In this new age of agility, things are changing rapidly with shifting priorities impacting all areas of the corporate and event landscape. In most cases, brands are tasked to do more, in more markets, with less support and resources.

Top brand leaders from TED to HP to Canva referenced the need to scale brand events with efficiency and consistency while not losing authenticity and the ability to build intimate connections with a community.

For many, this means partnering with vendors who can combine global reach with local insight, offering the infrastructure to scale and the flexibility to adapt.