How to Measure the Event Metric Most Teams Are Missing: Trust
BEST PRACTICES
VICTORIA AKINSOWON
Event ROI
Engagement
I need stronger attendee engagement, not just attendance.
Event Logistics
I need fewer last-minute surprises from venues and vendors.
Ideas. Research. Best Practices.
MOVING EVENTS FORWARD
Great events have always been about people. Today, technology is reshaping how those people connect, plan, and create unforgettable experiences. The Cvent Center for Event Insights works uniquely at the intersection of events, hospitality and technology; unlocking research, best practices and ideas that move the industry forward.
NEW RESEARCH FROM THE CENTER
59% of event leaders use AI to create event content. Only 26% say it has delivered a significant improvement. Our study of 459 senior leaders, conducted by Forrester Consulting, shows what’s behind the gap and where AI pays off.
Read the findings
What to expect
from us
Original research
Commissioned studies and first-party research.
Convenings and conversations
We bring together experts to discuss and solve challenges that impact the industry.
BEST PRACTICES
Practitioner guidance, playbooks and expertise.
A STANDOUT FINDING FROM OUR LATEST RESEARCH
We mapped six types of event work by how much of each can now be handed to AI. Relationships and strategy stay firmly human. Admin and reporting can largely be handed over. It also helps explain why AI is underdelivering: most teams started with content, which isn't where the biggest returns sit.
WORK TYPE
0% — 100%
Relationship and experience
Strategy and decision-making
Creative and content
Planning and project management
Data and reporting
Transactional admin
80%
75%
30%
30%
15%
10%
25%
60%
55%
35%
45%
20%
15%
40%
55%
10%
LEGEND
From Less Mindless, More Meaningful. Estimates informed by McKinsey (2025) and a Cvent events team task audit.
Human-owned
AI-supported
AI-owned
LATEST
Event Performance Landscape in the
Age of AI
ORIGINAL RESEARCH
FORRESTER CONSULTING, COMMISSIONED BY the CVENT center
JAN 2026
Less Mindless, More Meaningful: What AI Is Actually Taking From Event Work
ORIGINAL RESEARCH
THE cvent CENTER and MPI
OCT 2026
How to Measure the Event Metric Most Teams Are Missing: Trust
BEST PRACTICES
VICTORIA AKINSOWON
JUN 2026
UPCOMING EVENTS: JOIN THE CONVERSATION
IMEX AMERICA · SMART MONDAY, HOSTED BY MPI
MON 12 OCT, 2:30 PM PT
A moderated panel on what AI is actually taking from event work, and which of your team's tasks to hand over first.
Less Mindless,
More Meaningful
CONVERSATION · MARTIN FULLARD, IDENTITY
13–15 OCT
Why content has to be designed into the event, not bolted on after it.
Audiences Have Changed. Has Your Event Content Strategy?
CVENT CONNECT EUROPE, LONDON
21–22 OCT
[One line once the session is set]
[Session title TBC]
CONVERSATION · VANESSA LOVATT, EVENT TECH WORLD
As AI accelerates, trust matters more, not less.
Why Trusted Community Building Is the Real Growth Engine for Event Success