As digitalisation advances, face-to-face meetings are becoming increasingly valuable

Recognition, rules, collaboration. These are the pillars that emerged from the third edition of Stati generali degli eventi organised by the Club degli eventi/Adc Group, powered by Plesh, and held for the first time at the Palazzo delle Esposizioni in Rome thanks to a collaboration with the Rome and Lazio Convention Bureau. These reflections have been brought together in a manifesto containing ten proposals focused on building a network.

“We need to recognise events as a strategic industry with stable representation, uniform rules, shared data and protection for skills and creativity,” says Salvatore Sagone, chairman of Adc Group. But whilst images, videos, influencers and even conversations can be concise, a physical presence serves as a mark of authenticity. “Face-to-face meetings restore trust, intensity and lasting memories to relationships that are increasingly mediated by screens,” says Sagone.

Meanwhile, the figures point to growth in live communication: according to data from Astraricerche, corporate investment in events has exceeded 1.1 billion euros. The broader sector analysed by the Politecnico di Milano in collaboration with Live Hub – which also includes entertainment and trade fairs – amounts to 17.23 billion euros and involves a supply chain comprising 2,580 companies and around 27,000 direct employees. ‘Live communication is growing at double-digit rates, and the broader scope of the events industry is key. Companies invest because events bring the brand to life: they allow people to encounter it, experience it and share it. Furthermore, they generate relationships, content, reputation, sales and connections with employees and stakeholders – all elements that continue to have an impact well beyond the duration of the event,” explains Sagone.

Now we are also seeing events generated, enhanced or personalised by artificial intelligence. The boundary no longer coincides with a screen, even if the focal point remains the shared experience between real people. Thus, AI and data are driving personalisation, influencing production processes and shaping new professional roles. ‘The most immediate impact is behind the scenes: scenario generation, cost estimates, planning, flow simulation, predictive safety, matching and measurement. But I don’t believe in a simple replacement: the value of those who know how to ask the right questions, verify the results, take responsibility and transform tools into experience will grow,” says Sagone.

The events act as a bulwark against digital saturation, strengthening relationships, reputation and community. ‘They become a relational platform that combines physical experience, content, data and community. They do not replace other channels: they complement them and give them a human, tangible and shared focus,” says Sagone, highlighting how the main obstacle to scaling up is regulatory, administrative and representational fragmentation. “Every city, organisation and venue applies different procedures, increasing lead times, costs and business risk. Without a single code, national standards and a stable institutional point of contact, it becomes difficult to plan and attract international productions.”