According to Gábor Kurják, Head of the Creative Studio at Visual Europe Group, the events industry is undergoing such rapid technological transformation that audiences no longer settle for being passive spectators. As he puts it: “Artificial intelligence and digitalization elevate the event experience to a new level — audiences want to step inside the visual world and become part of the story.”

Reflecting on the themes highlighted by IAB, Gábor emphasized that AI has already become an integral part of creative event design, from fast visual concept generation to audiovisual content creation and the development of interactive elements. He believes modern technology does not replace human creativity — it extends it: “AI tools accelerate the design process and open up possibilities that were previously unimaginable. This transforms events from simple shows into personalized, immersive experience spaces.”

Gábor also highlighted that technological innovation comes with responsibility: sustainability, energy management, and conscious data handling are now essential considerations in event production.

You can read the full IAB article here: https://iab.hu/2025/11/25/a-kozonseg-mar-nem-elegszik-meg-a-nezoi-szereppel-igy-formalja-at-az-ai-es-a-digitalizacio-a-rendezvenyek-vilagat/