by Doug Emslie, Cuil Bay founder, originally published on TSNN
Doug Emslie, Chairman of Cuil Bay Capital and Raccoon Media Group, argues that while technology drives efficiency, the real differentiator for events is preserving creativity and serendipity.
The event industry is entering a period of rapid evolution, marked by new technologies, shifting buyer expectations, and increasing pressure to demonstrate ROI. With this evolution comes a renewed emphasis on meeting models, curated experiences, and operational efficiency. But as the conversation accelerates, it’s worth asking: Are these innovations truly new—or are we simply refining long-standing principles rather than reinventing them?
For decades, facilitated meetings have been central to business events. Today’s tools—AI-assisted matchmaking, data-led personalisation—undoubtedly improve efficiency. Yet they are refinements, not revolutions and there is a real risk that we mistake optimisation for transformation.
The Debate: Is Serendipity Being Engineered Out?
Some recent industry commentary on so-called “new models” suggests that serendipity is fading, replaced by tightly curated buyer journeys and increasingly structured schedules. Some argue this improves outcomes. Others fear an era of over-orchestration—an environment reminiscent of the hyper-managed world described by George Orwell in Nineteen Eighty-Four.
Of course, the intent is not dystopian. But the question is valid:
In our drive toward efficiency, are we unintentionally diminishing the unpredictable moments that make events invaluable?
What Buyers Actually Want
Research across trade shows, hosted buyer programmes, and sector-specific conferences continues to show that:
- Scheduled meetings are important, but not the sole driver of attendance.
- Networking, learning, discovery, and experiential value increasingly shape perceptions of success.
- Buyers are seeking high-energy environments that are transactional, educational, interactive—and most of all fun.
The current rise of “festivalisation” reflects this shift. While the term may be loosely defined, the underlying trend is clear: buyers value vibrancy—a sense of movement, creativity, and opportunity that cannot be manufactured through software alone.
The industry’s task, therefore, is not to eliminate structure but to balance it with organic, unplanned interactions—the conversations in the corridors and bars, the unexpected introductions, the informal discussions that spark commercial and creative outcomes.
We Paint on a Canvas, We Don’t Build Spreadsheets
At its heart, our industry has always been—and must always remain—an act of creation, not administration.
We are in the business of painting on a canvas: shaping experiences, moods, emotions, and energy.
We are not in the business of filling out spreadsheets, ticking boxes, or pretending that optimisation is the same as imagination.
Technology can support the craft, but it shouldn’t replace the art. Events aren’t meant to be engineered line by line—they’re meant to be felt.
The events industry is, fundamentally, a creative economy. Over-engineering risks reducing events to logistics rather than the living ecosystems of connection and creativity they are meant to be.
The Future: Precision Meets Possibility
Looking ahead, the winning models will be those that embrace two complementary forces:
- Precision — using AI, data, and curated pathways to enhance relevance and reduce friction.
- Possibility — preserving room for the unscheduled, the unexpected, and the serendipitous.
Buyers don’t want to be told what to do every moment of the day. They want structure with space. Efficiency with humanity. ROI with inspiration.
Serendipity is not only alive—it is a strategic differentiator. And as we move into 2026, it remains one of the most powerful elements separating live events from every other media channel.