Events are the last haven of reality in a digital epoch

One of the most resounding moments of this year’s BEA World Festival was a one-on-one talk with Julius Solaris, a pioneer in connecting data, creativity, and technology, and the recipient of this year’s BEA World Hall of Fame Award.

Julius is far more than a commonplace event organiser; he is an avid analyst and content creator who has been closely examining the events industry for the past two decades. His style, direct approach, and ability to interpret trends filled the void left by the slow die-off of classic media platforms. His comments often prompt a rhetorical question: Would you let a surgeon operate on you or a simple observer of the operation? Needless to say, this is a metaphor. Yet, in our industry, it sparks a perennial debate about who we trust: an event organiser or an analyst who observes the events industry from afar, and attempts to understand its profoundness? The data speaks for itself, and the role he played to advance the industry is undeniable. As the organisers of the BEA World Festival emphasised, he worked hard to earn the award. We sincerely congratulate Julius Solaris on his accolade. Below, we summarise some of the sparks from the conversation with Salvatore Sagone hosted with the recipient in Rome.

Solaris, a seasoned analyst and trendsetter in the industry, spoke candidly: “Events have become one of the few remaining platforms where we can create actual trust.” In a time when algorithms generate endless amounts of content and digital communication increasingly hinges on artificial intelligence, people are turning to the source – human contact.

The pandemic first showed that live events were in danger of extinction. We all believed that 2024 would be digitalised infinitely. But the reality is different.

In-person events have exploded. In a survey Solaris conducted among 1,000 event organisers, the word “connection” cropped up as the key reason for attending. Even though content is king, human contact has become the primary virtue of events. Today, event halls serve as spaces for meetings, exchanging knowledge, and networking. Listening to talks has been replaced by interactions.

while THE use of social media platforms among young people (16 to 24 years) is declining, interest in live, in-person experiences is growing.

The younger generations hold a surprisingly crucial role in the rebirth of events. Gen Z is not only present, but engaged – in a way unknown to older generations. “The youth don’t wish to stand in event halls and listen to PowerPount presentations. They want to collaborate, discuss, and cocreate,” explained Solaris. In other words, Gen Z aspires to attend more roundtables, join more peer-to-peer formats, and hear fewer one-way “ex cathedra” talks. This shows a clear shift: while use of social media platforms among young people (16 to 24 years) is declining, interest in live, in-person experiences is growing. Events are thus becoming the new medium of authenticity, where they can express themselves without filters.

Artificial intelligence: an opportunity or a threat?

Julius Solaris does not idealise artificial intelligence. Au contraire, he warns of its pitfalls, especially when using it routinely and haphazardly. “Generic emails and AI-generated posts can do more harm than good,” he concluded. Yet, he also acknowledged AI’s trump card: data analysis. With his signature sharp tongue, he commented, “Most companies rely on information about events created in Excel from 1995.” By adopting AI, we can finally comprehend the actual impact of events, not only in the number of attendees, but in the effects on sales, brand recognition, and long-term loyalty.

“Events are the greatest ROI engines in the B2B world. In the B2C world, they are runner-ups behind social media platforms, but they enjoy much greater trust.”

Yet, there are two sides to every coin. Using AI without restrictions can lead to the dehumanisation of processes and even layoffs, which is already commonplace in numerous US event agencies. The key task of the industry is thus to use AI as a clever companion, not a replacement for authentic human touch.

the events industry warrants more respect, not in the form of standing ovations and roaring applause after the conclusion of a successful conference or congress, but in the form of systemic recognition from local governments, economic associations and academia.

The essence of Solaris’ talk is a call to action: the events industry warrants more respect, not in the form of standing ovations and roaring applause after the conclusion of a successful conference or congress, but in the form of systemic recognition from local governments, economic associations and academia. We need clearly defined career paths, possibilities for promotion and platforms for exchanging knowledge. As he laid out the prerequisites for the future, he recalled the protests in Milano during the pandemic, when event organisers first demanded their place under the sun (of their respective local economies) en masse. “Events tie communities together, generate revenue and (re)build bridges in a polarised world. It is high time these effects are recognised officially.”

AI can aid but not replace

Solaris is still proactive as a content creator. In this role, he underlines the role of AI as a creative partners, not a replacement. “With AI, I can effortlessly bridge divergent insights and gain new perspectives. However, the last word must be human.” Solaris champions the use of AI as an assistant, not an autonomous agent. Overt automatisation, he believes, will lead to the diminishing importance of jobs and even layoffs, as has been the case in US agencies.

Events have become the culmination of multichannel marketing

One of the most recent trends is the so-called multipoint strategy. A best practice case is Inbound, an event attended by over 12,000 attendees that comprises more than 750 accompanying events. “A single event can include pop-up activations, influencers, dinners, exhibitions, and more, all within a single cycle,” summarised Solaris. This novel approach allows event organisers to complete the entire experience funnel – from awareness to brand loyalty. More importantly, such multipoint events generate content that is beloved by algorithms. Videos from events, comments from attendees and live content have greater reach and more ROI than anything created in a studio.
Events have become the single most potent communication channel of our time:

• They have been the #1 source of leads in B2B marketing for the past three years
• They only trail behind social media platforms in B2C events, but enjoy a higher level of trust
• Videos from events have much higher engagement than studio production

Decentralised events and the future of events – without a “main” stage

The concept of Tech Week is ushering in a new paradigm: 25,000 attendees across various venues in different cities, without one single central “stage”. Solaris expounded on the idea: “This is no longer a conference, but a movement.” In the future, events will become increasingly dispersed, with more local satellite meetings, where brands and communities will meet in a sea of formats.

“Events are the last haven of reality in a digital epoch – a space where human contact is still valued more than algorithms.” – Julius Solaris

Julius Solaris is an austere believer in the power of communities. He has an unwavering belief in event organisers and industry platforms. In this light, he commended the role of the host, Salvatore Sagone, and his devoted work to building a European community of event organisers. Yet, he warned: “We must not be content with what we have. It is time to leave a greater impact, be more present and gain further recognition.”

If we wish to keep events relevant, respected and strategically important, the industry must build iron foundations to advance professionalism in the long term. In other words, the events industry must shape defined career paths for young talents, establish educational programmes on all levels – from the basics to specialisation, ensure institutional support (from governments and municipalities to academic milieus) and aspire to be officially recognised as an economic and social force.

Events are not a marginal activity or a luxury. Events are an engine of the economy, a platform for connecting and a bridge for people. Now is the time to acknowledge this role, not with words, but systematically: with legislation, education and, above all, respect.

Five key findings of Julius Solaris:

• The record growth of physical events since the pandemic has not ceased
• Connecting with like-minded peers remains the key reason to attend events
• AI presents an opportunity, but only as a companion to human creativity
• Surprisingly, Gen Z supports and enjoys in-person events
• The industry needs more respect, clearly defined career paths and expertise

Editorial by Gorazd Čad