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ATLANTA, Georgia, August 2026 — Event ROI, artificial intelligence and the continued strength of in-person experiences are emerging as interconnected priorities for enterprise event teams, according to findings from InEvent’s recently released State of Enterprise Events 2026.
Drawing on responses from more than 2,000 event professionals across six industries, along with InEvent platform intelligence covering more than 50,000 events, the research offers a broad view of how organizations are planning, investing in, and measuring events in 2026.
Among the clearest findings is the continued importance of face-to-face experiences. 90.4% of respondents consider in-person events very important, while 78% identify in-person as the most impactful event format. Another 66% say in-person events drive their strongest revenue.
Perhaps more significantly, 52% of respondents attribute at least half of their organization’s closed-won deals to in-person events.
Together, the findings suggest that the resurgence of in-person events is increasingly tied to business performance, not attendance alone. The full research goes further into how organizations are connecting in-person events with revenue, investment, and event performance, providing additional context on why face-to-face experiences continue to command enterprise attention.
“Enterprise event teams are looking much more closely at what happens because of an event,” said the InEvent team. “Attendance still matters, but so do the relationships created, the engagement generated, the opportunities influenced, and the business outcomes that follow. That is changing how organizations think about event ROI.”
Artificial intelligence is developing alongside that shift.
The research found that 72% of event professionals consider AI valuable or essential, pointing to an industry moving beyond early experimentation and toward more practical applications across event operations.
That headline number also raises a bigger question explored throughout the State of Enterprise Events research: where is AI actually creating value for event teams? The report looks beyond overall sentiment to examine how AI fits within changing technology priorities and the operational realities enterprise teams are navigating.
For event professionals, practical applications can extend from simplifying registration setup and working with event data to supporting reporting and everyday event-management tasks.
InEvent has been investing in this direction through capabilities including its AI Registration Assistant and recently launched Model Context Protocol (MCP), which enables supported AI assistants to interact with event information and workflows using natural-language requests.
The broader opportunity is increasingly about reducing administrative work and helping event professionals access the information they need faster.
Technology investment is also continuing despite increasing financial pressure.
According to the State of Enterprise Events 2026, 88% of event professionals plan to invest in event technology, while 71% expect event costs to rise.
Together, those numbers reveal one of the research's key tensions. Organizations are preparing to spend more on events while simultaneously increasing their investment in the technology used to deliver and measure them.
The full report examines this investment picture in greater depth, including the priorities influencing technology decisions and the pressure event teams face to balance cost, attendee experience, operational efficiency and measurable outcomes.
Technology decisions are increasingly tied to efficiency, integration, and measurement. Event teams are evaluating how registration, attendee management, onsite operations, engagement, analytics and business systems can work together rather than operate as disconnected parts of the event lifecycle.
Attendee experience remains central to those decisions. 74% of respondents identify attendee engagement as a key factor in event success, reinforcing the relationship between technology investment and the experience organizations ultimately create.
That finding is particularly important alongside the report's in-person data. If organizations are placing greater business value on physical events, simply getting people into the room is not enough. What happens once they are there increasingly determines whether that investment creates value.
Taken together, the findings point toward a more connected enterprise event strategy.
In-person events are demonstrating measurable commercial value. AI is finding practical applications within event operations. Technology investment remains high. Attendee engagement remains critical. And growing cost pressures are making it increasingly important for teams to understand what their events actually deliver.
The individual percentages tell part of that story. Their relationship tells considerably more.
90.4% placing significant importance on in-person events, 88% planning technology investment, 72% seeing value in AI, and 71% anticipating higher costs point to an industry investing in events while becoming more deliberate about how those experiences are operated and measured.
“The opportunity is to connect these priorities,” the InEvent team added. “AI, event technology, engagement and ROI are increasingly parts of the same conversation about creating better events and understanding their impact.”
The State of Enterprise Events 2026 explores these findings in greater depth, with additional research into event investment, ROI, attendee engagement, AI adoption, technology priorities, measurement and the changing role of in-person experiences.
Read the State of Enterprise Events 2026 report to explore the complete findings.
InEvent is an enterprise event technology platform that helps organizations plan, manage and scale in-person, hybrid, virtual, and webinar experiences worldwide. InEvent supports event registration, attendee management, onsite operations, engagement, networking, analytics, integrations, and AI-powered event management for modern enterprise event programs.
