To succeed in the era of AI, emerging tech brands must recognize the superpowers of live events

The tech industry is entering into a new age of supercharged growth. There are currently 3,900 growth stage tech companies in Europe alone, and with AI developments fueling the fire, that figure is expected to double in the next five years, according to the latest State of European Tech report.

An additional 25,000 early stage startups are also likely to emerge, while at the other end of the spectrum, more and more businesses will join the 365 tech companies currently valued at $1bn+.

It’s an exciting time for the sector, no doubt. But it’s also going to be extremely challenging, particularly for startups and scaleups. Success rates are already low (famously, up to 90% of startups fail), and in such a hyper competitive market, it’s going to be even harder for scaling tech brands to stand out amongst the crowd.

So, what can these companies do to cut through, establish relationships, and build their reputations as leaders in AI innovation?

The irony is that although AI itself learns through digital channels, it’s the information exchange in analogue spaces – i.e. in-person events – that may be the key to success for these up-and-coming tech brands.

Let me explain.

Events can power innovation

With so many businesses now developing products and services based on AI, it will be those who can innovate the most effectively – and demonstrate that innovation – who will emerge as the winners.

With that in mind, we believe in-person events have two important superpowers that make them a highly valuable tool for tech brands looking to accelerate growth.

The first superpower is collaboration. Innovation relies on collaboration – a good idea needs wide-ranging input to turn it into a reality. In the era of AI, this is going to be even more important. We’re all still working out what AI can do and where it can go, and so businesses looking to pioneer innovative solutions need technical, financial, and even political support.

An offline event can be a unique environment to bring together diverse minds—developers, entrepreneurs, industry leaders, and tech enthusiasts—to collaborate, share thoughts, and solve complex problems. Inspiration can be sparked through panel discussions, networking, workshops, and live demonstrations; in short, events can be an incubator for new ideas.

Virtual events have their place, but as most of us now know, conversations can’t flow as naturally through a screen. The ‘real life’ environment engenders a sense of collaboration that just cannot be fully replicated online.

The second superpower is live demonstration. Events allow audiences to get close to and interact with new products, services and technologies, experiencing them for themselves. The memory of such an experience can last far longer than that of an email or video, for example, and being remembered – whether by customers or investors – is the most powerful thing for brands in competitive markets.

Demonstrations also simplify the complex, and with technologies as cerebral as AI, that can be especially beneficial. Events can even accelerate the journey from prototype to product by creating a feedback loop between innovators and potential customers or partners, who have experienced the product in-person.

The big players are ahead of the game

Tech giants have been exploiting the benefits of events for decades. Whether it’s launch events, trade shows, external conferences or internal workshops, live events have been instrumental in driving a step change for these brands.

Think Samsung and Apple, both of which have a long history of hosting spectacular events to launch new products. Salesforce claims to host the largest AI event in the world with its annual Dreamforce gathering, a three-day extravaganza filled (in its own words) with “groundbreaking innovations, inspiring keynotes, and unforgettable moments”. And each year, the likes of Google and Microsoft flock to global trade shows such as Mobile World Congress and Web Summit to connect with customers and partners across the industry.

In an event that delivered on both demonstration and collaboration, we helped QuickBooks – the US market leader for accounting software – to deliver QuickBooks Connect 2023. The live, dynamic event connected over 600 accounting professionals with QuickBooks experts and its innovative software, inspiring and re-invigorating the community after two years of pandemic lockdowns.

Every year, QuickBooks Connect features speakers, breakout sessions, and notable guests – but the main draw of the event is its networking and exhibition hall. This is where those all-important connections are made. Delegates not only get to network with each other, but also receive 1-on-1 time with tech experts, designers, and developers from the QuickBooks team. They can experience new features first hand, deepening their relationship with both the product and the brand.

Scaling tech brands should take inspiration from these success stories and note that events don’t always have to cost large sums of money. Trade shows can be a cost-effective way to connect and collaborate in person – though standing out among the sea of booths requires some creative ingenuity. With a bit of clever, strategic thinking, any brand can utilize events in a way that suits their budget and ambition.

To become a leader, you have to act like a leader. To win in an increasingly crowded market, you need to be at the forefront of innovation. So as the tech industry focuses its energy on the possibilities of AI, think about what you might be able to achieve in the offline world as well.