Over the course of the CN 30underThirty programme, Conference News will be speaking to members of the programme about their professional journey and the causes they’re championing to shape a more inclusive, forward-thinking industry.
This week we meet, Sophie Burn, content and communications manager at XSEM. She discusses the careful integration of AI and the responsibility to ensure it enhances roles rather than replaces them.
What made you want to get involved in the industry and why?
I came into the industry somewhat unexpectedly after completing a degree in Journalism, Media & Culture at Newcastle University. I was looking for a role that would let me combine creativity with practical skills, particularly where I could use my creative and writing skills in a more dynamic, fast-paced environment. XSEM offered exactly that blend, bringing together storytelling through event comms and content; strategy through creative scoping; and execution in project delivery and client management – all in a package that really appealed to me.
What is the first career highlight that comes to mind?
Early in my career at XSEM, I contributed to two projects for Carling that were later recognised as part of XSEM’s ‘Conference News Marketing Agency of the Year’ win. One was a bespoke gamification campaign, and the other an engagement programme designed to drive customer interaction at outlet level. Both projects were built from scratch, creatively ambitious, and delivered really strong results for the client.
Alongside delivery, I also wrote the award submission for ‘CN Marketing Agency of the Year’, which brought the work together into a single narrative. Seeing both the campaigns and the way they were positioned externally being recognised was a very proud full-circle moment for both the team and myself.
What have you learned about yourself since entering the events world?
I’ve learned the importance of focusing on what you can control, particularly in a fast-moving environment where timelines shift and not everything goes to plan. Being able to stay grounded in the delivery, priorities, and maintain clear communication makes a real difference.
Alongside that, I’ve learned that I work best when I’m balancing creativity with structure. I enjoy the pace, creativity and unpredictability of events, but I’ve also developed a stronger appreciation for the value of thorough planning, process, and clarity in how work is delivered. That combination has shaped how I approach my role and how I contribute within my team.
If you could give your younger self one piece of advice when starting out in events, what would it be?
Don’t let your thinking be limited by scope, convention, or “the way things have always been done”. Question ideas, challenge assumptions, and explore alternatives to processes – not to be difficult, but so you can confidently say you’ve properly tested every option. That’s how you arrive at the strongest, most successful solutions!
How important are schemes such as CN 30under30 and do you believe the industry does enough to support young professionals?
Schemes like CN 30under30 are hugely valuable because they create visibility for emerging talent in an industry that often prioritises experience over potential. Recognition at this stage builds confidence, opens up networks, and accelerates careers. That said, the industry can always go further in providing structured, long-term support. Mentorship, transparent progression pathways, and access to leadership conversations should not be reserved for later stages in careers. Celebrating young professionals is important, but investing in them consistently is what will retain and grow that talent. I’m very fortunate that XSEM really buys into that message.
How do you see the events industry changing over the next five years, and how do you want to be part of that change?
The industry will become faster, more data-informed, and more integrated across digital and physical experiences. Audiences will expect personalisation at scale, and brands will need to demonstrate clear value and purpose through events, not just presence.
I want to be part of shaping how we communicate that value. From a content and communications perspective, that means creating narratives that connect audiences before, during, and after an event, and ensuring every touchpoint feels intentional, measurable, and human.
What is an issue or topic within the industry that you think is important and want to champion? Can you explain a bit about it?
The careful integration of AI is one of the most important topics facing the industry. There is a real opportunity to use AI to streamline processes and unlock more creative thinking. However, there is also a responsibility to ensure it enhances roles rather than replaces them. Events are built on human connection and shared experience. AI should support those elements, not dilute them. The challenge is finding the right balance between innovation and authenticity.
Why is this particular issue or topic important to you?
It matters because the value of our industry lies in people. The ideas we generate, the relationships we build, and the experiences we create cannot be replicated by technology alone. If AI is implemented without careful thought, there is a risk of losing what makes events meaningful. I am interested in how we can embrace innovation while protecting and elevating the human skills that define great work.
What do you plan to do to continue to champion the topic?
I plan to stay informed, ask questions, and contribute to conversations around responsible AI use. In my role, that means being intentional about how tools are used in content creation and communications, ensuring they add value rather than replace thinking. It also means advocating for transparency internally and externally, so teams and clients understand both the benefits and the limitations. I’ve already started to introduce these principles at XSEM through sourcing some company-wide training and reviewing process, but there’s plenty more to be done!
What can the industry itself do to better champion this topic?
The industry needs clearer guidelines and more open dialogue around AI. That includes setting expectations for ethical use, investing in training, and encouraging knowledge sharing rather than competition in this space. Leaders should prioritise people-first strategies, ensuring teams feel supported and equipped rather than threatened. Ultimately, the industry should treat AI as a tool to enhance creativity and efficiency, not as a shortcut that compromises quality or human connection.