Drawing on insights from Olympia’s technology director Richard Harris and Aztec deputy managing director Lisa Tyson, the report argues that the sector is entering a new phase where technology is no longer the headline act but the enabler of deeper audience engagement.
Experience over everything
At the heart of the report is a clear message: events must now justify why people should attend in person.
Organisers are under increasing pressure to deliver experiences that cannot be replicated online, with immersive production, curated networking and shareable “moments” becoming essential components of event design.
This marks a significant post-pandemic shift, with in-person events positioned as spaces for authenticity and community in an era of digital fatigue and growing mistrust of online content.
AV becomes invisible
The report highlights a fundamental change in how AV is perceived: from equipment to experience.
Clients are no longer focused on what technology is being used, but on how it contributes to storytelling and audience journeys. LED remains dominant, but is now deployed more creatively through curved screens, transparent displays and layered scenic environments.
Meanwhile, “plug and play” infrastructure and broadcast-quality production are becoming baseline expectations, supporting seamless hybrid experiences that connect in-room and remote audiences.
Personalisation becomes the ‘gold standard’
Another major theme is the rapid rise of personalised attendee journeys.
From multilingual captions and AI-driven accessibility tools to bring-your-own-device experiences and anonymous audience interaction, organisers are increasingly tailoring events to individual needs.
Accessibility, the report notes, is no longer an optional extra but a core expectation, with technology playing a key role in reducing friction and widening participation.
Events evolve into year-round content engines
The report also identifies a major shift in how organisers measure return on investment, with content capture now central to event strategy.
Events are increasingly viewed as ongoing campaigns rather than one-off moments, driving demand for podcast studios, streaming capabilities and broadcast-style production setups.
This “content-first” approach is influencing everything from stage design to exhibition features, with organisers prioritising visually striking, social-media-friendly installations that extend reach beyond the venue.
Sustainability pressure persists – despite fatigue
While sustainability remains high on the agenda, the industry is experiencing what the report describes as “sustainability fatigue.”
Despite this, expectations remain strong. Organisers are increasingly adopting reusable staging, modular graphics and longer-life assets to reduce waste and improve cost efficiency.
The challenge, the report suggests, lies in balancing environmental goals with tighter budgets and shorter production timelines.
Industry challenges mount
Alongside these trends, the report flags two key challenges shaping the sector in 2026:
- AI hype outpacing practical application, with many organisations struggling to identify meaningful use cases despite widespread adoption.
- Compressed build times, as venues and organisers push for faster turnaround, increasing pressure on production teams and potentially limiting creativity.
What’s next?
Looking ahead, Olympia and Aztec forecast continued momentum behind personalisation, content integration and “festivalisation”—with events increasingly designed as immersive, experience-rich environments.
AI is expected to settle into more practical roles, particularly in accessibility and automation, while operational pressures such as rising costs and shorter timelines are likely to persist.
A redefined role for technology
Ultimately, the report concludes that the AV and production landscape is becoming more audience-focused, experience-led and content-driven than ever before.
For organisers and venues alike, success will increasingly depend not on the technology itself, but on how effectively it is used to create connection, community and lasting impact.
Tyson said: “We have to give people a reason to leave their homes. The events that are succeeding today are creating experiences people simply can’t get anywhere else. Technology plays an important role in that, but only when it’s used to support a much bigger story about connection, engagement and community.”
Harris said: “Technology should enable great events rather than become the focus of them. The most successful organisers are thinking beyond equipment and looking at how technology can create more seamless, personalised and engaging experiences for attendees.”
Live events are being reshaped by a decisive shift away from traditional AV production towards immersive, personalised and content-led experiences, according to the AV Trends Review 2026, published by Olympia Events in partnership with Aztec Event Services.
Drawing on insights from Olympia’s technology director Richard Harris and Aztec deputy managing director Lisa Tyson, the report argues that the sector is entering a new phase where technology is no longer the headline act but the enabler of deeper audience engagement.
Experience over everything
At the heart of the report is a clear message: events must now justify why people should attend in person.
Organisers are under increasing pressure to deliver experiences that cannot be replicated online, with immersive production, curated networking and shareable “moments” becoming essential components of event design.
This marks a significant post-pandemic shift, with in-person events positioned as spaces for authenticity and community in an era of digital fatigue and growing mistrust of online content.
AV becomes invisible
The report highlights a fundamental change in how AV is perceived: from equipment to experience.
Clients are no longer focused on what technology is being used, but on how it contributes to storytelling and audience journeys. LED remains dominant, but is now deployed more creatively through curved screens, transparent displays and layered scenic environments.
Meanwhile, “plug and play” infrastructure and broadcast-quality production are becoming baseline expectations, supporting seamless hybrid experiences that connect in-room and remote audiences.
Personalisation becomes the ‘gold standard’
Another major theme is the rapid rise of personalised attendee journeys.
From multilingual captions and AI-driven accessibility tools to bring-your-own-device experiences and anonymous audience interaction, organisers are increasingly tailoring events to individual needs.
Accessibility, the report notes, is no longer an optional extra but a core expectation, with technology playing a key role in reducing friction and widening participation.
Events evolve into year-round content engines
The report also identifies a major shift in how organisers measure return on investment, with content capture now central to event strategy.
Events are increasingly viewed as ongoing campaigns rather than one-off moments, driving demand for podcast studios, streaming capabilities and broadcast-style production setups.
This “content-first” approach is influencing everything from stage design to exhibition features, with organisers prioritising visually striking, social-media-friendly installations that extend reach beyond the venue.
Sustainability pressure persists – despite fatigue
While sustainability remains high on the agenda, the industry is experiencing what the report describes as “sustainability fatigue.”
Despite this, expectations remain strong. Organisers are increasingly adopting reusable staging, modular graphics and longer-life assets to reduce waste and improve cost efficiency.
The challenge, the report suggests, lies in balancing environmental goals with tighter budgets and shorter production timelines.
Industry challenges mount
Alongside these trends, the report flags two key challenges shaping the sector in 2026:
- AI hype outpacing practical application, with many organisations struggling to identify meaningful use cases despite widespread adoption.
- Compressed build times, as venues and organisers push for faster turnaround, increasing pressure on production teams and potentially limiting creativity.
What’s next?
Looking ahead, Olympia and Aztec forecast continued momentum behind personalisation, content integration and “festivalisation”—with events increasingly designed as immersive, experience-rich environments.
AI is expected to settle into more practical roles, particularly in accessibility and automation, while operational pressures such as rising costs and shorter timelines are likely to persist.
A redefined role for technology
Ultimately, the report concludes that the AV and production landscape is becoming more audience-focused, experience-led and content-driven than ever before.
For organisers and venues alike, success will increasingly depend not on the technology itself, but on how effectively it is used to create connection, community and lasting impact.
Tyson said: “We have to give people a reason to leave their homes. The events that are succeeding today are creating experiences people simply can’t get anywhere else. Technology plays an important role in that, but only when it’s used to support a much bigger story about connection, engagement and community.”
Harris said: “Technology should enable great events rather than become the focus of them. The most successful organisers are thinking beyond equipment and looking at how technology can create more seamless, personalised and engaging experiences for attendees.”