Events don’t need tech for tech’s sake – they need strategy

By Ben Krebs, head of production at UK-based Event Concept

Immersive technology has become one of the biggest buzzwords in events. Terms like AI, VR, and AR are constantly thrown around in pitches, the assumption being that by adding the latest shiny tech, an event will instantly become cutting-edge, engaging, and unforgettable.

But the truth is, immersive tech, when used for tech’s sake, is often more of a distraction than a meaningful enhancement.

The problem we’re seeing is brands jumping on the tech bandwagon without a clear understanding of how it serves their objectives. “Consider AI in your pitch,” is a phrase we’re now all too familiar with as a creative events agency, but what does that really mean? How will AI, or any immersive technology, help your audience connect with your brand?

To be clear, I’m not a tech naysayer – far from it, in fact. There is absolutely a place for immersive tech in events, and we’ve intentionally fostered close relationships with manufacturers so we have access to the best tools out there. The right tech, used at the right time, can be a gamechanger.

But when tech is tacked onto an event with no strategic thought behind it, the result is a disjointed experience that distracts from the brand’s message and leaves attendees confused and underwhelmed.

What does ‘immersive’ really mean?

Part of the problem is a growing confusion around what we mean by the word ‘immersive’. To some, the word is synonymous with VR headsets that transport users into entirely different worlds. For others, it’s about creating a more engaging environment. And this ambiguity is a challenge: if we can’t clearly define what immersive tech is, how can we use it effectively?

Let’s clear things up:

• Immersive: Any curated experience that surrounds you in a different environment. Doing this can drive engagement rather than guests being passive attendees.
• Virtual reality (VR): A fully immersive digital experience, often requiring a headset, that takes users out of their physical environment and into a simulated one.
• Augmented reality (AR): A blending of real-world surroundings with additional digital elements, overlaying information or graphics onto what you see.
• Mixed reality (MR): A step beyond AR, where physical and virtual objects can interact seamlessly.
• Extended reality (XR): An umbrella term that includes all the above technologies. It covers any use of tech to blur the boundary between physical and digital worlds.
• Artificial intelligence (AI): AI isn’t technically an immersive technology. However, AI can enhance immersive technologies, by, for example, powering more realistic virtual environments or personalising interactions.

Each of these technologies can create or enhance powerful experiences. But the key point is this: immersive doesn’t necessarily mean ‘high tech’. It means creating a holistic experience that engages multiple senses and brings a brand’s story to life. And that can be achieved with or without technology.

Tech should serve strategy, not the other way around

We need to shift the conversation back to strategy. A technology-first approach is a recipe for failure. Instead, we need to peel back the layers and ask the right questions: How can this technology enhance our event’s objectives? Will it create a stronger connection between the brand and its audience? Does it serve a clear purpose?

For example, when we craft events for clients, everything we do is filtered through the lens of our four experience design principles, all of which are grounded in behavioural science. Our goal is to ensure attendee and business value through experiences which are memorable (to drive lasting retention of key information) and behaviour changing (to drive tangible actions). This approach helps us shape details and expressions of the experience from end to end in relation to the ambition of the event. This is our starting point, with tech there to enhance and support.

That sometimes means having to challenge a brief. As a strategic partner, we need to actively interrogate what we’re asked to deliver and guide clients towards solutions that will make the most impact.

The best tech integrations are the ones you hardly notice. When tech is used well, it blends into the background, enhancing the experience without overwhelming it. Take UK venues like Frameless and Outernet, which use 360-degree screens to immerse attendees in art installations. These spaces keep people’s attention not because of the tech itself, but because the tech is used in service of the content and experience.

Similarly, we once designed a fibre optic tunnel as an entrance/exit for an event, dropping guests directly into a new world as soon as they stepped in. It was a seamless integration of tech and experience, creating a moment of awe that enhanced the event without detracting from it.

But tech isn’t the only way to create an immersive experience. In fact, some of the most powerful experiences come from using traditional production techniques. Lighting design, audio design, and even olfactory and taste elements can transport guests into a different world just as effectively.

Strategy first, tech second

As far back as 2019, an Eventbrite report revealed 87% of event organisers it surveyed were planning to use immersive technology in their events. I’d question how many of those deployments actually aligned with the event’s strategy.

Immersive technology has enormous potential, but only when it’s applied with strategic intent. Shoehorning VR into an event because it’s trendy won’t lead to success. Instead, event organisers and brands need to think critically about how and why they use these tools.

The best event experiences are those that put strategy first. In the end, it’s not about the technology – it’s about how you use it to tell a brand’s story.