Using AI to boost event profitability – top speakers and genuine professional development at the neo summit 26

Artificial intelligence is transforming the events industry. And it has long since become part of everyday working life. The key question is no longer which tools are available, but how companies, agencies and events teams can meaningfully integrate AI into their processes, strategies and working methods.

The neo summit 26 addresses precisely these challenges and brings together decision-makers, creatives and practitioners who will demonstrate how technological possibilities are being turned into concrete applications.

The first confirmed speakers already give an indication of the breadth of the programme’s content: from AI-supported concept development through data strategies and organisational development to new forms of collaboration.

AI as a tool for better event concepts

In the workshop‘Why AI so often falls flat in event design – and how a proven framework changes that’,Chris Cuhlsexplainswhy generic AI outputs frequently fail not because of the tool itself, but due to a lack of strategic foundations.

Using the Event Canvas methodology, he demonstrates how impact objectives can be refined, prompts made more precise, and AI outputs transformed into robust conceptual foundations for agencies and in-house event teams.

Why data is becoming the foundation of AI marketing

Dr Martina Neunecker, Director of Communications & Strategy at the GCB German Convention Bureau e.V., explains in her presentation‘No data, no visibility: AI marketing for business events’ why structured data will be crucial for the visibility of offerings in future.

Using the Open Data MICE and GCB Smartbot projects as examples, she demonstrates how data can give rise to a digital ecosystem that enables better discoverability, faster responses and new touchpoints.

From experiments to the sustainable use of AI

Nicole Deisenhofer from Proske demonstrates that successful AI integration is not merely a question of technology.

Her session,‘Your code can be copied. Your community cannot. How AI moves from experiment to infrastructure – and why communities determine whether tools deliver real value’, exploreshow organisations can embed AI in the long term.

In doing so, she highlights event teams as communities and collaborative learning as a crucial factor for successful AI adoption.

AI as a thinking partner and sparring partner

In his session‘AI beyond chat: from Excel to coach’,Anton Brass demonstrateshow AI can be used far beyond traditional chat applications.

Using a practical example from the careers sector, he illustrates the journey from a structured Excel model to a learning system based on company data that can act as a coach and sparring partner.

Using AI Realistically – Effort, Benefits, Reality

In his talk ‘Invest first, reap the rewards later – AI tools for event managers: effort, benefits, reality’, Manuel Jansen offers a practical insight into how AI really works in event management – beyond the hype and glossy presentations.

Using tools he has developed himself – including a CRM system, a voice agent, a travel expense tool and a room booking system – Jansen explains the initial effort involved, when the investment pays off, and what efficiency gains are possible in day-to-day operations.

Further insights to follow

With the announcement of the first speakers, neo summit 26 offers an initial glimpse into the diverse range of topics on the programme. Further speakers, sessions and formats will be announced in the coming weeks.

The neo summit 26 will take place on 6 and 7 October 2026 as part of leat con 26 at Hamburg Messe. The event is aimed at event professionals who not only want to understand AI but also wish to integrate it effectively into their day-to-day work.

Tickets for neo summit 26 are available online.

About leat

leat is the Ebner Media Group’s platform for the entertainment and experience industry. Under the leat umbrella, Live Tech, Stage Tech, Broadcast, Install and Communicate come together – as a horizontal platform for the vertical markets of an industry that is increasingly working across different disciplines. The key annual event is the leat con in Hamburg; the programme is complemented by regional leat-x events and the neo summit. Further information: www.leatcon.com

About the neo summit

The neo summit is the AI and future forum for the events and live communications industry. It focuses on the impact of artificial intelligence on event management, marketing, creativity, leadership and business models. The event brings together event professionals, agencies, corporate planners, MICE managers and technology providers to discuss the future of events and learn about specific use cases. With a Main Stage, workshops, an Expo Area and networking sessions, the neo summit combines strategic discussion with practical knowledge. The neo summit takes place as part of the leat con in Hamburg. Further information: www.leatcon.com/neo-summit/