This Friday, the ASP team will be heading to the AEO Forums 2026 at the Business Design Centre.

Each year, the AEO Forums delivers timely, practical content designed to support the growth and development of event professionals across marketing, sales and operations. With three dedicated content streams and a strong focus on peer-to-peer learning, the Forums offer a valuable opportunity to step back from day-to-day delivery and reflect on what’s really shaping the future of events.

Beyond the algorithm

The 2026 theme, “Beyond the algorithm”, feels especially relevant.

As technology continues to redefine how events are marketed, sold and delivered, the Forums will explore where automation ends and imagination begins - and how creativity, judgement and human connection still underpin successful events.

From AI-powered insights and tech-enabled sales journeys to authentic storytelling and seamless event delivery, this year’s agenda promises thoughtful sessions that challenge teams to work smarter without losing sight of the people at the heart of it all.

People, not platforms

The AEO Forums are as much about discussion as they are about content, and this year we're excited to be part of both.

Members of our team will be on-site throughout the day to talk through shared challenges, emerging priorities and what the future looks like for event delivery.

Our very own, Zoe Teagle, will also be hosting a round table centred on how to cut through the noise by being human: what makes a ‘good’ event marketer and what makes a ‘good’ story? Rather than focusing on tools or tactics, the discussion is designed to explore:

• What it really means to be a good event marketer in 2026

• How personal brand, storytelling and emotional intelligence show up in day-to-day work

• How marketers balance authenticity and human voice with AI-powered tools

• What actually helps content and campaigns cut through an increasingly noisy landscape

Zoe’s session will invite honest discussion around how professionals define their role, communicate their value and build confidence in an environment shaped by new technology, changing expectations and constant pace.

It’s a chance to step away from tools and tactics and focus on the people behind the roles - how they show up, grow and influence within their organisations and the wider industry.

The conversations shaping events in 2026

Alongside the wider discussions at the Forums, many of the conversations we’re having with organisers right now centre on familiar - and increasingly urgent - questions:

• How event websites are being discovered today

• What search visibility really looks like in a world of AI, social and zero-click results

• How organisers can build digital foundations that support long-term performance, not just event launches

Event websites have evolved far beyond static marketing pages. Today, they act as long-term digital assets, underpinning visibility, conversion and sustainable audience growth across the entire event lifecycle. 

At the Forums, we’ll be sharing what we’re seeing across search and performance - and just as importantly, listening to what organisers are experiencing on the ground.

Beyond the Forums

The AEO Forums lead straight into the AEO People’s Awards - a brilliant reminder that while technology may enable progress, it’s people who make events happen.

We're excited to be a partner at the People's Awards - look out for ASPer Tamara O’Brien who'll be presenting Marketing Executive of the Year, recognising the talent and impact of marketers across the industry. Good luck to all the Finalists. 

And whether you're attending the Forums or the People's Awards, we’d love to say hello!