Trade shows, conferences, and other events remain critical to your B2B marketing strategy in 2026. As in-person engagement continues to rebound, marketers are under increasing pressure to deliver memorable, relevant, and personal experiences.
AI advancements now make it possible to capitalize on this momentum by using data-driven insights to deliver more personalized experiences. But the past year has also revealed critical lessons about AI's limitations and risks.
Most notably, AI is causing a growing trust gap between customers and brands. As AI-generated content becomes more prevalent, consumers are increasingly adept at parsing out what feels human and what does not. Careless use of AI puts your organization at risk for customer backlash and decreased customer loyalty.
Organizations in all industries have learned that AI is not the silver bullet it was promised to be. Data still remains paramount to the output and success of AI, and leaders must ensure operations are streamlined to enable the benefits of AI tools.
The following trends should serve as baseline lessons for what to focus on in 2026 to deliver exceptional experiences that build customer trust.
Authentic Over Artificial Connection
As of 2024, Gen Z spent over six hours daily on their phones. Digital fatigue is on the rise, and traditional stage-based content is becoming less appealing. Personalization for younger audiences now hinges on creating intimate experiences such as small group activities, networking with like-minded peers, and objective-focused discussions based on their individual needs.
AI doesn't replace authentic connection; it gives you a shortcut to it. Conferences and trade shows can present a plethora of opportunities to connect, but that abundance can feel daunting to individual attendees. AI can simplify choices and drive authentic connection by personalizing an attendee's experience to the individual—not just a persona.
By recommending speaking sessions, nearby activities, engagement opportunities, or even post-event summaries, AI can act as a personal assistant throughout an attendee's journey. When people feel understood before, during, and after an event, they're more likely to trust the brand behind the experience.
In 2026, maintaining loyalty—especially among digital natives—will require a balance of automation and human touch. Transparency around how AI is used is essential to avoid skepticism or backlash and to reinforce trust.
Breaking Down Data Silos
While companies jumped to implement AI tools over the past few years, they are now facing the challenges of siloed data and functionality.
According to a Forrester survey, 38 percent of decision-makers see data silos as one of the biggest challenges of delivering a strong customer experience.
At the heart of this challenge isn't AI capability—it's data accessibility. AI is exponentially more powerful when it uses first-party data provided directly from a customer versus third-party data collected by external sources. Organizations without access to first-party data are at a severe disadvantage to deliver a unique and individualized experience.
Events are a rich source of first-party data. Events capture true intent based on attendee actions and behaviors, from attending a demo to meeting up with a peer to participating in a meeting. These high-value activities showcase intent, interest, and action relevant to the attendee's needs, timing, and ability to purchase.
Over the next year, organizations will face a strategic decision: invest in streamlining data to back personalization efforts or use broad, third-party models for faster results. The key to breaking down data silos will be to implement cross-platform orchestration, rather than one-off AI tools that cause disjointed operations and hinder the ability to provide accurate personalization.
Eliminating data silos provides a true understanding of individual prospects. That understanding paves the way to authentic connection driven by AI. And that authentic connection builds brand trust needed to engage more deeply across channels.
Closing the Growing Trust Gap
Credibility is becoming increasingly significant in this digital age. From imagery to advertising and marketing content, authenticity is critical. In fact, over half of consumers are less likely to engage with content marked as AI-generated.
Companies that rely heavily on AI-generated content with little to no human insight or transparency into the tools used will face trust and brand reputation challenges.
Openly communicate how AI supports event experiences, highlight where human judgment plays a role, and share measurable outcomes from AI-driven strategies.
Takeaways for 2026
AI is transforming trust, visibility, and performance in B2B marketing. The trends from the past year signal a new wave of strategic uses of AI.
AI can lessen logistical and administrative tasks, freeing teams to focus on designing meaningful experiences and driving stronger outcomes. This shift also opens the door to rethinking budget allocation that allows for greater investment in event strategies that foster real connection.
The real differentiators in 2026 will be teams who treat AI not just as a tool, but as a strategic capability. Marketers who embrace this shift will find their competitive edge by gaining faster insights that aid in delivering smarter experiences.
More Resources on Marketing Strategy
From Cost Center to Growth Engine: A Modern Blueprint for Annual Marketing Planning
Automation vs. Authenticity: The Real Risk of AI in B2B Marketing
Against the Clock: Understanding The Real Pace of Enterprise AI
Marketing to Machines: The New Funnel for an AI-Driven Buyer
