Feel Everything, Measure Everything. How much data is too much data?

Experiential marketing has always sold itself on emotion: the shared moment, the awe, the inspiration. But for years, proving its impact in the boardroom was nearly impossible.

That’s changing fast. AI-powered data tools and real time facial recognition can now track exactly how an audience feels during a live event. For an industry built on emotional value, this seismic shift finally delivers the hard audience data needed to prove its worth.

But how much data is too much data?

This session will explore the extraordinary opportunity and the very real ethical tension sitting at the intersection of AI, event technology and experiential marketing. Drawing on frontline experience as a Senior Programme Director working across data and registration strategy, this talk will challenge the audience to think honestly about where ambition ends and intrusion begins.

What the audience will take away:

- Why ROI has been experiential’s ‘Achilles heel’ and how AI is changing that

- How emotion-led data works in practice and what it genuinely adds

- The GDPR realities every UK agency and brand team needs to understand

- A framework for thinking about consent, transparency and proportionality

- The bigger question: are we at risk of undermining the very trust that makes brand experience powerful?

The events industry is at an inflection point. It is time to be clear-eyed about technology.