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5 technology trends that will change events
(and the world)
Last week, Mobile World Congress (MWC) in Barcelona once again showcased the latest innovations in technology shaping the future of mobile, AI, and immersive experiences. With AI dominating discussions, XR enjoying a resurgence, and brands redefining the event experience, here are my five takeaways from the world’s biggest mobile tech showcase.
- AI is everywhere – but execution varies
Interconnectivity and AI were at the heart of MWC 2025, demonstrating both groundbreaking innovations and missteps. Tech companies showcased AI’s potential to personalise content, enhance customer experiences, and drive operational efficiencies. IBM’s strong examples of humanised AI showed how it can be intuitive and beneficial in everyday communication. However, some implementations were much less compelling and felt more like science fiction props than practical solutions.
What does this mean? It’s essential that the focus for brands is on AI applications that enhance human experiences naturally rather than forcing artificial interactions that feel awkward or inauthentic. - XR is far from dead
While it feels like some had written off XR (extended reality) as a passing trend, MWC 2025 proved otherwise. The convergence of AI and immersive technologies is driving new applications for experiential tech, making XR more practical and engaging. Advances in mixed reality headsets and waveguide technology are creating devices that are lighter, more powerful, and closer to everyday eyewear. Google’s new competitor to Apple Vision Pro, codenamed “Project Moohan”, is a prime example of how AI is integrating meaningfully with the UX experience (despite being in the early stages of development and not yet available to view on the show floor). The same is true of Meta’s Orion, but many other brands were showing devices that demoed how XR and AI in glasses form can enhance contextual awareness and integrate digital elements into real-world environments.
What does this mean? Brands should explore ways to incorporate XR into their customer journey to enhance engagement, whether through virtual try-ons, interactive training, or immersive brand storytelling. In the future, this will be the best way to provide contextual AI to activations. - Immersive displays and experiences
Visual storytelling took centre stage at MWC, with exhibitors experimenting with transparent LED screens, force perspective displays, and even spherical LED installations. Samsung and other brands demonstrated how innovative screen technologies could transform brand engagement, making booths more interactive and visually striking. These advancements highlight how brands are leveraging technology to create immersive, multi-dimensional experiences for their audiences.
What does this mean? Brands should consider investing in creative display solutions at events that captivate and surprise audiences, making brand interactions immediately more engaging and memorable. - The booth as an event
MWC 2025 saw a shift in how brands approached their exhibition spaces. Rather than static booths, many of the exhibitors created immersive event experiences with mini-stages, interactive demonstrations, and even entertainment elements. Ericsson, for example, featured an enclosed 70-person auditorium within its stand, offering curated presentations and discussions. This trend reflects a move towards transforming brand spaces at events into interactive experiences that engage visitors in unexpected ways.
What does this mean? When designing an event space, brands should think about it as an experience rather than just an exhibition – incorporating interactive elements, live presentations, and audience engagement activities. - AI for data & insights
Beyond customer-facing applications, AI is revolutionising how brands gather and analyse event data. Heat mapping, attendee movement tracking, and engagement analysis are becoming essential tools for optimising event experiences. Organisations that leverage AI for deeper audience insights can gain a competitive edge in refining their event strategies and improving ROI.
What does this mean? AI-powered analytics should and will become the default for event organisers to measure the impact of events on audience engagement and ROI.
In summary …
MWC 2025 reinforced the importance of innovation not just in technology but also in how brands communicate with and engage their audiences. As AI, Display and immersive technologies continue to evolve, companies must find ways to integrate these developments in a way that feels impactful, intuitive and meaningful for their audiences. What’s clear, though, is that the real transformational impact of AI is yet to come… and I’m excited!
Read more about Technology and the Future of Engagement here
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