RainFocus INSIGHT 2025 delivered a bold vision for the future of events, marketing, and audience engagement. From the next evolution of AI to the untapped power of event data, the conference was packed with insights that will shape the industry in the coming year.
Here are the top takeaways that stood out:
Move over, generative AI, Agentic AI is here. Unlike its predecessor, which focuses on content generation, this new breed of AI acts as an intelligent personal assistant, learning user behaviors and proactively completing tasks. Imagine an AI that doesn’t just suggest a next step, but takes it for you. This shift will be important to watch as it unfolds in the coming months.
One of the most compelling discussions centered around what was aptly called "The Jackpot,” the invaluable treasure trove of attendee data gathered at events. As digital marketing faces increasing challenges with fleeting engagement, events offer a remarkable alternative with hours or even days of sustained participation and observable behaviors.
The key challenge lies in effectively consolidating and leveraging this data. Currently, event data remains fragmented across multiple platforms, creating silos that limit its potential. By bringing all event data into a unified system and integrating it with customer data and CX platforms, organizations can unlock powerful insights that marketing teams dream of accessing.
B2C events have long mastered engagement, emotional connection, and seamless data capture. B2B, on the other hand, involves longer sales cycles and complex decision-making, often requiring input from 6–10 stakeholders each evaluating multiple pieces of information, according to Gartner research presented at the conference.
The opportunity? Marrying B2C-style excitement with B2B’s strategic relationship-building. Expect to see more personalized experiences and dynamic, content-driven networking at B2B events moving forward.
The Generational Shift Reshaping the Workplace
One of the most significant discussions focused on the dramatic demographic changes occurring in the workforce. With 10,000 Baby Boomers retiring daily and Gen Z increasingly entering professional roles, a fundamental shift in workplace values and expectations is underway.
Gen Z prioritizes flexibility, technological adaptability, career development, and environmental/social responsibility over traditional values like job stability and material wealth.
Interestingly, despite being the most connected generation digitally, Gen Z is described as the "loneliest generation," craving authentic in-person connections. This creates a unique opportunity for events to bridge the gap between online and offline worlds.
For the first time in years, AI took a backseat in industry buzz. Instead, “data” and “experience” dominated conversations. This signals a shift from theoretical AI hype to real-world applications, where AI enhances experiences, rather than just existing as a flashy buzzword.
The winners will be those who effectively leverage data to create seamless, personalized attendee journeys.
One of the most tactical takeaways came from a mastermind session on increasing session attendance at user conferences by 10%. Here’s the game plan:
RainFocus INSIGHT 2025 reinforced a critical shift: the industry is moving beyond the novelty of new tech and into strategic, data-driven implementation. The most successful events will be those that bridge digital and in-person experiences, leverage event data for deeper audience insights, and create truly authentic and engaging, value-driven interactions. It’s not just about hosting events, it’s about making them unforgettable.