What I learnt: Reflections from the SISO CEO Summit in Austin, Texas

By Anna Golden, chief executive officer, Association of Event Organisers (AEO)

Attending the SISO CEO Summit in Austin was a welcome opportunity to reflect on where we’re heading as an industry - and more importantly, how we lead it forward.

The theme, “The next generation of events,” explored evolving formats, adopting tech amongst other trending topics. What stood out most was the emphasis on influence, curiosity, and connection.

Here are a few standout lessons:

1. Influence with insight

“The effect you have on others is the most valuable currency there is.” (Jim Carrey)

True influence is about how you make people feel. In high-stakes moments, it’s not about being right but rather, communicating with clarity, staying grounded, and reading the unspoken cues in the room.

2. Shift your thinking

We were encouraged to “shift the shade.” Instead of catastrophising, adjust your lens and look for balance.

Equally important - mind your inner monologue. Reframing your self-talk can shift how you lead and respond under pressure.

3. Start with curiosity

Influence starts with curiosity, not certainty. Innovation thrives when we ask how and what instead of why. These gateway questions lead to better collaboration and outcomes.

4. Understand the generational shift

Gen Z brings high expectations - immersive formats, authenticity, social responsibility. Rather than seeing this as a challenge, we should view it as a chance to evolve.

Networking needs to move from passive to purposeful - experiences that help people feel genuinely seen and included.

5. AI is an enabler

AI can remove friction and streamline the user journey, from navigation to networking. It’s not here to replace us - it supports System 1 thinking (fast, automatic), freeing us to focus on System 2 thinking (deliberate, strategic).

A short course can demystify it. AI can’t replace human instinct, but it can increase the odds of serendipity.

6. Festivalisation is here to stay

Trade shows can feel flat. Festival-style formats bring colour, energy and connection.

Consider:

• Fringe events and evening activations
• Personalised concierge elements
• Keynotes you’d never normally access

It’s less about scale and more about depth and memorability.

7. Belonging drives performance

A strong sense of belonging boosts performance, retention and recommendation. Externally, customers spend more when a brand aligns with their values.

Events are a platform for belonging. Through thoughtful content and community, we help people feel part of something bigger.

 

Final thoughts

The future of events is about being more thoughtful, more curious, and more human.

That’s what I’m taking back with me from Austin.