Can we trust AI to be our experiential marketing partner?
WHAT 3 MAJOR TECH CONFERENCES TAUGHT US ABOUT THE FUTURE OF AI AND EXPERIENCES
This spring marked a particularly exciting stretch in what’s shaping up to be a packed event season for our team at Proof Experiences. With many clients activating across major tech conferences throughout North America, I had the opportunity to join several colleagues and clients on the ground at 3 standout U.S. events. What made this stretch especially exciting for our team at Proof was how our role shifted at each event:
- Dell Tech World, we immersed ourselves in our client’s brand, it gave us a front-row seat to how AI is transforming enterprise infrastructure—and even filmmaking. (Yes, Ron Howard and Tom Hanks were there.)
- RenderATL, we activated a sponsorship with Intuit, letting us bring Intuit’s culture and innovation to life in a way that was fun, interactive, and deeply human.
- Obsidi BNXT, we produced the whole conference alongside Obsidi, reminding us that leadership and innovation go hand in hand—and that inclusion is essential to both.
That range speaks to the versatility of live events—and the power of showing up in person when the future is unfolding in real time.
A COMMON THREAD: THE RISE OF AGENTIC AI
What stood out across all three events was a shift in how AI is being positioned: not just as a tool, but as a partner. This emerging category—Agentic AI—can proactively reason, plan, and collaborate with humans in real time. Whether in operations, marketing, customer service, finance, or infrastructure, Agentic AI helps people do more of what they do best—think critically, build relationships, and solve complex problems.
Each event had a distinct focus—enterprise infrastructure, applied AI, and inclusive leadership—but what connected them was a shared message:
AI isn’t about replacing people. It’s about empowering them.
DELL TECHNOLOGIES WORLD 2025 – HANDS-ON INNOVATION IN LAS VEGAS
We joined our client Dell onsite for their flagship conference, Dell Tech World 2025, the challenge of showcasing AI-driven enterprise infrastructure was met with an impressive, highly interactive program designed to engage IT tech professionals and business leaders at every level. The event featured impactful keynotes, breakout sessions, tech training labs, expert certifications, and a vibrant expo where hands-on demos gave decision-makers a clearer view of what’s next in technology.
A standout keynote for me, because I love the movies, featured Ron Howard and Tom Hanks in conversation with Gerri Tunnell, CMO, Dell Technologies, who discussed how AI is transforming filmmaking. AI-enhanced programs allow storytellers to realize creative visions in film previously impossible, improving efficiency while expanding artistic possibility. Yet they emphasized a current universal truth: AI may enhance creativity, but the spark of human imagination, empathy, and passion remains irreplaceable. And go see movies in the theatre!
RENDER ATL – CONNECTING PEOPLE, BRAND, CULTURE & TECH WITH INTUIT
At Render ATL 2025, we partnered with Intuit to design and deliver a vibrant executive lounge and interactive booth experience—bringing the company’s brand, culture, and innovation to life in a way that only live events can. The space was designed to engage attendees on multiple levels. A striking video wall showcased Intuit team members and key cultural values, while a gravity photo booth and digital Plinko game invited attendees to interact, have fun, and walk away with memorable brand touchpoints.
Among the tech being highlighted was Intuit Assist—a generative AI feature integrated into QuickBooks, TurboTax, Mailchimp, and Credit Karma. Intuit Assist supports small business owners and individuals by automating tasks, offering personalized insights, and helping simplify financial decisions.
OBSIDI BNXT 2025 – ELEVATING INCLUSIVE LEADERSHIP
In Houston, we worked alongside Obsidi to help deliver BNXT 2025, a leadership forum focused on building a more inclusive tech industry. The event brought together VP, SVP, and C-suite leaders—many of them Black or allied tech professionals—to strengthen leadership pipelines through mentorship and connection.
WHERE INNOVATION MEETS REAL CONNECTION
After a packed stretch producing and supporting major tech events in the vibrant tech hubs of Las Vegas, Atlanta, and Houston, one thing is clear: live experiences remain essential—especially in a world being rapidly reshaped by technology.
The Big Takeaway?
AI is becoming a partner. We’re not being replaced by technology—we’re evolving with it. But it’s still up to us to lead—with creativity, empathy, and connection. And that’s exactly what live events make possible. Events continue to play a powerful role in helping leaders and teams make sense of that change, together.
Managing Director, USA
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