In a recent BizBash guest column, Daniel Shaffer, Wilson Dow’s Director of Strategy and Innovation, explores a growing shift in event technology and experiential marketing: the most effective event tech may actually be the technology audiences barely notice.
As AI in events, immersive technology, and digital event tools continue to expand, many brands assume innovation means adding more technology to live experiences. But attendee insights suggest a different approach. Research shows that nearly 80% of event attendees say they want technology to fade into the background rather than dominate the event experience.
In the article, Daniel examines the concept of “invisible tech” in live events, technology designed to enhance the attendee journey while remaining seamless and unobtrusive. Invisible tech focuses on frictionless event registration, intuitive navigation, personalized recommendations, and immersive storytelling that supports meaningful engagement.
At a time when audiences are experiencing AI fatigue and digital overload, live events have an opportunity to stand apart by prioritizing human connection, shared experiences, and thoughtful event experience design. For event professionals, experiential marketers, and brand teams, the takeaway is clear: the most impactful event technology supports the experience without always becoming the centerpiece.
