RainFocus data predicts increase in B2B marketing spend by 2026, emphasizing experiential engagement and AI "world models."
Analyses of data from RainFocus and feedback from executives have revealed key trends in the event industry. These include a notable rise in investment in experiential engagement, a resurgence in registration numbers comparable to pre-pandemic levels, and a growing interest in AI "world models." The overarching theme across these trends is a strong focus on enhancing customer connections. This information was shared from LEHI, Utah, on December 30, 2025.
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