The Power of Live in the Age of AI
At the Event Sector Congress, Bert Knuts, CEO of Group Event Masters, delivered a powerful keynote that clearly resonated with the audience. He began from a personal conviction: while digital technology, automation and AI are transforming our sector at high speed, one element remains irreplaceable real human interaction.
Bert illustrated how live encounters create a fundamentally different impact than digital communication. Research shows that during physical meetings:
- more oxytocin is released — essential for trust and social bonding
- multiple senses are activated simultaneously — creating stronger memories
- mirror neurons enhance empathy and emotional understanding
These insights were confirmed by a recent study conducted by Group Event Masters together with Buffl, surveying 300 Flemish professionals. The results are clear
- 9 out of 10 find corporate events valuable to very valuable
- 8 out of 10 would genuinely miss live events
- customer events demonstrably strengthen trust, loyalty and even lead to new deals
In a time of digital overload, live is not just relevant — it’s essential.
From Event to Experience
Yet, the sector must continue to evolve. Participants expect more than a traditional conference or classic corporate event. They want learning, authentic emotions, impactful connections and a clear link to organisational strategy.
Bert stressed that today’s events must be story-driven experiences — formats where content, emotion and creativity merge. This is exactly where Runmate, the congress brand of Group Event Masters, excels: transforming conferences into communities that live on long after the event.
The Strategic Role of Internal Events and Teambuilding
A striking part of Bert’s message focused on internal communication. In a world defined by hybrid work and digital fragmentation, live moments are crucial for strengthening culture, motivation and cohesion.
With Team Masters, he demonstrated how strategic teambuildings go far beyond fun: they build trust, reduce stress, boost motivation and can even drive up to 20% higher productivity.
AI Empowers, but Never Replaces Human Connection
Although AI offers immense opportunities for analysis, planning and personalisation, technology can never replace the core of live interaction.
AI can optimise processes, but it cannot create human warmth, authenticity or emotional resonance.
As Bert put it: “No algorithm can replace a handshake. No chatbot can create goosebumps.”
Conclusion: We Need More Live
In an era dominated by screens and data, Bert ended with a powerful call to action: We need more live moments, not fewer. Because live is not just a communication channel, but a human necessity. Because brands are built through stories you feel, not just hear.
And because, as Bert concluded: “You can’t fake when you’re live.”