UK leaders say AI drives greater need for in-person meetings

Artificial intelligence may be transforming how organisations work, but new UK research suggests it is not replacing human interaction. Instead, it appears to be prompting more demand for live conversations and in-person meetings.

Fresh findings from the UK Productivity Gap Index, commissioned by The Meetings Show, indicate that a majority of business leaders believe AI is heightening the need for human discussion and alignment rather than reducing it. Almost two-thirds (62%) of respondents said AI was increasing the requirement for people to meet and talk, challenging the popular assumption that automation would curb the need for face-to-face time.

Background and industry context

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Over the past several years, organisations have invested heavily in AI tools to streamline workflows, automate routine tasks and accelerate decision-making. In parallel, the events and meetings sector has undergone rapid digitisation, with virtual and hybrid formats reshaping how teams connect and collaborate.

Many observers expected these trends to diminish the need for physical meetings, with AI-powered platforms handling more of the coordination, data analysis and communication traditionally done in person. Yet the new research points to a more complex picture, in which AI’s widespread use is amplifying the importance of human judgement, relationship-building and collaborative problem-solving.

The UK Productivity Gap Index, while focused on broader business performance, provides a timely snapshot of how senior leaders view the interaction between technology and human collaboration. The involvement of The Meetings Show, a major event for the meetings and events sector, underscores how closely the industry is tracking the implications of AI for conferences, exhibitions and corporate gatherings.

Key findings and developments

The standout headline from the research is the 62% of business leaders who report that AI is increasing the need for human discussion and alignment. Rather than seeing AI as a substitute for meetings, respondents framed it as a catalyst for more – and sometimes more focused – human engagement.

Several themes emerge from the data and surrounding commentary:

Alignment around AI-driven decisions: As AI systems surface recommendations or automate workflows, leaders recognise the need for people to meet to validate outputs, assess risks and agree on implementation.
Complexity and cross-functional collaboration: The integration of AI tools often cuts across departments, requiring broader stakeholder input. This is driving demand for workshops, strategy sessions and cross-team meetings.
Trust and culture: As organisations adopt AI at scale, leaders are conscious of the need to maintain trust, manage change and address workforce concerns – tasks that typically benefit from live, two-way interaction.

While the research centres on UK business leaders, the findings resonate with wider global discussions about the role of face-to-face interaction in a digitally enabled workplace. For event organisers and venue operators, the data reinforces the continued relevance of physical and hybrid formats as organisations seek spaces to discuss, align and plan around emerging technologies.

Industry impact for meetings and events

The indication that AI adoption is driving more, not fewer, human interactions has clear implications for the meetings and events ecosystem. As companies deploy AI to enhance productivity, they still appear to rely on meetings, conferences and workshops to interpret, contextualise and govern these technologies.

For venues, destination marketing organisations and event planners, this suggests ongoing demand for:

Strategy and alignment meetings: Senior leadership offsites, internal conferences and executive retreats focused on digital transformation and AI governance.
Training and enablement events: In-person and hybrid programmes to upskill staff on AI tools, data literacy and new workflows.
Sector-specific convenings: Industry conferences where organisations share experiences, benchmarks and case studies on AI deployment.

Technology providers that support event formats, from registration and data platforms to hybrid streaming tools, may also see increased interest as organisations look to blend in-person experiences with digital capabilities. As AI tools proliferate, event technology stacks will need to support more personalised, data-aware meeting experiences while preserving the human-centred aspects that leaders say they value.

Why this matters for event professionals and tech providers

For event professionals, the research confirms that face-to-face interaction remains a core component of how organisations navigate technological change. Rather than assuming AI will reduce event volumes, planners can position their offerings as critical spaces for interpretation, consensus-building and relationship management.

Practically, this could translate into:

Designing AI-focused programmes: Agendas that help organisations explore AI use cases, ethics, productivity gains and workforce impact, with formats that encourage open discussion.
Optimising hybrid models: Combining in-person participation with remote contribution for global teams, using event tech tools that support interactive sessions and real-time feedback.
Leveraging data responsibly: Using event analytics to understand how delegates engage with AI-related content while prioritising privacy and transparency.

For technology vendors serving the event sector, the findings highlight a dual opportunity. On one hand, AI can be embedded into platforms to automate logistics, personalise attendee journeys and improve ROI measurement. On the other, there is a need to build tools that enhance, rather than replace, the human interactions that business leaders increasingly view as essential.

Solutions that help organisers gather better insight from meetings, enable richer collaboration during sessions, or support more inclusive participation across regions are likely to be in demand as companies seek to derive maximum value from the time they spend together in person.

Conclusion

The UK Productivity Gap Index findings, commissioned by The Meetings Show, challenge the assumption that AI inevitably diminishes the role of face-to-face interaction. With 62% of business leaders saying AI is increasing the need for human discussion and alignment, the research points to a future in which technology and in-person meetings are intertwined, not in competition.

For the business events sector, the message is clear: as organisations adopt AI to boost efficiency, they still depend on live, human-centred forums to interpret complex information, make collective decisions and maintain organisational cohesion. Event organisers and technology providers that recognise and support this dynamic are likely to find a sustained – and potentially growing – role in an AI-enabled world.