The landscape of corporate event planning continues to evolve, and in 2025, industry professionals face a new set of challenges and emerging opportunities. At International Confex 2025, we hosted the Let's Do London stage and held an insightful panel on the challenges and opportunities event planners are facing this year. Featuring Amy Underdown, Emily Pike and Helen Barnes, the discussion focused on budget constraints, data-driven decision-making, AI integration and the evolving role of event professionals.
Overcoming Budget and ROI Challenges
Budget scrutiny remains one of the biggest concerns for event planners in 2025. As costs rise and teams feel the pinch of budget cuts, demonstrating ROI quickly and effectively has never been more important. The panellists emphasised the need for real-time data tracking, close collaboration with sales teams and a long-term strategic approach to event planning.
Helen Barnes highlighted the danger of getting stuck in the "hamster wheel" of event after event without stepping back to assess their impact. She urged planners to focus on why an event is happening rather than just executing back-to-back experiences. "We identified 5-6 events where we worked really closely with one sales team member to analyse registration lists, CRM data and client interactions… It took 2-3 years to get truly tangible insights, but it was worth it".
Amy Underdown reinforced the importance of having figures ready at all times to justify spending. "If you're asked about budget and ROI, you need to have those numbers to hand". She encouraged event planners to integrate CRM systems like Salesforce to track attendees across multiple touchpoints and map their journey through events.
She also reminded planners to push back on unrealistic timelines and advocate for the proper lead time needed for success. “Set yourself up for success… Use your experience to influence decision-making and secure the necessary resources".
The Power of Data and AI in Event Planning
The role of AI in event planning is expanding rapidly, helping professionals streamline workflows, enhance marketing, source venues and improve attendee experiences.
Amy noted that AI-generated emails have saved significant time, boosting productivity without increasing workloads. "It’s not about replacing people—it’s about getting double the work done in the same amount of time".
However, Emily Pike cautioned that while AI is a powerful tool, maintaining brand voice is crucial. “It’s easy for AI-generated copy to become generic,” she warned. She recommended feeding AI prompts in your brand’s tone and manually reviewing outputs to ensure authenticity.
The panel also discussed tools like Foleon, a marketing platform that tracks client engagement and provides rich analytics for sales teams to leverage event data effectively. AI is also transforming how event professionals manage logistics with platforms like Hire Space 360, which uses AI to simplify venue sourcing, supplier coordination and budgeting, giving event planners data-driven insights to make smarter, faster decisions.
An insightful audience tip was to ask AI to generate 20 questions to achieve a goal before jumping straight into content creation. This technique ensures the AI fully understands the context of the request and consistently helps refine outputs and improve results significantly.
Is agentic AI the future of event planning?
Read our latest AI column on M&IT where our co-founder Ed Poland, takes a look at the rise of agentic AI and the huge potential for event planners.
Read here
Encouraging Leadership Buy-In and Strategic Planning
A constant challenge faced by event profs is securing senior leadership buy-in for longer lead times in event planning. Panellists advised advocacy and relationship-building to establish credibility and influence stakeholders. Amy recommended embedding lead-time considerations into strategic plans, "You can’t control everything, but you can control how you present it…The more we embed it, the more they will learn to respect it”.
Helen reinforced the need for education and open conversations, reinforcing that event professionals are integral to an event’s success. “Make sure your voice is heard—you’re not a pain, you’re making the event better.”
Final Takeaways: The Path Forward for Event Planners
As the session wrapped up, the panellists shared their final thoughts:
- Data-driven insights are more critical than ever, attendees now expect tailored experiences at all events.
- It’s time to claim a seat at the decision-making table — event planners bring indispensable value to organisations.
- Don’t underestimate your expertise and experience — use your voice to advocate for strategic planning and resources.
Despite the challenges, corporate event planners have a wealth of tools and strategies at their disposal. By leveraging AI, embracing change and advocating for better planning practices, professionals can continue delivering impactful, innovative events.
We had an incredible time at International Confex 2025, connecting with industry peers and gaining valuable insights. A huge thank you to our expert panellists for sharing their knowledge and experiences!
Stay ahead of the curve! Discover the latest corporate event trends and predictions shaping the industry in 2025 in our latest blog. From cutting-edge tech to sustainability, find out what’s driving the future of events.
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Navigating the complexities of event planning in 2025 requires the right tools, insights and strategic support. Hire Space 360 is designed to help event professionals streamline workflows, maximise ROI and secure the best venues and suppliers, all in one place.
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Authors
Gemma Baker
Gemma loves all things social media and keeps busy by creating lots of Hire Space content. When she’s not creating content, you'll find her shopping, exploring or at the gym!
Emily Pike
An events specialist and leader with 15+ years of experience, delivering impactful events across industries. Skilled in team management, business growth and executing strategic event initiatives.
Helen Barnes
A senior marketing and events professional with 15+ years’ experience in corporate, employee, sports and charity events, known for dedication, organisation and seamless project management.
Amy Underdown
Amy is a corporate events professional, consultant and author with expertise in high-profile virtual and in-person events. She has successfully led major conferences for top global organisations.
Edward Poland
Co-founder of Hire Space. Making event planning a joy with the UK’s leading live venue marketplace.
