By Toby Frown, Consultant and M&E Expert at Festive Road
IMEX 2025 offered a clear snapshot of where Meetings & Events (M&E) technology is headed, and where it’s stalling. Two weeks after the show wrapped up in Las Vegas, the conversations it sparked are still echoing, especially around the evolving role of technology in driving smarter, more connected programs.
Exploring the show floor through the lens of a corporate M&E program owner, I left with a mix of inspiration, concern, and curiosity. The shift toward modular integration, the widening data gap, and the rise of AI-native systems all point to one truth: it’s time to rethink how we connect strategy, technology, and leadership in M&E.
In this piece, I share the key themes, challenges, and opportunities that stood out; particularly for corporate M&E program owners navigating an increasingly complex landscape.
Key Themes
A Noticeable Shift in Tech Presence
Several tech providers were notably absent this year, citing cost and a reassessment of IMEX’s value. Their absence, however, highlighted a broader trend: the changing dynamics of how organizations approach M&E technology.
From One-Stop Shops to Modular Integration
More organizations are aligning small meetings and sourcing under their T&E umbrella, integrating modular tools into existing ecosystems. This shift has led to a rise in single-function platforms; sourcing or registration, for example, rather than comprehensive suites. While this offers flexibility, it also introduces complexity. Many leaders are grappling with fragmented systems and inconsistent adoption.
The takeaway? Start simple. Focus on adoption with one integrated tool, then build from there.
Leadership Mindsets: A Call for Evolution
A recurring theme was the challenge of internal narratives. Some program leaders are understandably cautious citing tech limitations, data access issues, or organizational resistance. But these concerns, while valid, can sometimes become barriers to progress. Evolving our mindset is just as critical as evolving our tech.
Leaders must choose to proactively shape the future of their programs, or risk having that future defined for them by stakeholders outside their domain who may not fully understand the nuances of their work. It’s a question of leading or being led.
Data: The Missing Link
The promise of a seamless attendee journey remains elusive, often due to siloed data. While some suppliers promote end-to-end solutions, the reality is that data sharing across T&E and M&E remains limited. One practical solution? Bring in an internal data analyst who can bridge the gaps, consolidate insights, and empower smarter decisions.
SMM: A Framework Worth Revisiting
Strategic Meetings Management (SMM) may not be the buzzword it once was, but its principles remain relevant. Rather than viewing it as outdated, we can reframe SMM as a foundational strategy and framework one that enables data capture, operational clarity, and long-term program value.
Europe’s Innovation Advantage
European tech providers are leading the way in agility and innovation, driven by smaller organizational structures. While scalability remains a challenge, their fresh thinking is worth watching.
Sustainability and AI: The Conversation Gaps
Despite being promoted, sustainability had a surprisingly low profile at IMEX. Meanwhile, AI dominated discussions but often without clarity. Many leaders are exploring AI agents without fully understanding their capabilities. The real opportunity lies in agentic AI tools that integrate AI to enhance functionality and decision-making. But again, it all starts with data.
If program owners are not going to invest in tools that have AI embedded, using AI agents are not really solving or elevating your program long term.
Legacy vs. AI-Native Platforms
A quiet but important conversation at IMEX centred on the future of platforms. Many legacy systems are still built on outdated frameworks, while new entrants are AI-native more intuitive, faster, and designed for today’s needs. The difference is stark: where legacy tools require coding, AI-native platforms respond to natural language commands. That’s a game-changer.
That’s a Wrap
As we look ahead, the message from IMEX 2025 is clear: the future of M&E lies not in chasing the next big thing, but in building smarter, more connected foundations. For corporate M&E program owners, this means embracing a mindset of progress over perfection starting small, leveraging data, and aligning with partners who understand the nuances of both T&E and M&E.
The tools are evolving, the conversations are shifting, and the opportunity to lead is wide open. Let’s make sure we’re ready to meet it.
Better Begins Here
About the Author
Outside of work, Toby loves all things travel; she takes small groups to places that she has been. So far, Spain, France, Colombia and Provence. Her next adventure is Italy for pizza making and floating in the Adriatic!
Toby Frowen brings a unique perspective, having worked on both the buyer and supplier sides with organizations like Amgen, Maritz at Google, CWT, EEG, ZS Associates, and Cvent. Her passion lies in transforming programs through technology, AI, and data to create better for clients, attendees, and the industry as a whole.
