The Future of Brand Experiences: Key Takeaways from CEMA Summit 2025

Our CEMA Summit 2025 experience kicked off in a way that set the tone for Austin: "charging" to the Fairmont Austin in a memorable neon green Dodge Charger Uber. It was a fittingly bold and vibrant start to three days of intense learning and connection. The Corporate Event Marketing Association (CEMA) Summit gathered leading event marketers to explore the future of brand experiences. While the Texas heat was on, the conversations were even hotter, sparking new ideas and reaffirming the powerful role of human connection in our industry.

There's a reason this event has become a favorite event of the year. It's an event where personalities and relationships take center stage. Attendees are encouraged to show up not as buyers or sellers, but simply as themselves. The commitment to a non-selling environment fosters creative conversations, authentic networking, and big-picture brainstorming with some of the sharpest minds in event marketing. 

It didn't hurt to be back in Eventbase's "second home city" of Austin, which was the perfect backdrop for this year's summit, complete with BBQ, karaoke, and the kind of unforgettable activations that make events truly special.

Here’s a recap of some key takeaways on what it means to build tech-forward, human-centered brand experiences in 2025 and beyond.

AI Teammate vs. Tool: One thought-provoking discussion at CEMA was about the evolving role of AI in our work. Are we treating AI simply as a tool to automate tasks, or are we embracing it as a “teammate” that can collaborate, anticipate, and enhance human creativity? The difference is more than semantics. AI as a teammate opens possibilities for richer personalization, faster insights, and a smoother event experience for attendees.

Rethinking ROI: The Magic IS the Metric Are we only measuring event success with attendance numbers and sales leads? At CEMA, we talked about a different kind of ROI. It's the empathy you build into the attendee experience. It's the "magic moments" - shared laughs and new connections - that create lasting inspiration. These human elements are hard to quantify, but they're the true indicators of a great event. That's exactly the feeling Eventbase's mission is built on: bringing people together for the "Magic of Live Events" by creating those dopamine-activated moments of discovery.

Navigating Shifting Tides: What's Changing in Event Planning

Late event registrations are the new normal: As event registrations come in later, planning requires more agility. Marketing cycles need to be flexible, content must remain relevant until the last minute, and planners need to be ready for fluctuating numbers right up to the final day.

To help customers handle this new reality, Eventbase has invested in a mature project management process and capable tools. Our platform provides the flexibility needed to manage changes and updates efficiently, right up until your event dates.

Travel challenges leading to smaller local events: Attendance at North American events has dipped as many attendees remain hesitant to travel. This shift demands a new strategy for connection, balancing local focus with a worldwide reach through regional satellite events. Eventbase addresses this by helping customers create event container apps that house not only their flagship events but also their regional world tour events. The approach ensures brand consistency and efficient implementation, delivering a seamless experience for both customers and attendees. 

Memorable Moments & Final Thoughts

Aura Farming: Who knew Gen-Z slang was so easy to understand? Apparently, I’ve been "aura farming", (ie. capturing and curating moments for an audience), without even knowing it!

The Cowboy Hat Moment: A memorable truth from CEMA: everyone looks good in a cowboy hat.

CEMA 2025 reaffirmed that while technology is transforming events, people are still at the heart of it all. As we move toward 2026, let's keep innovating but never lose sight of the human magic that makes events unforgettable.

CEMA Summit 2026 is in Toronto, Canada eh?

The countdown to CEMA Summit 2026 has officially begun! As a company born and raised in Canada, Eventbase is thrilled to welcome CEMA members north of the border. We're excited to showcase our home country's vibrant event scene and the spirit of connection that defines our industry. See you soon in the great white north, eh? 🍁