In a recent episode of RainFocus’s Event Perspectives podcast, Brent Turner, EVP of Strategy and Solutions at Opus Agency, sat down with host Rodney Hart, VP of Events at RainFocus, to unpack the state of event innovation in 2026. 

From the rise of executive experiences to the mechanics of audience participation, Brent shares why legacy playbooks no longer deliver and how event leaders can adapt. 

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Key Takeaways‍

Events are products, not marketing channels. ‍

Shifting to a product design framework changes how experiences are built, focusing on human-centered design rather than managing logistics alone. Intentional transition moments (what product designers call "closing the menu") drive real engagement, while strong event products build genuine fandom.

Content is no longer the primary draw. 

‍Educational content, once the top driver for attendance, has dropped to the bottom of attendee priorities. Because AI systems deliver information on demand, live experiences must answer two simple questions. Why live? Why together?

AI and “context as a service.”‍

As AI shifts from simple answers to agentic action, the application moves through three phases: productivity, delivery, and experience design—the latter delivering on the long-prophesied Personalization. Brent highlights "context as a service," allowing attendees to carry a portable repository of personal data and preferences across AI tools without retraining each system.

Executive experiences are the innovation sandbox.

‍With attendees being more selective about where they spend their time, brands are prioritizing executive experiences. Because executive audiences demand higher value, these programs have become the primary testing ground for new formats, intimate settings, and unconventional environments that later scale to broader audiences.

Speaking of unconventional formats … Brent’s currently obsessing over Zoox robotaxis. With inward-facing bench seating, no driver's seat, and no steering wheel, could self-driving pods become the next mobile networking hub for citywide events?‍

Brent’s advice for event professionals? 

• ‍Balance two experiences: Every program requires designing two distinct experiences. The first is the experience your team has working together. The second is the experience your team is creating for your audience. Over-indexing on one causes the other to suffer, but balancing both drives true success. 
• ‍Map your career matrix: Map your future along two axes. Brand vs. agency on the X axis, and people-leader vs. individual craftsman on the Y axis. You can find high-level success in any quadrant. Identify your personal motivations early, find your quadrant, and double down from there.

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Stay tuned to Happenings for more perspectives from the leaders fueling the future of brand movements.