Why events are the most authentic first‑party marketing

What happens when events become the most human channel in a world increasingly shaped by AI? That thought set the tone for my conversation with Muhammad Younas, founder and CEO of vFairs, who has spent years helping organisations design in-person, virtual, and hybrid experiences at a remarkable scale.

With more than fifty thousand events delivered and over one hundred million attendees served, he has a front row view of how event technology is changing and why the next wave will look very different from what planners have relied on until now. Rather than fearing the impact of AI, Muhammad sees a near future where mundane tasks fade into the background and planners focus on strategy, creativity, and connection.

Throughout the discussion, Muhammad returned to a simple idea. Every event is unique, and technology should adapt to that reality rather than forcing people into rigid templates. He believes the next chapter of event tech will focus on specialised workflows that understand industry needs, whether that is a job fair, a healthcare gathering, a global town hall, or a conference that carries an entire community's voice.

He also sees events becoming one of the most important expressions of first party marketing as digital channels get louder and harder to trust. When people choose to attend, they bring intent, time, and attention, and no online algorithm can replace that.

We also explored why virtual events and webinars continue to grow long after the urgent push of the pandemic. Muhammad explains that these formats thrive because they offer reach, convenience, and year round value. They generate content that fuels engagement far beyond the event itself, and they remove the barriers that keep global audiences locked out of traditional venues.

Meanwhile, vFairs keeps pushing forward, from smart matchmaking on trade show floors to tools that help planners capture meaningful connections and follow through on them. In an era driven by AI, he argues that events will matter even more because they protect the authenticity and human contact that many feel is slipping away.

Muhammad's own story, from running hundreds of events himself to building a platform chosen by global brands, adds a human layer to all this technology. It raises an important question. As AI reshapes the work behind the scenes, how will event planners and organisations reimagine the experiences people value most? I would love to hear what you think.

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