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Heard on the Floor

During The AI Summit London 2026, we captured what sponsors and exhibitors were really saying about event ROI, pipeline, lead quality and making every conversation count. 

Click on the links below to explore a few of the insights from the show-floor that are shaping how brands approach events. 

Measurement and ROI
Stand Size and Showing Up 
Demos
Follow-Up
AI, Events and What's Changing
What the Event Actually Teaches You

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Measurement and ROI

The most contested territory. Genuinely opposing views sitting in the same room.
Rec
“Pipeline has the highest priority. I don’t know any other company I’ve worked for that would calculate it otherwise.”
“If the first thing they ask me when I get back is how many leads did you bring to the CRM, that’s not the right question.” 
“I’ve let go of the idea that I can perfectly attribute everything.”
“Our VP of Sales ended up talking to the Minister for AI last night. If we hadn’t been here, we wouldn’t have been in that conversation.”
Stand Size and Showing Up
The false debate, plus the line that ends it.
“If we could afford a larger booth, we would. The answer is pure budget.”
“A small stand isn't a consolation prize; it’s a test run.” 
“The size of the stand is secondary. It’s about showing up with something to say.”
“The brands I always remember are the ones that have been interesting or done something different or surprising.”

Demos

The most quotable cluster by volume.
“Rather than listing features at them, you’re walking them through how someone would actually use it.”
“Are you trying to solve something today, or are you just window shopping?”
“I ask a few preemptive questions before I even start: are they technical, do they care about compliance, what’s their angle?”
“Every interaction needs to be meaningful. If you had a good time at our booth, that’s the job done.”

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Follow-Up

Real tension between speed and quality.
“I would rather wait three years than lose them in three days.”
“Leads become cold in a fast way if you don’t move at the right time.”
“People who have a good time here will genuinely follow up with you. You don’t need to chase them.”
“The more thin you spread yourself, the less individual attention you’re giving. That’s where follow-up goes wrong.”

AI, Events and What’s Changing

The most forward-looking cluster.
“In a world where we trust content less, the things we trust more are people — people we’ve met, people we know.”
“Physical events are kind of the antidote to a world of AI-generated content.”
“Product roadmaps can be obsolete within a year. The smarter brands are building trust in their vision, not defining themselves by one product.”
“We had an agent scraping the attendee list before we arrived. We knew who we wanted to talk to before we got here.”

What the Event Actually Teaches You

The quietest cluster, but possibly the most underrated angle.

“By the questions you get, you know if you’ve been totally off track.”
“The billboard doesn’t really tell you much — it’s always based on the conversations you have.”
“You can be inspired by how other companies tell their story.”
“This event started last Friday for us — it’s not just what happens on the stand.”

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