Why events still matter in the age of AI

AI is reshaping how people discover information. Search traffic, once the lifeblood of websites, is plummeting as AI tools provide answers and context immediately, eliminating the need to browse to websites for answers at all. 

Understandably, companies are responding by going down avenues they can control: newsletters, podcasts, memberships and events. This reality is true for startups as well. You simply can’t rely on Google traffic or algorithms to build trust anymore. You need direct channels, and there are few ways to build trust more powerful than  meeting people face-to-face.

Welcome to the ‘post-click’ era

Startups have long played by the ever-changing rules set by Google and social media platforms, which are more often than not prone to changing their algorithms and leaving everyone scrambling to adapt overnight. 

AI is not only accelerating this instability, it’s almost making Google referral traffic obsolete. Companies need to adapt to this new reality with strategies that let them talk directly to their prospective customers.

The media industry, one of the most vulnerable to the changes, is proving to be one of the quickest to adapt. Morning Brew, for example, blends its newsletters franchises with events. In a recent interview, Sam Jacobs, TIME’s editor-in-chief, highlighted how the company went from organizing two to three events per year, to holding the same number of events monthly.

Even digital-first players are embracing events. Podcasts like Acquired and All-In now host live events to bring their listeners together. Finimize has built grassroots meetups around its newsletter. The new defense tech media title, Resilience Media, born on Substack, is planning events to connect experts in its niche. Alex Konrad’s new Upstarts ecosystem includes live interviews, an upcoming podcast and curated events. These aren’t just extensions of the content; they’re ways to nurture communities.

Startups should copy this strategy. They must consider where their credibility and relationships will be built in this new landscape, especially as visibility is no longer about simply appearing on top of search results or burning money with ads; it’s about building lasting trust in the spaces that matter. Events are singularly effective at doing that.

Lessons from after the pandemic

If the pandemic taught us anything, it’s that being present online is insufficient. Platforms like Hopin promised a future of global, scalable, online events. Even experiments in VR conferences were the subject of occasional hype. 

All of that fell short, however. What founders, investors and marketers learned was simple: There is no substitute for shaking someone’s hand, catching their eye, and sharing time in the same space.

When the pandemic ended, events came back with a bang. Companies large and small continue to invest in gatherings. Events still carry symbolic weight: just look at Apple’s meticulously choreographed product launches, or how scaleups like Helsing showcase new technologies. 

For startups, events can also serve as tools for strengthening internal communications and bonds with their employees and their community. Here’s a great example: Italian travel scaleup WeRoad holds an annual, two-day global gathering of its travel coordinators and staff that strengthens culture and commitment in ways a Zoom call never could.

Why startups need to show up

Startups live and die on the strength of their relationships. Securing investors, signing first customers, and finding the right partners are all processes that depend completely on trust. These early relationships are crucial.

In an AI-driven world where digital discovery is fragmented, saturated and noisy, events cut through the noise. They offer something AI and algorithms never will: human presence.

Startups should think of events as essential investments in visibility and credibility. Whether it’s speaking on stage, hosting a breakfast or simply showing up to the right conference — being in the room matters.

It’s OK to be selective. It’s OK to pass on events when priorities point elsewhere. And don’t take this to mean the digital realm and AI should be ignored. But in this era where we’re putting AI on a pedestal, founders should not underestimate the power of a physical meeting for establishing contact with investors, talent, or any other important stakeholder.