Part of the AI in Events 2025 research from Event Tech Live. Interview by Adam Parry, founder, Event Tech Live. Published 14 February 2025. Last updated 18 April 2026.
Marco Giberti, founder and CEO of Vesuvio Ventures, on where AI capital is moving, why event technology is still in its early days, and why matchmaking is where AI will land first.
The three things Marco says you need to know
AI is here to stay, not a crypto-style fad. Investment will keep growing. AI is becoming integral to how companies operate, and the events industry will not be isolated from that trend.
The event tech space is still in its Wild West phase on AI. Founders will customise software and build tailored solutions over the next few years, and a natural phase of growth and consolidation is coming.
Matchmaking is the clearest near-term opportunity. Giberti has invested in Grip and named Brella as the two players making real progress. Trade shows in particular have significant room for AI-driven improvement.
How will AI affect the investment landscape in events over the next five years?
Giberti expects AI to remain a growing and relevant category, unlike fads such as cryptocurrency. He sees AI as an established technology gaining renewed momentum due to developments like ChatGPT.
His headline points:
- Continued growth in investment. Investment in AI will continue to grow with no signs of slowing down.
- Integral to business operations. AI is becoming part of how companies across every industry operate, and events will not sit outside that shift.
- Growth and consolidation. A natural phase of growth and consolidation is coming in the event tech space as AI-driven solutions evolve, which he views as healthy and expected.
What are the top AI trends event startups should be aware of?
Giberti points to three.
- Massive AI investment from the incumbents. Apple, Google and Microsoft are investing billions into AI initiatives. Those investments will shape the platforms event tech founders build on.
- Early-stage event industry. The industry is comparable to the Wild West in its AI adoption. Event tech founders are likely to customise and build tailored solutions over the coming years.
- Education matters. Founders need to educate themselves on AI broadly, watching both the established players and newer developments like Google’s Gemini.
Which AI-driven technologies will disrupt the event industry most?
Two categories, in Giberti’s view.
Matchmaking. Giberti has been talking about AI for matchmaking in events for several years. He invested in Grip, a platform using AI to connect buyers and sellers or exhibitors and visitors, and named Brella as another player in the space. Matchmaking is a significant area of improvement for trade shows in particular, and AI has strong potential to address this need.
Operational efficiency. Content development, content marketing, data analytics and research are areas where AI can generate significant SG&A savings. AI solutions built for other industries can also transfer into events.
What do investors look for when a brand uses the word AI in its messaging?
Giberti notes that AI is now present in almost every pitch deck related to event technology. Sometimes it is a marketing buzzword; sometimes it represents genuine value. Investors are evaluating whether the AI component adds real value or is simply a cosmetic addition.
He highlights two layers where sophisticated investors are putting money.
- Horizontal layers. Industry-agnostic AI applications.
- Vertical layers. AI tailored for specific industries like FinTech and healthtech. Giberti hopes event tech will soon be recognised as one of these vertical layers.
“AI is becoming an integral part of how companies across various industries do business, and the events industry will not be isolated from this trend.”
— Marco Giberti, Vesuvio Ventures
About Marco Giberti
Marco Giberti is the founder and CEO of Vesuvio Ventures, an investment and advisory firm focused on the exhibitions and events technology sector. He is an active investor in event tech companies including Grip and sits on the boards of several industry businesses.This interview is part of AI in Events 2025: Adoption, Barriers and Forecast. Download the full PDF report. Browse all Event Tech Live research.
