AEO Forums 2026: Looking Beyond the Algorithm

© Business Design Centre, London

The Association of Event Organisers (AEO) has announced that the AEO Forums 2026 will take place on Friday 30 January 2026 at the Business Design Centre, London - celebrating its 10th year of partnering with the venue.

The AEO Forums is the industry’s go-to learning and networking event for junior to middle management professionals across marketing, sales and operations. Each stream features expert-led sessions designed to inspire, inform and equip them with practical tools for success.

The 2026 theme, “Beyond the algorithm,” will explore where automation ends and imagination begins. As technology continues to redefine how we market, sell and deliver events, the programme will examine how creativity, empathy and human connection drive progress in an increasingly technology-led world.

The 2026 programmes are being shaped and chaired by three respected industry leaders:

• Sam O’Connell, regional marketing director, UK & Global at Easyfairs: Marketing stream
• Corina Hedley, director of safety, security & operations at Hyve Group: Operations stream
• Alexi Khajavi, president of hospitality, travel & wellness at Questex: Sales stream

Together, they will curate content, guide sessions and ensure the day offers sharp insight and practical takeaways.

Anna Golden, chief executive officer at AEO, said: “Technology continues to accelerate change across our industry, but it’s people who give events their power. Beyond the algorithm is about finding the sweet spot between innovation and imagination - using technology as a tool, not a replacement, for human connection.”

Lisa Tyson, deputy managing director of Aztec Event Services, added: “The AEO Forums offer a fantastic opportunity for insightful content, networking, and practical strategies to strengthen business. Aztec is thrilled to be a headline sponsor of this premier industry event, and we look forward to the connections, discussions, and inspiration that make it a must-attend for event professionals.”

Charlotte Barker, venue sales manager at Business Design Centre, commented: “Business Design Centre is once again proud to be hosting the AEO Forums and People’s Awards. The Forums have, for a decade now, offered event professionals the opportunity to come together, learn and thrive. This partnership represents more than sponsorship to us - it’s a reflection of our ongoing investment in the people and communities we serve. We look forward to welcoming the AEO team and the wider industry to the BDC in January, for both an inspirational day and celebratory night.”

Association of Event Organisers (AEO) is the UK trade body representing companies, which conceive, create, develop or manage trade and consumer events. It is run by its members for the benefit of its members through an elected council of representatives, specialist working groups and a fulltime secretariat.

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