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Navigating the future of events: Insights from Kai Hattendorf

We’re at a turning point in the events industry. Tech is both the opportunity and the distraction. If you’re not paying attention, you’re either chasing the wrong innovation or missing the right one. Strategic thinking, not FOMO, is the way forward.

Few people are better placed to reflect on this than Kai Hattendorf. After a decade leading UFI, the global association for the exhibition industry, he’s stepped into a new phase—HTF, as he calls it (his initials turned brand), where he’s advising organizations like Sesamers, writing sharp commentary, and taking time to rethink what events should become.

We caught up in Biarritz during Sesame Summit 2025 for a fireside chat to make sense of where we’re headed.

What is an Event, Really?

Turns out, there’s no clean definition. “Event” could mean a corporate offsite, a trade show, a concert, or a wedding. The formats change, but the reason people gather doesn’t: connection with purpose.

Kai compares the challenge to journalism, another sector struggling with its boundaries. “If people come together for a reason, that’s an event. The rest is taxonomy.”

The Great Convergence

We thought Covid would change everything. It didn’t. What it did do was clarify the value of face-to-face. Digital has its place, especially for maintenance, but it’s in-person where the relationship is built (or rebuilt). The “Uber of Events” never materialized, and that’s fine.

What we learned: digital can extend reach, but presence still holds power.

Conferences have started to look like trade shows. Exhibitions now have speaker lineups. Why? Because content drives contact. Participants want context and personal value, not just transactions.

Kai puts it simply: we’ve broken silos, and it’s about time.

Where’s the Innovation?

Kai doesn’t do hype geography. Instead, he points to contextual innovation. For example:

  • GCC (like KSA & Dubai): heavy investment and appetite for experimentation as highlighted by Monty Munford.
  • Asia (Singapore): still the benchmark for regional hub strategy.
  • Europe: follow the startup scenes: Nordics, France, and others are quietly iterating.
  • US: more cautious now. Less “build it and they will come.”

It’s not about where. It’s about who, and why.

The Role of Events in a Polarized World

In a time of war, misinformation, and deep divides, events still offer something algorithms can’t: a chance to see the other side. “When it matters, people meet,” Kai reminds us.

Whether you call it diplomacy, dialogue, or just showing up, events are one of the few tools we have to build shared understanding.

Also: geocloning is real. Global brands are localizing their formats, not just exporting them.

Looking Ahead: The 2030 Blueprint

So, what might the ideal B2B event in 2030 look like?

  • AI-prepared: matches and content delivered before arrival
  • Smaller, sharper: curated on-site interactions
  • Human-first: focus on conversation, not broadcast
  • Experience-rich: less stage, more connection

If Kai were launching a new event brand today? He’d strip it to the bone. One clear value prop. Flawless delivery. No gimmicks. Just radical focus on quality and human relevance.

Final Thought

Kai’s message is clear: don’t get distracted. The fundamentals haven’t changed: people meet to connect, to trade, to learn, to align. But how we do that? That’s evolving fast.

So the question for every event professional is: are you building something people actually want to show up for?

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London-based AI laboratory Ineffable Intelligence has emerged from stealth with a $1.1 billion seed round at a $5.1 billion post-money valuation, the company confirmed on 27 April 2026. The financing is the largest seed round ever raised by a European company and one of the largest first-money-in rounds in the global history of artificial intelligence. The round was co-led by Sequoia Capital and Lightspeed Venture Partners. Participating investors included Nvidia, DST Global, Index Ventures, Google, and the UK Sovereign AI Fund, the British government’s recently established vehicle for backing strategic AI capacity on home soil. A bet on a different path to general intelligence Ineffable Intelligence was founded in 2025 by David Silver, the former Vice President of Reinforcement Learning at Google DeepMind and the principal architect of AlphaGo, AlphaZero and AlphaStar. He is joined by three further DeepMind alumni: Wojciech Czarnecki, Lasse Espeholt and Junhyuk Oh. All four have spent the past decade at the frontier of reinforcement learning research, the discipline behind some of the most consequential demonstrations of machine learning over the past ten years. The company describes its objective as building a “superlearner” — an AI system capable of acquiring knowledge directly from its own experience rather than from human-generated text or imagery. “Our mission is to make first contact with superintelligence,” Silver said in a statement accompanying the launch. “We are creating a superlearner that discovers all knowledge from its own experience, from elementary motor skills through to profound intellectual breakthroughs.” The framing is a deliberate departure from the dominant industry trajectory. Most leading AI laboratories, including OpenAI, Anthropic and Google DeepMind itself, have built large language models trained primarily on the corpus of the internet, then refined that training with human feedback. Ineffable’s wager is that the marginal returns on scaling text-based pretraining are diminishing and that the next leap in capability will come from agents that learn endlessly from the consequences of their own actions, in much the same way AlphaZero learnt the game of Go without studying any human matches. Why $1.1 billion at seed The size of the round is unusual even by the inflated standards of the 2026 AI capital cycle. Two factors appear to explain it. First, frontier reinforcement learning at the scale Ineffable describes is computationally extraordinarily expensive: the company will need to operate vast simulation environments and train very large models against them, an undertaking that consumes capital at a rate closer to physical R&D than to traditional software. Second, the round signals a strategic move by Europe’s investor and policy ecosystems to retain the most ambitious AI researchers on the continent. The presence of the UK Sovereign AI Fund alongside Sequoia, Lightspeed and Nvidia is the clearest expression of that intent. The British government has publicly framed the investment as a bet on breakthrough AI that “can discover new knowledge”, positioning the country as a willing co-investor in domestic frontier laboratories. For Ineffable, the implication is access not only to capital but to compute, regulatory engagement and the still-resilient academic talent base around UCL, Oxford, Cambridge and Imperial. Founder pledge of historic scale Alongside the funding announcement, Silver disclosed that he is committing 100 per cent of any personal proceeds from his Ineffable equity to charity via the Founders Pledge network — described by the organisation as the largest pledge in its history. At the round’s $5.1 billion valuation, that commitment could ultimately exceed several billion dollars if the company succeeds. It is a meaningful gesture in a sector where the reputational stakes around concentrated AI wealth are escalating, and one likely to be referenced in subsequent founder-led commitments. Implications for the European AI landscape Ineffable’s emergence reshapes the European AI map in three concrete ways. It establishes London as the home of the continent’s largest-ever seed-stage company, complicating Paris’s recent narrative of frontier-AI primacy after Mistral’s earlier rounds. It validates a thesis — that reinforcement learning, not transformer scaling, is the next frontier — that has lately been losing capital share to language-model incumbents. And it confirms that the UK government is now willing to act as a balance-sheet co-investor in domestic AI laboratories, a posture much closer to the French model than to the predominantly grant-based regimes elsewhere in Europe. The execution risk is non-trivial. Reinforcement learning at frontier scale has historically required years of careful environment design before producing competitive systems, and Ineffable’s “first contact” framing sets a high bar against which it will be judged. But for now, with a billion dollars on the balance sheet, four of the discipline’s most accomplished researchers in the founding team and a sovereign co-investor at its back, Ineffable Intelligence is the most heavily resourced new entrant in the European AI cycle. Sesamers covers European fundraising rounds across deeptech, fintech and AI. Source: tech.eu.

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