European Experience Index: AI increases efficiency, but without "quick miracles"

The Jeff Agency has published the European Experience Index 2026. The comprehensive study covers a total of 26 European markets and provides important insights for the Swiss live communication market.

The index analyzes current trends and developments in the European event and experience industry. The data provides insights into the various markets and their specific characteristics.

Jeff Zürich has prepared the findings specifically for the Swiss market. The study enables companies and agencies to develop and adapt their live communication strategies on the basis of sound data.

The European Experience Index 2026 offers a comparative perspective across different European markets.

Core trends in detail: talent, technology, trust

• AI: powerful, but not a miracle cure. 79 % of agencies see AI as a dominant trend, 97 % are already actively using it. The technology accelerates workflows, but does not replace strategic depth. However, many clients expect quick "miracles". This area of tension makes it clear: AI generates efficiency gains, but also new expectations that need to be managed professionally.
• Talent as a key resource. 50% of agencies cite access to qualified employees as the biggest challenge. At the same time, the pressure to further develop existing teams is growing. Flexible working models are becoming an essential factor - especially in smaller, highly competitive markets such as Switzerland. Hybrid and flexible working models are becoming increasingly crucial for attracting and retaining top talent.
• Sustainability as a moral obligation. Almost half of the agencies report that clients demand proof of sustainability, but only a few invest in it - especially in the DACH region, implementation is limited by budget restrictions. This gap presents both risks to credibility and opportunities for agencies that proactively offer sustainable solutions.
• Events as content platforms. Live experiences are increasingly being used as a starting point for long-term content strategies. Social campaigns, community building and real-time formats are combining to create cross-platform experience ecosystems. 56 % of DACH customers want meaningful, immersive experiences ("purpose-driven experiences") that have a lasting impact beyond the event. The data shows: Brands achieve greater reach and more sustainable engagement when events are seen as content generators.
• ROI and KPI gap. Although 74 % of customers consider ROI to be the most important indicator of success, almost 40 % of DACH customers do not have clearly defined KPIs. The report clearly shows that impact can only be proven if measurement models are developed together - and consistently.

In the context of these trends, Ralf Specht, Chairman of 27Names, summarizes the development succinctly: The EEX is "a mirror for our industry", which shows what works, where misunderstandings lie and where the greatest opportunities arise.

As part of 27Names - a network of 27 independent European agencies with over 1,200 employees - Jeff Zurich has access to internationally validated best practices, research and innovation programs. For Swiss clients, this means local expertise with a European knowledge advantage. The EEX 2025, conducted by NewtonX for the 27Names network, provides the first transnational benchmark for the live communication industry and sheds light on how talent, technology and trust will shape the future collaboration between brands and agencies.