Live Lab launches industry barometer on the future of live communication
On February 16, 2026, the Zurich-based agency Live Lab will launch «Here and Now,» an annual industry barometer for live communication. The survey is aimed at decision-makers in marketing, communications, and event management and examines key developments, priorities, and areas of tension within the industry. One focus is on the influence of artificial intelligence.
What role do live encounters play in an increasingly complex communications landscape? With the new "Here and Now" survey, the Live Lab agency is launching an annual industry barometer that examines key developments, priorities and areas of tension in live communication.
The survey is aimed at decision-makers from marketing, communication, experience and event management. The aim is to draw a common picture of the situation in the industry: How is live communication used today, what goals are being pursued with it and what are currently the biggest challenges?
Strategic importance of live formats
The focus is on encounters as a strategic communication tool - understood as a form of connection in the here and now. The survey sheds light on the strategic importance of live formats in organizations, goals and expectations of events, brand experiences and communication campaigns as well as factors that strengthen impact and relevance. It also examines current areas of tension in implementation and management as well as overarching communication priorities for the coming year.
A second part of the survey is dedicated to a current focus topic and looks at the noticeable influence of artificial intelligence on communication, events and live experiences in the introductory year. The focus here is not on trends, but on concrete experiences, perceived added value and limitations in practical use.
Annual format with Insight Report
"Here and Now" is deliberately designed as an annual format. The results flow into an Insight Report, which is intended to make developments comparable over time and serve as a basis for discussion. The report is shared exclusively with participants via the Live Lab newsletter.
The survey will start on February 16, 2026 and will take around 15 minutes to complete. Further information and participation: https://forms.office.com/e/n73KAKcG1M
Live Lab is an agency for events, brand experiences and communication based in Zurich, Dubai and Riyadh. In line with its purpose "Live is the strongest communication", Live Lab focuses on encounters that create connection and impact - be it in the context of corporate events, brand spaces, communication campaigns or digital content.
