Storytelling, AI and global events are increasingly shaping how major agencies plan and deliver live experiences. In a recent discussion published by Event Industry News, James Dickson spoke with Kristina McCoobery, Global President of INVNT, about how the agency model is changing while keeping audience connection at the centre.
McCoobery pointed to INVNT’s theatrical background as a key influence on its approach. Rather than treating events as stand-alone logistics exercises, the agency frames them as stories built for live audiences. That means designing moments that feel intentional, immersive and emotionally clear, whether the brief is a brand launch, conference, product reveal or international showcase.
Why live events still matter
One of the strongest themes in the interview is the continued value of in-person events. While digital channels remain important, McCoobery argues that live experiences still create a different kind of emotional engagement. In practice, that is why global event teams continue to invest in staging, performance, production and audience experience even as content moves online.
The discussion also covered AI, with INVNT taking a structured and cautious approach. Rather than using new tools in an unregulated way, the agency has brought in specialist leadership and is developing its own internal systems, including Orbby. The clear message is that AI is being positioned as a support tool for planning, workflow and creativity, not as a replacement for human judgement. As ever, live event businesses should check current capabilities, ownership and data policies before adopting any platform.
What this means for the UK events market
For DJs, production companies, venues and suppliers across the UK, the relevance is straightforward: the best event work is still built around storytelling, audience response and reliable delivery. Whether you are working in London, Manchester, Birmingham, Glasgow, Cardiff or Leeds, clients increasingly expect a coherent experience rather than isolated technical inputs.
That is where wider industry visibility matters. UK professionals who want to connect with event buyers and collaborators can use the NADJ directory and NADJ Hub to keep track of the market and stay close to current conversations across the sector.
For the full interview context, see the original report from Event Industry News.
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