The Agency of Tomorrow: Storytelling, AI and Global Events

James Dickson speaks with Kristina McCoobery, Global President of INVNT, about the agency model of the future. They discuss INVNT's theatrical roots in storytelling, the renewed value of in-person events, and how live experiences drive emotional engagement. Kristina explains how INVNT is adopting AI responsibly - hiring a Chief AI Officer and building Orbby for analytics and on-site insights - while keeping human-led creative strategy at the centre. She also covers global collaboration, cultural nuance, and how new tools speed decision-making and boost efficiency. Overall, the episode highlights the evolving role of agencies in delivering connected global brand stories, blending creativity, data and technology to enhance live events and attendee experiences. This episode of the Event Industry News Podcast is sponsored by Present Communications. Present provides broadcast-quality live, hybrid and virtual event production, trusted by organisations where reliability really matters. From corporate town halls and conferences to high-profile live streams, they design and deliver fully resilient systems that work first time. To keep up to date with all the news, subscribe for free here. If you would like to take part in a podcast, then please complete our submission form.