Why execution, not just creativity, rules the future of event production
Creativity in entertainment is just the beginning. In event production, it’s flawless execution that brings immersive experiences to life.
I remember sitting in Riyadh at SLS Expo two years ago, talking to a 3D animation specialist. At one point, he said something that sounded absurd at the time:
“The era of content creation as we know it will end.”
I laughed. How could content creation ever end?
And yet, here we are.
Today, artificial intelligence in entertainment is no longer just a curiosity – it’s redefining how digital content is imagined, designed, and delivered. From AI-generated text and voice, to video production, music composition, and even 3D environments, smart tools are empowering creatives and teams to generate ideas faster than ever before.
So, what does that mean for creative designers?
For many, the reaction is denial - at least at first. Creatives are naturally attached to their unique process and artistic vision, and understandably so. But whether we like it or not, the entertainment industry is already being transformed by AI-powered tools.
That’s a fact, not a theory.
The creative process is evolving - fast.
At our company, we have an internal entertainment design department, too. Talented people. Visionaries. And yet, we also face the same challenge as everyone else: adapt or risk falling behind.
I remember a stage designer who sketched his visions. I deeply respected his talent and work. But then clients stopped accepting hand-drawn sketches – and he had to learn SketchUp.
Now it’s time to learn AI tools.
That means it’s no longer enough to rely solely on traditional skills. We now incorporate AI tools into our workflows – not to replace creativity, but to enhance and accelerate it. It means redesigning production pipelines, learning AI-powered design software, and rethinking where “human magic” meets “machine efficiency.”
Of course, AI-generated stage designs can look impressive. But in the end, someone still needs to translate it into technical reality. And that’s where experience and execution matter.
So yes, we still need humans in this process.
AI is not replacing designers. It’s replacing designers who don’t use AI.
I’ll be honest - I don’t know what the creative phase will look like a year from now.
And I definitely won’t try to predict where this will take us in five.
But I’m sure of one thing: events and location-based entertainment are physical experiences.
No matter how advanced AI becomes, it can’t replace the thrill of walking into a space that’s been built, lit, and staged by human hands.
You can’t replace them with code or pixels.
Someone has to translate wild ideas into real-world experiences.
Into things people can touch, walk into, and get lost in.
Someone has to select the best LED displays, specify the lighting systems, configure media servers, and most importantly - integrate everything into a functioning, safe, and memorable production.
The more ambitious the vision, the more advanced the engineering behind live events needs to be.
That’s why execution matters more than ever.
This is exactly where my team comes in.
We focus on making the impossible doable.
We expand our technical capabilities, advise clients, solve problems, and transform creative concepts into buildable realities.
It doesn’t matter whether the idea was AI-generated or sketched by hand - we know how to make it real.
Whether it’s a themed event, an immersive experience, a next-gen wellness space, or something nobody’s dreamed up yet - we’re here to engineer it into existence.
What fascinates me most is this fusion: crazy ideas fueled by creativity, brought to life by engineering, technology, and flawless execution.
That’s the future of live experiences.
That’s the creative edge we’re investing in.
And no matter how smart the AI gets - someone still has to build the dream.
Want to see how we turn ideas into real-world shows and spaces?
Subscribe for stories from the production frontlines – where vision meets execution.
Or let's talk:
About the Author
Rafal Mrzyglocki is a founder of ARAM, a global event and experience creative-technical production company. With decades of experience in live events, exhibitions, and immersive experiences, Rafal and his team specialize in turning bold creative visions — no matter where they come from — into technically solid, physically buildable, and emotionally powerful realities. From LED walls to stage engineering, immersive installations, esports and event’s ARAM is where ideas become experiences.
You may also want to read:
