Could artificial intelligence — often seen as a threat to traditional industries — actually spark the next big boom for face-to-face events? According to billionaire entrepreneur and investor Mark Cuban, the answer is yes.

In a recent post on X (formerly Twitter), Cuban made a bold prediction: as AI-generated video and content becomes increasingly sophisticated and widespread, people will start questioning the authenticity of what they see online — driving them back toward in-person interaction.

“Within the next 3 years, there will be so much AI, in particular AI video, people won’t know if what they see or hear is real,” Cuban wrote. “Which will result in an explosion of face-to-face engagement, events and jobs.”

Cuban calls it the “Milli Vanilli effect,” referencing the 1980s pop duo who famously lip-synced their way to stardom — until the truth came out. He suggests that as deepfakes, AI-generated avatars, and synthetic video content flood digital channels, consumers and businesses alike will crave the certainty and trust that only live, physical interactions can provide.

For the exhibitions and events industry, this forecast represents not only good news but a potential defining moment. After years of virtual meetings and hybrid formats accelerated by the pandemic, the post-COVID rebound demonstrated the irreplaceable value of personal connection. Now, Cuban’s comments suggest we may be on the cusp of another cycle of growth — this time fueled not by health crises, but by a growing skepticism of virtual authenticity.

In many ways, this aligns with what the industry experienced after COVID-19 lockdowns: pent-up demand for real experiences, tactile product interaction, spontaneous networking, and the simple human need for connection. If Cuban’s timeline holds true, exhibitions, conferences, and live events could find themselves entering a new era of relevance — not in spite of AI, but because of it.

As event organisers continue to navigate an evolving landscape, Cuban’s insights serve as a timely reminder: in a world where digital trust may erode, face-to-face remains not only resilient — but essential.