Vanessa Schabbel: emotion and the future of events

# tags: Artificial Intelligence , Events , Brazil , Experiences

From artificial intelligence to real emotions, the executive director of Bop argues that the future of events lies in authentic human connections and meaningful experiences.

At a time when artificial intelligence is making it increasingly difficult to distinguish the real from the fabricated, in-person events are taking on a new value: that of the authentic human experience. For Vanessa Chiarelli Schabbel, executive director of Bop - Integrated Communication, this is precisely where the strength of the events industry lies in the coming years.

Speaking from São Paulo, the Brazilian executive addressed topics such as purpose, quality networking, artificial intelligence, integrated communication and female leadership, arguing that “human beings have returned to the centre of everything”.

For Vanessa Schabbel, the growth in in-person events is a direct response to the post-pandemic period and also to digital saturation. She believes that, contrary to what many anticipated during lockdowns, people continue to seek physical contact and in-person experiences.

In an era marked by manipulated content and images generated by artificial intelligence, she believes that in-person events are becoming even more relevant, precisely because they provide real experiences that are difficult to replicate digitally.

According to Vanessa, the Brazilian market is currently undergoing a phase of significant growth, both in terms of the number and scale of events, but with an increasing focus on the experience and networking.

Events with a purpose: the demand of Generation Z

Throughout the interview, Vanessa repeatedly emphasised a key point: brands can no longer simply organise events just to make their presence felt. From this perspective, events need to have a purpose and tell a coherent story.

The director of Bop identifies Generation Z as one of the main drivers of this paradigm shift. She believes that younger audiences want to understand brands’ positioning, their values and the impact of their actions, demanding consistency beyond the event itself.

As an example, she recalled a conversation during a meeting linked to Rock in Rio, where a major brand realised that younger visitors were no longer interested in freebies or superficial activations, preferring instead meaningful experiences and opportunities for emotional connection.

At Bop, she assures us, even the seemingly simplest elements of an event must make sense within a larger narrative. An item distributed to participants, he explains, even if it is just a pencil, cannot exist simply because it fits the budget: it needs to have context, meaning and a connection to the event’s concept.

Despite the trend towards ever-larger events, Vanessa believes that the industry’s greatest challenge lies in making each participant feel unique.

To this end, she considers it essential to use artificial intelligence and data to personalise experiences even before attendees arrive at the event. In her view, AI tools enable a better understanding of participants’ interests and preferences, helping to create more relevant itineraries and content.

Even so, she argues that technology alone does not solve the problem. For Vanessa Schabbel, the real difference lies in the ability to create genuine human connections. As she explains, effective networking no longer means merely meeting influential people or business decision-makers. Today, she believes, the value lies in creating authentic human relationships.

The director of the Brazilian agency says that this view was reinforced after her participation in SXSW, in Austin, USA, where she decided to step outside her usual circle of professional contacts to seek new perspectives and experiences.

Networking designed for people

It was precisely this concern that gave rise to Oasis Connection, a proprietary event created by Bop. Over three days, professionals from agencies, corporate clients, human resources, marketing and suppliers took part in an experience designed to foster genuine human connections.

One of the most striking activities involved small pins featuring symbols linked to personal interests — wine, books, animals or sport — attached to participants’ badges. The aim was to encourage people to connect first as individuals, rather than through their professional roles.

Another activity strategically arranged seating at the tables to mix profiles and encourage new professional relationships. For Vanessa Schabbel, this type of initiative represents precisely the path the industry should follow in the coming years.

When it comes to return on investment, Vanessa Schabbel takes a somewhat unconventional stance. Whilst she recognises the importance of measuring results, she believes that the impact of events is rarely immediate or directly translated into sales.

In her view, the return is mainly realised in the medium and long term, through brand building, emotional connection and a continuous presence in the consumer’s mind.

As an example, she cites major brand activations at festivals such as The Town or Rock in Rio. As she explains, the aim of these initiatives is not to generate instant sales, but to build brand recognition and future preference.

Vanessa therefore believes that the industry still needs to find new ways of measuring impact and profitability at events.

“Events are the greatest communication channel there is”

With over two decades’ experience in the corporate world prior to founding Bop, Vanessa Schabbel advocates an integrated approach to communication and believes that events are one of the most powerful tools in this context.

As she explains, a well-designed event can incorporate virtually every aspect of communication: audiovisual elements, sensory experiences, internal communication, press relations, branding and relationship-building.

The executive director warns, however, that many companies continue to fail in coordinating between different stakeholders. As an example, she recalls product launches where journalists had access to the new products before the sales team or internal staff, wasting opportunities to strengthen a sense of belonging and employer branding.

Following her first participation at SXSW, Vanessa believes the industry has entered a new phase, marked by a greater concern for the human impact of digital transformation.

As she explains, after several years dominated by technology-centred discourse, the most prominent theme of the latest edition of the festival was precisely the return of the human being to the centre of the discussions. In his view, the future of events will increasingly revolve around the creation of emotional experiences.

She recalls some virtual reality experiences presented in Austin that focused not on entertainment, but on empathy, memory and emotions – experiences that led many participants to react emotionally and even to tears.

Despite the rapid advance of artificial intelligence, Vanessa believes that something uniquely human will continue to exist: the ability to feel real emotions.

Female leadership: positioning and courage

Towards the end of the conversation, Vanessa addressed the topic of female leadership in the events and communications industry. Whilst acknowledging that the events sector has a strong female presence, she points out that many top positions remain dominated by men. She therefore argues that women need to assert themselves with confidence, demonstrate competence and have the courage to take their place in leadership roles.

Without adopting a confrontational tone, she considers it equally important to foster greater unity among women and to value specific skills associated with female leadership, such as the ability to manage multiple challenges simultaneously.

For Vanessa Schabbel, the future of the events industry will lie precisely in the combination of technology, creativity and humanity. And, in an increasingly fast-paced sector, she believes that those who know how to harness emotion and authentic human connections will have a decisive advantage.