The most innovative technology in the world can be cold. The most ambitious vision can feel distant. What makes either of them matter is people.
Malcolm Ché at the UK-Western Balkans Technology Trade Mission
Service: Emerging Technology Innovation
What the events and marketing sector still hasn’t understood: the EU AI Act
Malcolm Che, Head of Innovation at Identity, argues that the events and experiential marketing sector has adopted AI at speed while ignoring the governance obligations
From first flight to the moon: the speed of innovation
Technological progress moves at breakneck speed, but not every idea lands at the right time. Michael Gietzen explores what the evolution of flight can teach us about
Why the best brands are doubling down on human experience
George Perry, Global Business Development Director at Identity, on why the rise of AI is making human experience more valuable, not less, and what that
The friction problem: why live experience is the antidote to the AI content crisis
As AI makes content effortless, engagement is getting harder to earn. Matt Margetson, Innovation Director, part of the Tomorrow innovation team at Identity, argues that
Innovation that earns its place
George Perry, Global Business Development Director, explores why innovation is no longer a ‘nice to have’ in brand experience. As budgets tighten and expectations rise,
Identity delivers the Mayor of London’s message of unity
London welcomed 2026 with a world-class New Year’s Eve firework display that celebrated the capital’s spirit of unity, bringing millions of people together across the
Making tech work for your audience
Oliver Colegrave, Senior Creative Strategist, argues that event tech only works when it works for your audience, cutting through the noise at Event Tech Live
If these walls could talk, would they tell your brand’s story?
Every building tells a story. In brand experience, architecture isn’t just the setting, it shapes the narrative. By listening to a venue’s history, quirks, and imperfections, brands can
Whose brief is it anyway; the brand or the audience?
Balancing brand objectives with shifting audience expectations is one of the biggest challenges in experiential events. George Perry, Global Business Development Director at Identity, explores