Encore's $100M Bet: AI and Immersive Tech to Commercialize the Future of Events

SCHILLER PARK, IL – June 11, 2026 – In a decisive move to shape the future of live corporate events, production giant Encore today announced a $100 million capital commitment for 2026. The investment is earmarked for a sweeping expansion of new products and a significant upgrade of its existing inventory, with a sharp focus on integrating AI, simplifying digital planning, and making immersive experiences more accessible. This strategic infusion of capital signals more than just a technology refresh; it’s a calculated effort to commercialize next-generation event solutions on a global scale, translating cutting-edge innovation into tangible value for event planners and bottom-line results for the company.

As organizations increasingly pivot back to the high-touch value of in-person engagement, the pressure is on to deliver experiences that are not only memorable but also consistent, scalable, and cost-effective. Encore’s investment directly targets this market need, positioning the company to move further beyond its traditional role as an AV provider into a comprehensive technology and production partner. With a network spanning over 2,200 venues and backed by 13,000 technical experts, the firm is leveraging its scale to deploy these new capabilities across its global footprint.

"As demand for consistent event experiences continues to rise, our focus is partnering with our customers by providing product innovations to support deeper engagement with attendees while helping control costs," said Darius Vaskelis, Chief Product & Digital Officer at Encore. This statement underscores a strategy aimed squarely at solving practical challenges, using technology not as a gimmick, but as a tool for efficiency and impact.

From Blueprint to Ballroom: Solving the Planner's Dilemma

For any event professional, the journey from concept to execution is fraught with logistical hurdles, budget constraints, and the risk of a disconnect between vision and reality. A significant portion of Encore's investment is aimed at smoothing this path. The new digital Event Solutions Explorer, for example, allows planners to visualize, compare, and select solutions using immersive 360° room views and floorplans. Paired with enhanced 3D renderings and new lookbooks, these tools are designed to demystify technical production and foster more confident, collaborative decision-making.

"Planners are often forced to make critical decisions based on abstract diagrams and technical jargon," commented one veteran industry analyst. "A tool that allows them to virtually 'walk' the room and see how lighting, staging, and displays will actually look is a massive step forward. It bridges the communication gap between the creative vision and the technical execution."

Beyond visual planning, the investment tackles one of the most persistent and noticeable elements of any event: audio quality. The company is standardizing on smart column speakers for small to midsize spaces, replacing traditional tripod-mounted speakers. This not only promises clearer, more evenly balanced sound with better feedback suppression but also enhances room aesthetics and speeds up setup—a clear win for both attendee experience and operational efficiency. Furthermore, the introduction of Encore Music, a curated and licensed background music solution, eliminates a common headache for planners who often struggle with sourcing appropriate, rights-cleared audio to set the mood.

The AI Revolution in the Ballroom

Perhaps the most forward-looking aspect of Encore's investment is its deep dive into artificial intelligence. The company is rolling out a suite of AI-driven tools that promise to automate content creation and enhance accessibility. These are not theoretical applications but practical tools designed for immediate use. For instance, Speaker Spotlight Bumpers use AI to generate professional, visually engaging video introductions for presenters, helping audiences connect with speakers before they even take the stage. Similarly, Cinematic Brand Intro Videos leverage AI to produce high-impact, Hollywood-style narratives of a company's story or achievements.

These tools utilize generative AI models to transform basic inputs—like a speaker's bio or a brand's key messages—into polished video content, a task that would typically require a team of graphic designers and video editors. By integrating this capability into its service offering, Encore is effectively lowering the barrier to high-quality content production for its clients.

The most transformative AI application, however, may be the integration of AI-powered captioning, transcription, and real-time translation. By integrating these features directly into its large-format video switching systems, Encore can deliver live captions to in-room displays or stream them to attendees' personal devices via a QR code, with the option for translation into multiple languages. This move dramatically expands accessibility for international audiences and the hearing-impaired, turning a complex logistical challenge into a seamless, integrated feature.

Democratizing Immersion at Scale

Creating a truly immersive, multi-sensory environment has long been the gold standard for high-stakes events, but it often came with a prohibitive price tag and technical complexity. Encore's strategy aims to democratize these experiences. The investment includes a major expansion of its LED display portfolio, ensuring that advanced LED wall technologies are no longer limited to the largest, highest-budget productions. From modular tiles for custom-shaped backdrops to portable meeting room displays, the goal is to provide scalable visual impact for a wider range of events and venues.

This is complemented by expanded capabilities in projection mapping and smart wireless LED solutions, which give designers greater creative freedom while enabling faster and cleaner builds. The emphasis on scalability is critical. By standardizing these technologies and training its global workforce of 13,000 technicians, Encore is building a system to deliver consistent, high-quality immersive experiences anywhere in its network.

"Our 2026 product roadmap is designed to make it easier and more exciting for customers and partners to create exceptional events," noted Matt Johnsen, Vice President of Product Management. This highlights a dual focus: providing advanced tools while ensuring they are practical and accessible enough for widespread adoption. The strategy is not just about owning the latest technology, but about building the human and logistical infrastructure to deploy it reliably at scale.

This dual investment in technology and talent creates a significant competitive advantage. While smaller, boutique firms may offer cutting-edge creative services, and competitors like Freeman offer their own broad range of solutions, Encore’s ability to combine a deeply integrated tech stack with a massive, expert workforce presents a formidable, holistic offering. The $100 million commitment is a strategic play to build a moat of innovation, ensuring that as the event landscape evolves, the company is not just a participant but a primary architect of its future.