By 2026, 90% online content could be AI-generated. Already, three-quarters of new webpages include AI-content. Combine that with AI automated sales emails and LinkedIn messages, and standing out online is only getting harder.
It’s conflicting for founders. AI streamlines operations and accelerates growth but it also makes digital interactions increasingly saturated, predictable, and impersonal.
When everyone has the same tools at their disposal, you need to rethink how to cut through and get your product noticed. Forward-thinking SaaS and AI founders are going back to basics and prioritising face-to-face connections as a way to drive growth.
At SaaStock, we see this trend first-hand. In this post, we’ll break down what we’re hearing from AI and SaaS founders and share our advice for using events as your key differentiator.
Three reasons in-person connection matters more in the AI era
- AI noise is getting louder, your prospects are fatigued
Despite it feeling like AI has been around forever, we’re still in the early stages of adoption. New tools, new technology, and new users mean our feeds are flooded with opinions on what we should all be doing, AI slop, and bots filling the comment section.
Even personalisation techniques that used to drive results are not getting ignored. As Jen Igartua (GoNimbly CEO) put it:
“In the past, if you emailed me and mentioned my college, I’d think ‘wow, you know me’. Now, you’re getting deleted.”
- Buying journeys are changing
AI is changing the way buyers search for solutions and it’s breaking the funnel. 60% of Google searches already end without a click and LLMs are handling queries directly.
Now, marketing teams are faced with the challenge of making sure your brand appears in these new search channels (including Google AI overview) and finding new and more direct ways to connect with your users.
- Automation creates time for connections
Smart founders and GTM leaders are using AI to handle repetitive tasks. The ones that keep SDRs away from selling, marketers away from creative campaigns, and founders away from investors.
With AI taking care of admin, finding solid customer insights, and delivering accurate business data, you and your employees can focus on building real trust and connections. That means getting in front of customers, prospects, and investors to build relationships that you can’t replicate on zoom.
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Turning events into growth engines
Showing up in person is one thing. Turning those interactions into real business outcomes is another. Here are three ways founders can use events to fuel growth:
Build a brand people remember
A brand is more than a logo or website, it’s how people feel after they interact with you. Use being in-person to create that feeling in real-time. Listen to customer challenges, share learnings, and create an experience.
Think beyond just attending an event. Host a dinner, join a roundtable, let your marketing deliver memorable activations that will get people talking.
Build trust in a skeptical market
As people start to question everything they read and watch online, events are the best way for the industry to get to know the humans behind your company.
Brief your team and make sure everyone is aligned. Showcase your expertise, show that you really care about the problem you’re solving, and demonstrate your knowledge without expecting anything in return.
Most importantly, be authentic. As RB2B’s Adam Robinson says: “If you’re just willing to be human, it will cut through the noise.”
Stay ahead of the curve
Changes in the industry are non-stop right now. And the stakes are high. Founders can either keep up or get left behind.
Events are your chance to see what’s actually working directly from the founders, investors, and GTM leaders who are leading the way. It’s a way to learn, benchmark, and adapt faster than your competitors.
SaaStock Europe: Where AI meets ARR (14-15 October, RDS Dublin)
This October, SaaStock Europe will bring together 4,500 AI and SaaS founders, leaders, and investors for two days of learning, networking, and growth. From keynotes by leaders at HubSpot, OpenAI, and Lovable to the largest 1:1 meetings programme in the industry, it’s where the future is being built.
Don’t miss your chance to be in the room, and connect with the people who can help move your business forward in 2026.
