The sweet smell of stadium grass, the palpable energy in the air, the sounds of people chanting and singing—these idiosyncrasies help make each event memorable. While AI can personalise content, it can’t duplicate the near-transcendent feeling created when people gather in a shared space. Despite the allure of digital stadiums crafted by metaverse architects, the physical arena will remain the epicentre of live events. The pandemic seemed to confirm this, with live events making a resounding comeback as soon as restrictions were lifted. Digital platforms offer intriguing possibilities for fans who are unable to attend live events. But they will never be a replacement for the real thing. Hybrid events that combine in-person and virtual experiences are emerging as a compromise. They expand accessibility while preserving the essence of live participation. For us, the solution is to thoughtfully blend AI-powered and other technological innovations while keeping the focus on the action inside a stadium or arena. Venues should remain a blank canvas that should be easily adapted and personalised to differing uses and formats. While VR and AR can supplement that in-venue experience, they can’t replicate the collective energy of thousands of people gathered to experience an event together. If integrated with care, however, AI’s emerging abilities to enhance live events can help preserve that magic.