- Acquisition details. Cvent announces the acquisition of Goldcast to add AI-powered video capabilities to its event marketing portfolio.
- Platform integration. The combined offering links event execution with automated video creation, distribution and analytics.
- Operational implications. The deal reflects growing demand for tools that extend the value of events across digital marketing and sales channels.
Cvent is betting that the future of event marketing lies in automated video content creation.The company announced Dec. 15 its acquisition of Goldcast, a video content platform for B2B webinars and events. The deal combines Cvent’s approximately 30,000-customer base with Goldcast’s AI-powered video creation tools, enabling marketers to transform live events into video content for multiple channels.
The integrated platform will allow marketing teams to execute webinars and events, then immediately repurpose footage for web, email, social and sales activation. The acquisition addresses growing pressure on marketers to extend event value as buying journeys become increasingly digital and video-led, according to company officials.
Video Marketing Means Personalised Conversions
By combining Cvent’s trusted enterprise platform with Goldcast’s AI-powered video innovation, we’re creating a future-ready solution for marketers. Together we’ll put same‑day, on‑brand video in more marketers’ hands — so they can publish, personalise and enable sales faster, and keep winning the mindshare of their audiences.
– Palash Soni, CEO & co-founder
Goldcast
Cvent-Goldcast Platform Capabilities at a Glance
The combined Cvent–Goldcast platform brings event execution, AI-powered video production and performance analytics into a single marketing workflow.
| Capability | Description |
|---|---|
| Unified platform | Event management, analytics and video creation delivered within one integrated system. |
| AI video workflows | Automated creation of video clips, summaries and captions directly from live and virtual events. |
| Multi-channel distribution | Repurposing event content for web, email, social media and sales enablement channels. |
| Content libraries | Conversion of events into searchable, reusable video repositories for ongoing marketing use. |
| Integrated analytics | Unified view of event performance and video engagement metrics to inform optimisation. |
A Human-Led, AI-Powered Vision for Event-Led Growth
At Cvent CONNECT Europe in October, CEO and Founder Reggie Aggarwal outlined a future for events that blends human connection with AI-powered scale, positioning marketing-led events as a core growth engine for modern organisations.
Speaking to thousands of industry professionals, Aggarwal framed events as one of the few remaining places where brands can create durable relationships and measurable business impact. In a digital-first environment shaped by economic uncertainty and geopolitical pressure, he emphasised that in-person and hybrid events continue to deliver strong ROI precisely because they foster trust, community and shared experience.
Artificial intelligence featured prominently in Aggarwal’s vision, which he described as a productivity force multiplier rather than a replacement for human creativity. He introduced CventIQ™, a collection of intelligence capabilities embedded across the platform, designed to automate operational tasks while preserving the strategic and relational work that defines successful events. New capabilities include live session transcription and insights, AI-assisted hotel RFP responses and generative 3D event design tools.
Aggarwal also highlighted the rise of Event-Led Growth (ELG), a go-to-market approach that places events at the center of customer acquisition, engagement and revenue. To support this shift, Cvent has expanded offerings such as Cvent Essentials for repeatable, small-format events and continued enhancements to its webinar platform to better engage video-first audiences. Together, these investments reflect a broader strategy to help marketers turn events into scalable, omnichannel growth assets.
Goldcast Sharpens Its Agentic Video Strategy for 2026
In a December product update, Goldcast outlined a clear shift from AI-assisted video production to fully agentic workflows, positioning video as a scalable growth engine rather than a tactical content channel.
The company’s 2025 roadmap centers on outcome-driven creation, where marketers define intent and AI agents execute multi-step editing, packaging and distribution. New capabilities emphasise turning video libraries into “editorial brains” that proactively surface, bundle and adapt content across channels, reducing the need for manual production and coordination.
Measurement is equally central to the strategy. Goldcast is doubling down on account-level video intelligence, tying consumption signals directly to CRM systems so sales and marketing teams can connect video engagement to pipeline impact. Together, these updates signal Goldcast’s ambition to help lean teams orchestrate video-led growth at scale as buying journeys become more selective and video-driven.
AI Integration Changes Marketing Operations
Organisations are embedding AI-powered analytics and automation into marketing operations at scale, fundamentally changing how companies pursue effectiveness and efficiency.
Sixty percent of marketers now use AI daily, with nearly one in five departments allocating 40% or more of their budgets to AI initiatives. Organisations deploying AI-powered analytics reported up to 25% increases in customer satisfaction alongside significant cost reductions.
More recently, 21% of organisations using generative AI have fundamentally redesigned at least some workflows to accommodate these capabilities.
Strategic Capabilities Driving Adoption
Dynamic Personalisation and Engagement
AI enables real-time content adaptation based on individual behavior, moving beyond static segmentation. AI agents integrated with marketing automation can adjust campaigns faster and optimise content strategies based on performance trends.
Scalable Customer Journey Orchestration
Organisations are extending automation beyond basic triggered messages to comprehensive customer journey management. The combination of automation’s consistency with AI’s dynamic capabilities enables live, in-journey updates based on real-time data.
Enhanced Decision-Making Velocity
AI-driven analytics reduce uncertainty in campaign optimisation through A/B testing insights and real-time performance tracking.
Implementation Challenges Persist
Despite significant investment, less than 1% of organisations have reached AI maturity. The primary obstacle is choice overload — marketers face dosens of potential entry points across content generation, personalisation engines, analytics platforms and automation tools.
Most vendors now support API-first approaches to accommodate headless and composable architectures, enabling AI capabilities to integrate across marketing technology stacks.
Over 50% of marketers plan to increase AI spending, suggesting continued momentum. Success increasingly depends on strategic sequencing rather than tool proliferation.
Written by Dom Nicastro for CMSWire and published 15th December 2025. SOURCE
