Sesame Summit 2026 – application open

If Your Event Costs €50k, Stop Acting Like It’s a State Secret

Over the summer, I took on a task. A pretty straightforward ask from a high-profile, very technical startup. Get a list of must-attend tech and VC events, and make a recommendation. Super easy — find the events that matter and figure out which ones the founders should care about and invest their investors’ money on.

As a media nerd, I knew that events are something media outlets love to run these days — and that they offer a sweet spot of brand credibility, built-in audience and the all-important journalistic halo effect. So I asked a dozen or so media organisations for their packages, as well as a few of the well-known startup/VC-focused event businesses, expecting smooth sales pitches and crisp decks with all the information I needed.

Instead, I hit a wall. The only media organiser that gave me an acceptable experience was Reuters. They answered my questions, sent me clear information, and kept follow-up emails to a reasonable number. Nothing flashy, but professional, efficient, and good enough that I could make a case to the startup. For balance, I also asked Web Summit and they were equally helpful but not technically a publishing house, so I was using them as a benchmark.

Everyone else? Like pulling teeth. Without the laughing gas.

The ask is simple

I’m not looking for Coca-Cola’s secret formula or your credit card PIN. I’m not asking for your shoe size. My ask was so painfully simple:

  • What’s the cost?
  • What do I get for that investment?
  • What’s the ROI?

That’s all!

Generally speaking, if people are reaching out it’s because they know your event is important. We know your brand matters and it’s highly likely the right people will be in the room. Small anecdotes or data points on these help as it helps package the pitch for the decision-maker but ultimately, hard numbers and concrete deliverables speak louder than ecosystem fluff.

Sorry to be a cynic but a CEO (or worse, CFO) who is tangentially aware of your event doesn’t care about vibes or “community.” They care about cost versus ROI.

The pain points

So what was I punished with?

A chorus of “we’d love to set up a call to discuss options”. Translations: We’re hiding the price because it’ll make you wince. Sorry, I really don’t want to have a dozen or so 30 minute calls, but I’d really like the pricing up-front.

That was followed by an ocean of fluff instead of facts. “You’ll have exposure to leading investors.” Incredible! Do you have any anecdotes of promising startups or serious scale-ups acquiring capital after their partnership with you? Or did they just see their logo on a banner by the toilets?

Then came the endless follow-ups. My pithy, direct email fell into a week-long silence before being greeted with a vague answer which prompts another follow up. Multiply that by ten event organisers and suddenly my summer homework is Kafka-esque summer reading.

Remarkably, there was very little ROI framing. Very few decks gave me a clear way to explain the ROI to a time-poor, under pressure decision-maker. It’s galling to pitch a €50k sponsorship on the feels. That’s fine for buying a pair of shoes, not for this though.

The core of the events business is storytelling. But when it comes to selling their own events, it collapses into jargon and secrecy.

Why this matters

Look, this is absolutely a rant but there’s a bigger point here. Startups don’t have infinite budgets and resources are tight. Spend has to be justified, and tens of thousands on sponsorship need more than vibe.

When organizers can’t provide clarity, it wastes everyone’s time and damages brands. If you make buying from you hard, I’ll move on to someone else.

I love Reuters, but they’re not magically smarter than everyone else. They cleared the bar that few others could clear by answering basic questions.

Here’s the part where I hand you the answers, free of charge:

  1. Have a one-pager: Costs, deliverable, audience. Just the facts. If I can’t pitch it to a founder in under two minutes, you’re toast.
  2. Translate fluff into ROI. Sorry, but “Community” is not measurable. However, ten guaranteed investor meetings and two media mentions are.
  3. Make it easy to buy. Most inbound is from informed people and they’re not falling for your glossy photos, they are comparing numbers on a spreadsheet.

If Reuters and Web Summit can manage this, so can you.

So what now?

Marketing blurbs about igniting creativity and promoting connections are fine but tell me the cost and what I get. Otherwise it’s a moot point. Missions are important in startups but their spend is scrutinised by the board.

Help them with what matters first or you risk the impression that you’re just hosting an expensive party and hoping the right folks attend. It takes me three rounds of emails to understand the price, then I’m out. 

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London-based AI laboratory Ineffable Intelligence has emerged from stealth with a $1.1 billion seed round at a $5.1 billion post-money valuation, the company confirmed on 27 April 2026. The financing is the largest seed round ever raised by a European company and one of the largest first-money-in rounds in the global history of artificial intelligence. The round was co-led by Sequoia Capital and Lightspeed Venture Partners. Participating investors included Nvidia, DST Global, Index Ventures, Google, and the UK Sovereign AI Fund, the British government’s recently established vehicle for backing strategic AI capacity on home soil. A bet on a different path to general intelligence Ineffable Intelligence was founded in 2025 by David Silver, the former Vice President of Reinforcement Learning at Google DeepMind and the principal architect of AlphaGo, AlphaZero and AlphaStar. He is joined by three further DeepMind alumni: Wojciech Czarnecki, Lasse Espeholt and Junhyuk Oh. All four have spent the past decade at the frontier of reinforcement learning research, the discipline behind some of the most consequential demonstrations of machine learning over the past ten years. The company describes its objective as building a “superlearner” — an AI system capable of acquiring knowledge directly from its own experience rather than from human-generated text or imagery. “Our mission is to make first contact with superintelligence,” Silver said in a statement accompanying the launch. “We are creating a superlearner that discovers all knowledge from its own experience, from elementary motor skills through to profound intellectual breakthroughs.” The framing is a deliberate departure from the dominant industry trajectory. Most leading AI laboratories, including OpenAI, Anthropic and Google DeepMind itself, have built large language models trained primarily on the corpus of the internet, then refined that training with human feedback. Ineffable’s wager is that the marginal returns on scaling text-based pretraining are diminishing and that the next leap in capability will come from agents that learn endlessly from the consequences of their own actions, in much the same way AlphaZero learnt the game of Go without studying any human matches. Why $1.1 billion at seed The size of the round is unusual even by the inflated standards of the 2026 AI capital cycle. Two factors appear to explain it. First, frontier reinforcement learning at the scale Ineffable describes is computationally extraordinarily expensive: the company will need to operate vast simulation environments and train very large models against them, an undertaking that consumes capital at a rate closer to physical R&D than to traditional software. Second, the round signals a strategic move by Europe’s investor and policy ecosystems to retain the most ambitious AI researchers on the continent. The presence of the UK Sovereign AI Fund alongside Sequoia, Lightspeed and Nvidia is the clearest expression of that intent. The British government has publicly framed the investment as a bet on breakthrough AI that “can discover new knowledge”, positioning the country as a willing co-investor in domestic frontier laboratories. For Ineffable, the implication is access not only to capital but to compute, regulatory engagement and the still-resilient academic talent base around UCL, Oxford, Cambridge and Imperial. Founder pledge of historic scale Alongside the funding announcement, Silver disclosed that he is committing 100 per cent of any personal proceeds from his Ineffable equity to charity via the Founders Pledge network — described by the organisation as the largest pledge in its history. At the round’s $5.1 billion valuation, that commitment could ultimately exceed several billion dollars if the company succeeds. It is a meaningful gesture in a sector where the reputational stakes around concentrated AI wealth are escalating, and one likely to be referenced in subsequent founder-led commitments. Implications for the European AI landscape Ineffable’s emergence reshapes the European AI map in three concrete ways. It establishes London as the home of the continent’s largest-ever seed-stage company, complicating Paris’s recent narrative of frontier-AI primacy after Mistral’s earlier rounds. It validates a thesis — that reinforcement learning, not transformer scaling, is the next frontier — that has lately been losing capital share to language-model incumbents. And it confirms that the UK government is now willing to act as a balance-sheet co-investor in domestic AI laboratories, a posture much closer to the French model than to the predominantly grant-based regimes elsewhere in Europe. The execution risk is non-trivial. Reinforcement learning at frontier scale has historically required years of careful environment design before producing competitive systems, and Ineffable’s “first contact” framing sets a high bar against which it will be judged. But for now, with a billion dollars on the balance sheet, four of the discipline’s most accomplished researchers in the founding team and a sovereign co-investor at its back, Ineffable Intelligence is the most heavily resourced new entrant in the European AI cycle. Sesamers covers European fundraising rounds across deeptech, fintech and AI. Source: tech.eu.

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