Recently I had the opportunity to attend Google Cloud Next (GCN), which holds a very special place in my heart. I was the executive producer for Next in its first three years of inception, and in 2017, I led the event onsite while eight months pregnant with my son, Jack, who turned 8 this month.   

This time, I showed up to support my client, Windsurf (formerly Codeium) and since I wasn’t responsible for running the entire event, I had time to really observe the event as an attendee and share my insights. 

Held April 9-11 at Mandalay Bay Convention Center, Google Cloud Next stands apart from other industry conferences in many ways, from its exceptional branding to its focus on experiential learning. In this commentary, I’ll break down what made this event special, what worked well, and my recommendations for areas of opportunity and improvement. 

What Makes Google Cloud Next Unique 

Google Cloud Next isn't just another tech conference—it really is an immersive brand experience that showcases Google's trademark innovation and design excellence. I remember partnering with the Head of Brand on the GCN experience to make sure we always showed up in a way that was both “mature” so we’d be taken seriously as a true Cloud leader, but also in a way that brought a clever “wink and a nod” to the experience in the traditional Google way. Unlike many corporate events that feel interchangeable (and often dreadful), Next creates a distinct atmosphere that perfectly embodies Google's identity: elegant yet playful, intelligent yet humble, creative and vibrant and helpful. 

I remember learning while working at Google that most people identify “Google” with the word “helpful,” so we built this into all of our events and experiences making sure that they became the physical representation of Google IRL. Pro Tip: Ask yourself what your company stands for and then brainstorm how to bake this into your events, whether it’s edgy, quirky, brilliant, bold, or buttoned up. 

What truly sets Next apart experientially is how it transforms complex cloud technology into tangible, interactive experiences. Rather than just talking about their products, Google demonstrates them through engaging exhibits (like an Ai Escape room!) that make abstract concepts accessible and memorable. 

What Google Did Well 

Seamless Registration & Helpful Staff: The registration process was exceptionally smooth with minimal lines, with a satellite registration strategically positioned at the airport for convenience. Every staff member I encountered provided useful and accurate information—a small detail that makes a huge difference in the overall experience. The whole registration took me less than five minutes. 

Powerful Digital Experience: The conference app was genuinely useful and user friendly, just like Google—allowing attendees to stream keynotes and sessions in high quality directly from their phones (Fun fact: the keynote was evacuated for a security alert just before I was going to enter, so I went back to my room and live-streamed it instead!). The QR codes placed throughout the airport and venue for easy app download was a smart touch that simplified onboarding, and unlike some apps, it only took me about two minutes to get the app up and running. The attendee feature was helpful for our sales team to message and connect with key prospects at the event and since the app was made available on April 4, we had time to use it as such. 

Experiential Learning Everywhere: Google excelled at showcasing their cloud capabilities through interactive experiences like: 

• AI photo booth that demonstrated Google’s image processing technology 
• Gemini Basketball experience where you shot hoops and then Gemini analyzed your shot on screen 
• A strollable garden featuring Google's partners, creating a more relaxed networking environment 
• Museum of Artifacts featuring Etsy products, connecting cloud technology to tangible business outcomes 

Outstanding branding and signage: Google's branding was, as expected, visually stunning and consistent throughout, including: 

• Comprehensive airport branding that created excitement upon arrival 
• Branded key cards and taxis that reinforced the event identity 
• Window clings and environmental graphics that transformed spaces into a colorful Google space that really helped perk up the sad casino atmosphere. 
• Strategic customer spotlights featuring success stories from companies like Etsy and Shopify throughout the entire venue 

Key Observations 

Rather than having multiple keynotes (throughout the day and on multiple days), Google Cloud Next now only had a single morning keynote for the general audience. Google Cloud CEO Thomas Kurian was focused and impactful. There were also a number of pre-recorded segments featuring high-profile speakers like Marc Benioff and Deutsche Bank representatives. The keynote opened with a virtual DJ/AI experience that got the energy and hype up, and then a really cool motion-graphic countdown that worked well for the virtual livestream, as well. 

Security was exceptionally tight—I've never seen such extensive security detail at a tech conference. While possibly responding to a specific threat, it conveyed the message that Google hosts important people and values safety. 

The Executive Summit (Leader’s Circle) started a day early—a smart strategy that gave VIPs a more exclusive experience and sneak peek before the main crowds arrived. 

The decision to host the Leaders Circle/CIO Summit at the neighboring Four Seasons hotel was brilliant, providing executives with upgraded space away from the congestion. 

Branded Experiences

Google Cloud Next excels at creating a branded experience that showcases technology in tangible, engaging ways. While there are opportunities to improve basic comfort and convenience factors, the event successfully balances innovation with accessibility.  

For companies planning to sponsor or attend future events, the key takeaway is clear: In a world of information and tech overload, creating memorable experiences focused on the attendee is what truly differentiates your brand. 

What event experiences have stood out to you recently? I'd love to hear your thoughts. 

Read Gaudini’s full review here.