Should we prepare for artificial intelligence (AI) – technology that enables computers and machines to simulate human intelligence – to have a significant impact on event management?
AI technology can process huge amounts of data, spot patterns and make decisions. For a global industry forecast to reach $1171.3 billion by 2032, the development of AI technology and its integration into the events industry could really help event managers streamline processes.
“Because the industry is so varied, organisations can adapt and implement AI in various situations. As AI technology continues to develop, I am excited about how it can be tailored to support different events,” Reed & Mackay Product Manager James Whitsun-Jones says.
So where will AI impact events as it develops?
Clearer audience engagement
Event delegates provide a huge amount of data. AI can analyse this information and suggest tailored session recommendations or networking activities based on their interests.
“As AI technology evolves, it will be possible to gather user information and provide tailored solutions to each attendee. This will allow better understanding to deliver an enhanced experience,” Whitsun-Jones says.
However, with anything AI, make sure you test and test again. The best implementations of AI are those that provide a seamless experience and are invisible to attendees. It’s important AI is an enabler and not a hindrance, so consider how your attendees will find the event experience.
Feedback insights and analysis
Reviewing post-event feedback and historic event performance is a time-consuming process. AI can analyse data from different sources to find trends, areas to improve, and make suggestions for your target audience. Collating this feedback and capturing it in a concise report allows for efficient reviewing of services.
Cost savings in events
AI technology can deliver cost savings by automating tasks that humans previously completed. Analysis of historic spending and resource allocation can allow event organisers to make more informed decisions and minimise unnecessary expenditure.
“The development of AI-powered chatbots has had a huge impact on the corporate events industry. They are an example of where cost savings can be made,” Whitsun-Jones explains. “They provide support 24/7 to help attendees with all the information they need for a successful event, which cuts back on the need for a large customer service team.”
However, Reed & Mackay General Manager Events EMEA Kirsty Tod believes on-the-ground support from an events agency remains crucial. “While AI can assist in monitoring attendee tracking and technical troubleshooting, there are limitations to the technology,” Tod says. “It’s important humans are on hand to provide quick and personalised solutions to any unexpected challenges. And a collaborative approach is vital to ensure events run smoothly, bringing together the benefits of AI and human interaction.”
Networking opportunities
Networking is one of the key reasons people attend corporate events. AI can analyse attendee profiles and interests in advance to provide a list of relevant connections. This can be used to facilitate introductions and meetings, maximising networking opportunities.
Tod reiterates the importance of finding a balance with AI. “Events are about bringing people together. While AI can be used to initiate connections and conversations, the human touch is still essential. AI technology can handle certain tasks more efficiently; however, it lacks the creativity and emotional intelligence needed for some tasks.”
Content creation
When faced with multiple tasks, creating content for event promotion can take extra time planners may not have. AI writing assistants can help event organisers kickstart their copy or provide a new perspective to spark an idea for blog posts or social media posts.
Once again, event planners should err on the side of caution and not rely solely on AI content creation tools. Consider it as a starting point and not take AI-generated content at face value.
With AI, distinctions between plagiarism and original content can be blurred. There’s a chance content produced may have been gathered or scraped from other sources. Plus, it won’t incorporate your brand’s tone of voice.
So, if you are using AI for content creation, make sure you review, amend and edit before you hit publish.
AI is a technology development that is here to stay. As it takes more prevalence in the meetings and events industry, it’s clear that while it can bring benefits for attendees and event planners alike, it needs to be carefully handled in order to ensure it remains a positive factor in delivering seamless experiences for users while still supporting and properly representing brands.
Did you know…?
The European Parliament adopted the Artificial Intelligence Act on 13 March 2024, providing safeguards on general purpose AI.
Staying informed on the regulations, for any organisations using AI in the EU, is essential.
