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Event technology has become the backbone of modern-day events. It has revolutionized how we plan, organize and execute meetings and events. Open any meeting industry publication, company newsletter, blog, podcast, webinar or social media post, and you will find a trail of information about how meeting planners should trust artificial intelligence [AI].

Each story aims to understand and explore AI and machine learning [ML], however intricate. After all, we’re in the era of data-driven decision making, and the world of data visualization is undergoing a revolutionary transformation. The meeting industry at large has been told this is a technology that works, fueling the ongoing AI frenzy.

But, as excitement about AI reaches new heights, it also raises an important question: What exactly is AI, and now is it transforming how planners work and attendees experience events?

“Artificial intelligence or AI is a branch of computer science that aims to create systems capable of performing tasks that typically require human intelligence,” says Angel Vossough, co-founder & CEO, BetterAI, an AI company focusing on search and recommendation based in Incline Village, NV.

“These tasks include learning, reasoning, problem-solving and making decisions. AI systems can learn from the data provided and perform tasks by processing large amounts of information quickly and accurately.”

Imagine you’re planning an event for your friends and family. You know their favorite foods, music, drink and activities, so you plan accordingly. That’s essentially what AI can do for larger-scale meetings and event planning.

While a common misconception is that AI is solely about machine learning, this is just one aspect of a much broader field. AI encompasses many technologies requiring specialized hardware and software designed to develop and train machine learning models.

“This distinction is crucial for understanding AI’s full scope and potential,” explains Ross Borden, CEO of Matador Network, the largest independent online travel publisher, which launched the free AI travel assistant GuideGeek last year.

“The recent surge in the popularity of generative AI marks a significant milestone in the field. This branch of AI spans various applications, including creating text, images, voices and videos. These examples represent just a glimpse into the vast potential of AI, demonstrating how it can be harnessed for innovative and creative purposes,” says Borden.

This expansion of AI capabilities showcases its versatility and highlights the evolving nature of technology, continuously opening new frontiers for exploration and application. According to Borden, we are currently at the beginning stages of understanding and utilizing this groundbreaking technology, with its full range of applications still unfolding. This era marks the start of a journey where the use cases for generative AI continually evolve, paving the way for innovations that were once considered the realm of science fiction.

Everyone knows AI and ML have tremendous power and potential opportunities for the industry. And while there is a unanimous consensus, today’s influx of information and the escalating complexity of data demand requires cutting-edge tools to keep pace. But at what cost?

Most event companies, high-level decision makers and professional event planners have resisted these emerging technologies, saying that AI, while offering productivity boosts and the potential for personalized experiences, also raises ethical concerns. Namely, it has the potential to displace their jobs. And perhaps they’re not wrong.

However, at the 2024 PCMA Convening Leaders convention last month, where attendees were challenged to think bigger, bolder and better, a key takeaway of the opening session was that AI will not take our jobs, but someone who uses AI will. “So, experiment with it now,” urged Mo Gawdat, former chief business officer of GoogleX.

Others in the industry have been more open about it and have begun to adapt to and adopt AI’s new capabilities. And yes, companies like Mondee, the booking platform for travel professionals, have already cut 15 jobs from their marketing team, including its chief marketing officer, replacing them with AI and contract workers from India.

For those who are jumping in on the bandwagon, how exactly is AI revolutionizing their meetings and events landscape? The possibilities are expanding rapidly, from event registration and ticketing platforms to event apps, live streaming tools and virtual reality experiences.

“For meetings and events, AI allows us to offer precise, hyper-personalized content tailored to each person. It also means that during the planning and design process, we can be more efficient with our time as AI can deliver a better understanding of our target audience and what they’re likely to want to know about,” says Nick Fagan, creative technologist at The Special Event Company and DRPG Group.

“AI can also help us sift through vast data sets effortlessly. While humans might miss trends in large data fields, AI occasionally catches them. Then, humans can step in to analyze relevance and decide how to act on those insights. This synergy between AI and human intelligence makes us more efficient and ensures our approach to events is centered on the audience.”

AI Tools in Meetings/Events

Overall, what most planners are seeing is a fundamental shift toward the adoption of AI in meetings and events, not as a replacement for planners, but as a powerful assistant/companion. AI gives them back the time normally spent on tedious, repetitive tasks — from destination, dates and venue research, to content creation for event marketing, and even intelligent event-specific chatbots that can be pre-loaded with human expert knowledge for questions during an event.

“For the past year or so, AI has been a buzzword and has been sometimes brushed off as mere hype,” says Junior Collins, global account executive with Conference Direct in Miami, FL. “This is not the case in 2024,” he says. “The special motivation here is speed of thought, execution and human adoption at the speed of the internet.”

Collins uses Bing Co-pilot, which has GPT-4 — the latest version of ChatGPT — for event destination research, event dates research, event venue research and content ideas. He also uses DALL-E for image creation to supplement any social media posts needing a visual aid. Both are integrated into the Microsoft Edge browser and are free to use.

AI can significantly increase the performance of event planners, who must be well-organized and collect data about attendees. “Intelligent registration systems can segment attendees to tailor activities, while AI-powered chatbots offer instant support, handling FAQs and providing real-time information,” explains Vossough.

“AI recommendation systems in large conferences can be used to recommend relevant sessions, networking opportunities and even personalized content based on individual preferences. For example, at VinoVoss, we’re applying similar AI principles to enhance wine discovery to provide personalized wine recommendations based on customers’ taste profiles and preferences to increase customer satisfaction and engagement,” she says.

AI-powered platforms like Eventbrite Insights or Cvent Attendee Hub can help with various event planners’ needs, such as registration forms to capture demographics, interests and preferences; collect feedback; understand attendee sentiment and analyze online interactions.

These platforms then translate this data into actionable insights, helping planners understand attendee demographics like age, location, job, as well as online session preferences and engagement levels. This can help determine which event types drew the most interaction, what content resonated, etc. With these insights, planners can make data-driven decisions for better event design, from personalized content to optimized schedules.

“Attendees are the heart of great experiences,” says Fagan. “For professional planners looking to leverage AI tools, understanding their audience is paramount. It’s always been the secret sauce for top-notch events. Now AI improves communication pre-, during, and post-event, helping us understand and serve our audience better. Armed with this insight, planners can streamline planning, review processes and offer the right experiences to the right people.”

Additionally, says Joe Fijol, principal, Ethos Event Collective in Chicago, IL, “The utilization of AI in event planning presents a transformative opportunity. Planners can harness AI to gather and scrutinize data, equipping them with the remarkable ability to identify patterns in real time instantly. This capability is a ‘superpower,’ revolutionizing how planners interpret and respond to evolving event dynamics.”

For planners and attendees traveling to various destinations, GuideGeek is an AI travel tool that helps find activities on the fly in an area. It can encourage attendees to ask AI spur-of-the-moment questions such as, “What are some attractions in Tucson that are open after 7 p.m.?” or “What are some local craft breweries near the Oregon Convention Center?”

“Since 75% of business travelers either have used AI to assist with travel or plan to, event attendees are likely to respond positively to the suggestion that they can use an AI tool to get local recommendations,” says Borden. “While organization is certainly key, one advantage of AI is that it can be open-ended, providing opportunities to learn more about your attendees.

“Matador Network has created custom versions of GuideGeek for DMOs (destination marketing organizations) to engage with travelers specifically interested in their city, state or country. While travelers get information about the location quickly, the DMO also gets information about attendees’ interests and concerns. Event planners that provide a chat-based AI tool for their attendees may glean unexpected insights from conversation trends.”

There’s also a range of paths to explore when tackling tasks, like seating layouts, by factoring in elements such as attendee choices, traffic trends and past data, including one that helps with landing pages, personalized emails, session descriptions and speaker bios.

Not every solution fits every scenario, says Fagan. “It’s crucial to grasp the array of available tools and keep ahead of all the obstacles that come with AI technologies. I reckon it’s not about finding one tool for every job, but a supplier offering a toolkit tailored to diverse needs. Understanding the landscape and sifting through relevant, accurate info is key. That’s where we step in for our clients, keeping them informed and equipped with all the right tools.”

From Sci-Fi to the Event Stage

At a recent industry conference, the speaker discussed topics such as generative art, AI techniques and the future of immersive events. The highlight was a live visual installation demonstrating how art can be created through sound and movement. This showcase illustrated how different visual presentations can be integrated into events — whether as a standalone activation or as a fully immersive experience.

“AI techniques are pushing the boundaries by creating experiences that were once confined to science fiction,” explains Vossough. “A live visual installation is a prime example of how AI can be used to create art through sound and movement, adding a unique and engaging element to events, offering attendees a blend of creativity and technology that enhances their experience.”

The latest AI gadgets in event production and design, such as AI-powered lighting systems, sound systems and interactive displays, also help attendees explore information, answer questions and even contribute to an event in real time. This can redefine the future of events by creating more engaging and personalized experiences.

“AI can play a significant role in enhancing the visual elements of meetings and events,” adds Vossough, who says it can also help create realistic and interactive visual presentations to make these events more engaging and informative.

“The convergence of AI, VR/AR and holograms can revolutionize how companies communicate with stakeholders,” she says. “They can use VR for their training sessions based on individual learning styles, creating a more impactful and engaging training experience,” she continues. “Imagine holograms presenting complex financial products with AI-powered data visualization and personalized features. However, ethical considerations remain crucial. Transparency about data usage and responsible development of AI experiences are critical.”

The potential applications of AI in event management are truly remarkable, and the meetings industry is just beginning to scratch the surface of what’s possible. “One notable innovation is a camera system equipped with advanced AI capabilities, strategically placed within various areas of an event,” adds Fijol. “This system doesn’t just count the number of attendees in a given area but delves much deeper. By analyzing interactions and behaviors, the AI provides a comprehensive view of the event’s dynamics.”

For example, it can gauge crowd density and movement, offering crucial insights for crowd management and safety. This is essential not just for comfort but also for emergency response planning. Moreover, the system can analyze real-time sentiment, interpreting facial expressions and body language to understand attendees’ moods and engagement levels. “This feedback is invaluable for event organizers to understand what aspects resonate with the audience.”

Rethinking Event Strategies

Staffing shortages, planner burnout, deteriorating mental health, lack of work-life balance, training and professional development are some of the challenges facing the meeting industry today. Collins believes AI can help solve some of these basic but fundamental problems.

“The most obvious is time spent or not spent,” he says. “We spent too much time on draining tasks because we could not automate them. We don’t spend enough time prioritizing self-care, tending to our customer needs, or focusing on creativity. Now, we can use AI for those tasks that bog us down and spend the time gained more productively.”

Fagan agrees, as he has seen the latest AI gadgets in event production and design redefine the future of events. “To a degree, we’ve already seen events change and grow with the use of AI. We’ve started the journey. AI enables content to become more relevant to the individuals, and engagement and retention go through the roof. That makes time spent at events more valuable for everyone as you can get your point across when it matters and to the people it matters to. Your attendees, too, know they’ll get information relevant to them. Undoubtedly, AI will revolutionize events, transforming how we communicate. Yet, the core message remains key among the tools we can use to communicate more effectively. And to me, that’s where we need to employ some human expertise.”

As the CEO of an AI company focusing on search and recommendation, Vossough sees endless opportunities for AI to transform event experiences and drive innovation more broadly in the industry.

“For example, in addition to directly enhancing consumer experiences, AI can optimize logistics on the backend to reduce waste and energy consumption and minimize carbon footprints, meeting growing demands for sustainable business practices in all sectors,” she says.

Fagan goes even deeper, emphasizing the significance of those who are implementing AI strategies in the events industry. “It’s fast becoming a standard tool we need to leverage to deliver our audiences the best experiences. It’s true to say that, at the moment, AI isn’t directly replacing individuals at a large scale in our industry, but individuals who use AI are better empowered. Used well, it boosts our capabilities to new heights, and I think that’s something we should all be aiming for.”

While disruption was the name of the game in 2023, it’s clear that this year’s disruptors are largely positive for event planners — like AI, which will help the meetings industry identify, reach and attract new audiences to their meetings and events.

Collins says it best: “Imagine running a meeting or an event without the internet. That is quite unimaginable in 2024. I believe very soon, the same will be true for AI.” I&FMM