AI at events: How artificial intelligence is changing the events industry

AI is the future, and the future is now. Here's why planners should be using artificial intelligence to maximise the effectiveness of their events.

Updated on 21 December 2022 • Written By Ellie Donnell

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AI at events: How artificial intelligence is changing the events industry

Did you know that event planners are using artificial intelligence to improve the impact and effectiveness of their events? Keep on reading to unpack exactly what AI is, why it’s beneficial as well as how to use it at your next event.

AI is a term that tends to carry futuristic connotations, but in reality, it’s being used around us all the time. Whether you use facial recognition to unlock your phone, or have ever asked a website chatbot a question, modern technology is being integrated more and more into our lives every day, to the point where we hardly even notice that we’re using it.


So, what exactly is AI? The term artificial intelligence refers to any computer, robot or other machine that is able to mimic and carry out the problem-solving capabilities of a human. It’s a form of technology that replaces human labour with a mechanical equivalent, which might sound kind of creepy, but can in fact carry many benefits.

When it comes to the events industry, AI is being used to enhance every step of the event planning process. From improving communication and creating a more personalised customer experience, to using AI for event data in order to enhance learnings, artificial intelligence can be a hugely valuable tool for planners looking to get the most out of their event.

So, if you’re interested in using AI for your event but aren’t quite sure where to start, or even whether it’s the right option for you, we’ve outlined all the key ways artificial intelligence can be used to improve your event right here. You might find that some of the below aren’t suited to your personal needs, and that’s totally fine. Even utilising AI for event management in just one small capacity can have a huge impact. Here’s why you should consider using it if you want to stay ahead of the curve.

More personalised events

We live in a world where people want and expect personalised experiences now more than ever. And who can blame them? From targeted advertising to curated Spotify playlists, our data is being harvested all the time in order to feed us the most relevant content possible. The same logic applies to events.

AI can be used to figure out exactly what people want from an event based on key personal information. For example, smart registration systems that take into account things like geographical location, age, interests and reasons for attending an event can help inform an event planner's approach, from content curation to product recommendations.

No longer will organisers have to guess what works.

Increased levels of engagement

Better personalisation is likely to result in higher levels of engagement. Event planners who are able to create tailored, interactive experiences as well as better networking opportunities are much more likely to see increased engagement.

This can be measured in a variety of ways, but higher attendance, more meaningful conversations generated and increased respondent feedback are all examples of customer engagement.

Better marketing strategies

Getting people to attend your event in the first place is a major hurdle for some, but AI can make it that much easier by providing useful insights into your target audience. From optimising marketing messaging and social media strategies, to identifying trends that fit with your campaign, AI technology allows marketing teams to work more efficiently.

More networking opportunities

If you’re hosting a networking event, then AI is a crucial tool that can benefit both the host and the attendees. In fact, many people attend events for the sole purpose of meeting meaningful contacts in their industry, so ensuring that relevant people are in attendance is crucial.

For hosts, using AI to better understand your audience allows you to tailor your marketing messaging, adjust the types of sessions you host, encourage more meaningful conversations and even distribute personalised lists of like-minded people to connect with. Therefore, you might like to consider using a form of matchmaking software to ensure the right people are talking to each other.

People talking

From an attendee perspective, it can be quite daunting turning up to an event and not knowing who anyone is! Having information about guests from the get-go makes striking up conversations and speaking to relevant people much more accessible. 

Improved communication

Chatbots are a popular form of AI that are increasingly being utilised by event planners. Although they certainly have their limits, chatbots can be useful at answering simple FAQs for attendees before an event. Things like: when does the event start? Will there be food at the event? How do I book a session? This can help free up time for event organisers who can then divert their attention to more important things.

Another way AI can help improve communication is by removing language barriers at events. Translation programmes might not be flawless, but they go a huge way to encouraging a more diverse range of people to attend your event, and eliminate the need for a translator in some instances, too.

Reduced costs

Using AI reduces the need to employ a human to do the same job, which can be hugely beneficial if budget is a limiting factor for you. It might seem slightly counterintuitive removing the need for human interaction at an event, which are occasions arguably built on people and conversations, but AI simply allows you to focus on the roles you absolutely need people for, while giving you more time to create the best possible experience for your guests. It also helps to increase efficiency and reduce workload in one fell swoop.

Better feedback and analysis

Ultimately, AI allows event planners to collect a substantial and diverse array of data to better understand the impact of their event. Data collected from registration forms, chatbots and feedback surveys can be hugely significant in helping planners to identify trends, measure the effectiveness of marketing campaigns and optimise for future events. More data means better learnings for next time, so you can constantly improve your events to cater for the needs of your audience.

Audio-visual equipment is another tool that event organisers should be using. Read our guide to AV equipment - which includes an easy check list so you don't miss anything. 

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