T here’s no escaping it: AI is here. Even if you haven’t taken the leap and experimented with it yet, you’ve likely found yourself amid several conversations on the subject. With so much information out there, it can be confusing to know where to start. But not to worry—we're here to help! Welcome to the Special Events crash course in using AI in the events industry. With the sheer volume of information available, this will not be a comprehensive guide. There will always be new pieces of the conversation (register for Catersource + The Special Event 2025 in Fort Lauderdale, FL from February 24-27 to hear the latest on the subject). Instead, this overview will acquaint you with what is available and how to get started. Let’s begin! AI: What is it? Artificial Intelligence (AI), in the simplest terms, is technology that allows computers to process information similarly to the human brain. There are several main types of AI which falls into one of two categories: traditional verses generative AI. Examples of traditional AI include predictive text, voice assistants, and recommendation engines, whereas generative AI includes chatbots, language translation, and content creation. Pros & cons There are several pros to using AI in events and event companies. According to Eventscase , these include enhanced personalization, optimization of logistics, improved attendee experience, and predictive analytics. 6Connex adds to that list with improved efficiency, dynamic content creation and delivery, enhanced sponsorship and partnership opportunities, better accessibility and inclusivity, and post-event analysis and feedback. “AI can go through data to look for trends much faster than a human,” says Doug Baird, President of event software company RainFocus. “This allows for real- time analysis during hybrid events to immediately enact changes that boost engagement.”
Having faster processing, Baird points out, ultimately saves event pros loads of time. “AI is going to save event marketers an incredible amount of time as they begin to implement it into more and more processes. For example, precious time spent crunching data, pulling trends, writing personalized messages, answering questions, etc. will be minimized. This time can instead be put into tasks that require more strategic thinking and in-person action.” Of course, nothing is perfect, and there are valid reasons some pros feel a sense of hesitation around incorporating this technology. Beside the vague sense of dystopian doom, there are concerns around data privacy, misinformation, even fake or misleading events—who can forget the Wonka Experience disaster back in March? Then of course there are copyright concerns, worries about unrealistic expectations from clients, lack of originality, and even apprehension around the possibility of AI reinforcing social biases with algorithm-generated sessions, speaker suggestions, and other event factors. Not to worry, however. “Events are one of the lowest risk industries because they are about bringing people together and facilitating human interactions,” explained Panos Moutafis, CEO of Zenus, in an article for DAHLIA+Agency . “The nature of the applications in general are less disposed to ethical issues.” Moutafis also noted that the events industry “tends to adopt technology reservedly and with a lot of supervision, which also reduces the potential for things to go wrong.” The options are endless When it comes to incorporating AI into events and events businesses, the options truly seem endless. There are countless ways to implement the ever-increasing number of AI tools, which—while exciting—can be overwhelming, especially for an event pro with a lot on their plate. Of course, the first step to any change is being aware, so it can be helpful to know just what AI is capable of in the event realm. From beginning to end, there are opportunities to implement AI into the life of an event. Registration and ticketing processes can be automated, for starters, and real-time support in the form of chatboxes can improve the attendee experience. AI can help craft speaker bios and intros, form panel questions, create event
13
SPECIAL EVENTS FALL 2024
Powered by FlippingBook