INFRASTRUCTURE

AI is already reshaping roles and skills in events

Event technologists weigh in on how AI is creating challenges as well as new opportunities in the industry.

Delivering a more personalised experience to attendees, creating new event content, and maximising the value of event data are just some of the ways AI is impacting events. It is also influencing roles within the industry and the type of skills needed.

These topics were explored during a recent webinar hosted by Cvent. Panellists discussed how AI benefits at the pre-event stage could simplify event management, from sourcing venues or budget management, and how AI can deliver highly personalised event experiences that are more inclusive and accessible.

Post-event, the focus should be on leveraging AI to maximise event ROI, by enhancing data analysis and extracting greater value from event content.

Many people said this already - it won't be AI taking event marketers' jobs, it will be event marketers using AI.

Conrad Mills, principal analyst, Forrester

"We're going to see this continued focus (with AI) on maximising the value of event data to deliver more personalised experiences to attendees, and also to create new event content assets," said Conrad Mills, principal analyst at Forrester. "At the team level, there probably will be an impact on skills and roles over the coming months and years."

Mills stressed the increasing importance of upskilling with AI and challenged fears that AI would replace aspects of an event planner's role. He referenced a Forrester survey from last year, showing that around a third of respondents believed some roles or tasks in the event space would disappear over the next 24 months due to AI's increased prevalence.

"Many people said this already - it won't be AI taking event marketers' jobs, it will be event marketers using AI," he said.

Concierge service

Lashkar Kashif, senior director, machine learning and data science at Cvent discussed forthcoming developments in AI technology, comparing them to an AI concierge. These tools will possess comprehensive knowledge of the specific events and attendees, and the AI can be asked questions about the event and will curate individual, personalised responses.

AI tools with comprehensive knowledge of specific events and all the key personas related to the event will be developed... The attendee experience will become much more fluid and valuable.

Lashkar Kashif, senior director, machine learning and data science, Cvent

Attendees can also use AI to access event resources, decide on sessions to attend, visit exhibitors, and request personalised event journey recommendations. Such tools can also extend to hoteliers, in the form of a streamlined AI-assisted RFP process.

Kashif also highlighted how AI can assist in creating intelligent segments for different attendees within the same event, and offer diverse curated experiences and messaging from pre-events to post-events.

"The attendee experience will become much more fluid and valuable, allowing them to use their time more effectively," he said.

Return on investment

Valdeir Faria, event technologist at Carnegie Foundation, outlined how AI can positively impact ROI. AI can analyse past event data to predict attendance numbers and identify potential event sponsors.

[AI] can even suggest pricing strategies based on market trends and other similar conferences taking place at the same time.

Valdeir Faria, event technologist, Carnegie Foundation

"[AI] can even suggest pricing strategies based on market trends and other similar conferences taking place at the same time," he said. "During the event, AI can track various metrics in real time, such as website visit sessions, signups, and social media engagement, which are all markers of success throughout the event lifecycle."

Generative AI can also help analyse other areas of events, in particular, sustainability, by capturing and inputting energy and waste data.