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With a Little Help of AI

The AI hype in live marketing persists. But mind the difference: The question is no longer if or when, but how much the smart machines will change the job of the event manager. AI is already an integral part of event management in many places and its influence will continue to grow in the foreseeable future. Many experts agree: AI and events are a liaison with potential and exponential growth.

Automated processes, intelligent personalization and more efficient participant management: these are the most important gateways through which artificial intelligence has long since crept into the event industry. Admittedly, not only time and costs can be saved here, but also the results speak for themselves. Be it data on participant behavior or registration data, be it interests, behavior on site or feedback: centrally collected and automatically evaluated data make it possible to tailor invitations, the range of topics or speaker selection more precisely than ever to the desired target groups and thus increase the success of the event.

If you scan the multitude of relevant articles for real added value for event managers, the same advantages always crystallize:

More impulses = more creativity.

If the AI is sent in search of the hottest trends and best practices in the industry, the stressed event manager can look forward to impulses and inspiration, e.g. on event titles, agendas. Time slots and speaker suggestions.

The target group – the familiar creature.

If the AI is fed with data on age, gender, interests and other demographic data, the match between the marketing message and the appropriate target group is almost certain.

Speak their language.

Chatbots, social media, personalized content e.g., for emails or websites: Thanks to artificial intelligence, communication with the target group takes place according to – data-based – measurement and is thus more precise than ever. The fact that an AI can translate websites, content, and event-specific tools into other languages at lightning speed, i.e., in real time, opens up new opportunities for internationally staffed events.

Let search, find faster.

The previously tedious search for suitable event locations or suitable speakers is easy for an AI. In just a few seconds, a smart tool spits out entire lists of suitable venues.

Busy littles – digitally.

Usually rather unloved tasks such as briefings for the event crew, budget splits or logistics planning will be handled by an AI without complaint – and with empirically sound results.

It´s sustainability that counts.

With precise data analyses, AI makes a strong case for sustainable events. Waste avoidance, reduction of the CO2 footprint or “green” supply chains are ‘promptly’ available. Even at the planning stage, AI systems can identify the best, i.e. most sustainable, locations for events by taking into account factors such as traffic conditions, environmental impact and energy consumption – not to mention automated control of electricity, water and paper consumption. The fact that AI deployment itself leaves a carbon footprint through the required infrastructure of e.g. hardware or data centers is another matter …

How was it?

AI also shows its strengths in the follow-up of an event. From data analysis, it provides valuable insights to measure its success and detect optimization potential.

There is no doubt that the advantages of using AI are obvious. For standardizable, recurring tasks, AI is a real help. So will smart machines revolutionize the industry and replace the human event manager? Yes and no.
Theoretically, an AI can set up a precisely calculated budget plan or create a well-timed schedule. Whether the customer will be completely satisfied with this is doubtful. Event management is and remains a people business. This is where people come together with people. Inspiration, emotion, motivation and the ‘interpersonal’ cannot be replaced by data, no matter how precisely evaluated. Talking to customers, planning together, hatching really new ideas that have not yet been recorded in the data, clearing up possible misunderstandings or conflicts … without the attentive, approachable, competent and flexible event manager, it will not work in the future either.

The empathy, sure instinct, and creativity of an experienced ‘customer understanding’ are not part of an AI’s programme. The intelligence that shapes event management must not be artificial, but “emotional”. If machines cannot sense desires, perceive vibes and master intuitive judgement, event managers are needed who possess these skills.

Precisely here, in human creativity, there´s much untapped potential. It can get interesting – and really exciting – when the relationship between AI and event management is turned on its head. In other words, when AI does not replace the tasks of the event manager, but vice versa, when the event manager makes use of AI as a staging element. This opens up completely new potentials that have hardly been used so far. Intelligent avatars, humanoid robots or surprising visualizations – these are only three of the fascinating possibilities of how AI can be used profitably.

The BRAINWAVE agency will show you how to make the best possible use of the AI potential and how to optimally combine it with the non-automatable skills of the event manager. Simply contact us without obligation, we will be happy to advise you – from person to person. The BRAINWAVE agency will teach you how to make the best possible use of AI potential and how to benefit from an event manager’s non-automatable skills. Simply contact us without obligation, we will be happy to advise you – from person to person.


Thomas Bartsch