Whether it inspires hopes of futuristic tech advancements or fears of dystopian events straight out of science fiction, artificial intelligence (AI) tends to invoke some extreme emotions.
In recent years, AI has made waves in every industry, and the meetings and events industry is no exception. Many software platforms for event planners tout AI as an integral part of the package. But how can AI newbies differentiate between marketing lingo and genuine benefits? How can they implement AI responsibly around sensitive data? And how can they use it to lighten their load without sacrificing their creativity or individuality?
Here are some insights into AI for event planners from three event tech experts.
Know Where to Use It
Many event planners hesitate to dive into the world of AI because it has so many applications that it’s difficult to know where to begin.
Generative AI, seen in platforms such as ChatGPT and Gemini, is great for boosting creativity and coming up with new ideas. Planners can enter prompts such as “generate a three-day catering menu” or “suggest three cities for a meeting with outdoor recreation opportunities.” This can be enough to jump-start their research.
Generative AI can also be used to create marketing and social media content or to repurpose content from one area, such as a keynote speech, into another area of the program.
However, “the biggest place that AI shouldn’t be is the final draft,” cautioned Nick Borelli, marketing director at Zenus Inc., a firm that develops AI-powered solutions for events, exhibitors and retail brands.
Another extremely helpful application for AI is streamlining and automation. As busy as planners are, anything that helps them save time and manage their day means they’ll spend less time on menial tasks. That can vary from note-taking software that transcribes and summarizes meetings to an AI assistant that schedules calls directly from emails. Planners can even use a chatbot on the event website to field attendee questions.
“AI can handle repetitive tasks, freeing planners to focus on strategic decisions,” said Anca Platon Trifan, senior manager of strategic partnerships and event technology at Meetings and Incentives Worldwide Inc. and founder of Tree-Fan Events, which provides custom AI solutions.
Borelli also thinks AI will generate meaningful results in measuring event ROI.
“Right now, we say that event goals are very soft and hard to measure, but AI has the ability,” Borelli said. “The more we can gauge that kind of information, the more you can prove tangible value, so you’ll get more funding and more resources.”
For example, Borelli’s company uses AI to measure the emotions of attendees as they visit a booth using facial analysis. It’s this kind of data that could prove extremely valuable to companies when trying to measure things like attendee engagement.
Select the Right Tools
Generative AI platforms ChatGPT, Copilot and Gemini are widely known, but there are also event-specific tech platforms with AI capabilities, such as PCMA’s SPARK and Social27’s HiveGPT. For automated scheduling and task management, there are tools like Notion and Asana. For note-taking, there are AI companions to software like Microsoft Teams and Zoom. Trifan herself has even developed custom AI tools with focuses on audiovisual production and wellness.
With such an overwhelming arsenal of AI platforms, knowing how to vet and choose the right one is essential for planners.
“Many event tech platforms claim to incorporate AI, so distinguishing genuine AI capabilities from mere marketing hype is crucial,” Trifan said.
Trifan recommends not taking platforms at their word when they make broad claims. Instead, planners should look for tech platforms that use precise, specific language to list the capabilities of their AI technology, such as “providing personalized recommendations.”
Additional red flags to watch for include heavy manual input requirements and lack of customization, both of which indicate limited AI capabilities.
“A lot of platforms will simply integrate with ChatGPT; it’s an easy integration to do,” said Vinnu Deshetty, speaker and instructor at her event coaching company, Event ROI Coach. “But there’s a lot more advanced technology that will create a learning platform.”
Other things to look for are reviews and case studies, whether that means talking to fellow planners for their recommendations or looking at the software itself for demos and testimonials.
Another important thing to consider when it comes to AI is data privacy and security. In the digital era, planners are the keepers of their attendees’ data, so they should be using it responsibly. That means no entering registration or attendee lists into platforms without knowing how secure they are. The last thing their attendees want is for their personal information to be floating around where it shouldn’t be.
“Find platforms that keep your information private to your organization; it’s worth the investment,” Deshetty said. “All of the professional organizations like MPI and PCMA have great content around security as it pertains to AI.”
Make Time for Learning
Borelli argues a little bit of upfront investment into AI can end up saving planners time and helping their organizations go further.
“A very valid pushback was, ‘I don’t have time or resources to learn this other technology,’” he said. “But what generative AI is offering event organizers are time and resources themselves, because it’s actually something that gets rid of things on their plate.”
AI does have a learning curve but sticking with it can be incredibly worthwhile, especially for small businesses, which are often operating with fewer people. And it’s not just good for a company or an event; it can also give planners a competitive edge when they’re gunning for a project and even when they’re job hunting.
“On a personal professional development level, AI is here, and it’s only going to keep evolving, so it’s important to keep up with it,” Deshetty said. “If you’re applying for a new job, and you’re up against another candidate, the ability to work with AI may set you apart and put you ahead of another candidate.”
Taking steps to learn more about AI isn’t complicated; many of the tech platforms themselves offer educational tools, such as classes or workshops. There’s also a ton of resources provided by meeting and event planning associations like PCMA and MPI. With AI being such a hot topic, there are frequently lectures and keynotes featuring AI at meetings-oriented conferences like IMEX.
If they want to begin immediately, Deshetty points out planners can go online to ChatGPT and ask it directly for tips on getting started. Better yet, they can determine what facet of their planning business needs the most assistance and type specific prompts like, “I’m looking for way to save time in my daily routine.”
It’s important to note that AI will never fully replace event planners. However, understanding and implementing AI as it develops and becomes more mainstream could be an invaluable tool in a planner’s toolbox.
