Artificial Intelligence (AI) has reached a point where it’s no longer just automating simple tasks, but also complex decision-making a nd creative work. If that sounds like your job as an events manager, then read on to find out how to be sure you don’t miss out!
There are three main ways that AI is deployed in the events industry
today. These are:
Improving attendee experience
Driving efficiency in planning and logistics
Enhancing ROI for organisers and exhibitors
Let’s take a quick look at each of these individually…
Better experiences
This could mean anything from concierge chatbots and AR applications
that allow users to navigate events more fruitfully, to AI-powered
experience marketing extravaganzas. Events services such as Eventbrite
use AI to suggest events and shows that might be of interest to
individual attendees. AI can also be used to predict the way footfall
traffic moves around venues, enabling plans to be put in place to
alleviate congestion and keep everyone safe. And many event apps now
integrate AI technology to predict what elements of an event will be of
interest to an individual visitor and create a personalised agenda just
for them.
Facial recognition systems can be used to measure audience demographics
such as the gender and age range of attendees. This allows organisers to
better understand their crowd and orchestrate events that will fit their
needs. AI can also be used to dynamically control atmospheric elements
like lighting, heating and air conditioning to ensure guests are as
comfortable as possible.
More efficient events
For the largest events, AI can be used to dynamically plan layouts of facilities and human resources, such as refreshments vendors, cleaners and security staff, so they are more likely to be at the right place at the right time. Catering organisations have even used it to predict what people are likely to eat, therefore creating less waste as food and drink is less likely to go to waste. Event venues are also installing environmental control systems such as air conditioning that use AI to run more efficiently, resulting in less energy usage.
Greater ROI
Right from the start, AI can be used to help organisers work out the
best locations and time of year to host their events, in order to
attract the biggest visitor numbers. Marketing costs can be reduced by
using AI-enabled tools to target advertisement at those most likely to
be interested in your event. AI can also be used by exhibitors to
capture data on attendees visiting their stand. This can be used to
predict those who are the most likely sales prospects, and those who are
just doing the rounds to gather freebies.
At B2B events, where exhibitors are mostly there to make new contacts
and, hopefully, new customers, AI experiences can be used as an
attraction to draw visitors to your booth for interactive
demonstrations, and extended reality (XR) experiences such as augmented
(AR) and virtual (VR) reality help you stand out from the crowd.
How to get started with AI at your events
The truth is, we’re still at a very early stage when it comes to the transformative effect that AI is going to have on events and marketing in general. However many solutions are reaching maturity, and many of the tools we’ve talked about on this page are available as-a-service thanks to innovative event technology providers. At Buzznation we have an in-depth understanding of the market and the range of tools and platforms that are available in the AI and events space. If you are an organiser or an exhibitor, Talk to us today about how we could bring a slice of the future to your next event or exhibition.