AI in event management: powerful but in ‘a bit of a mess’

In a rapidly evolving digital landscape, artificial intelligence has emerged as both a challenge and an opportunity for event professionals. This Transformation Stories interview with Fatima Barbero delves deep into its current landscape to uncover the way forward.

The role of AI in event management is in “a bit of a mess” but a strategic approach by organizers is the key to unlocking its potential.

That’s the view of Fatima Barbero, vice president of the Event Managers Association Spain, who shared her insights on how to navigate this complex terrain and leverage it to enhance performances.

She set out how the utilization of AI in events is currently in a “bit of a mess”, largely due to misinformation about what it can strategically do for businesses. 

Current challenges with AI in events

Fatima, who is also team lead customer lifecycle marketing at Forto, highlighted how dynamic advances in the technology have created a sense of fear among some organizers – leading to confusion and hesitation in its adoption.

She told ExpoPlatform: “Every time you try to pick it up, something new comes up – so you always feel that you are one step behind the markets.

“There’s a lot of misinformation, and people are speculating about the topic without a thorough understanding of how AI will impact our businesses. 

“This isn’t just limited to event management but spans across all industries. However, it’s improving, but it takes time.”

The challenge is intensified by the varying levels of understanding and adoption within the industry.

Fatima added: “It’s really hard to judge because – depending on the audience – there may be zero knowledge on AI, both in practice and theory.”

Opportunities with AI: transforming event management

Despite these challenges, AI can still present an opportunity when approached strategically.

Fatima emphasized the importance of having a concrete plan tailored to specific needs.

She said: “Setting out a clear plan can turn the challenge of AI into a significant opportunity.”

Several areas were highlighted where AI can significantly impact events:

• Improving attendee experiences: AI can enhance personalization, allowing event content and interactions to evolve in real-time based on attendee behavior and preferences. This ensures a more engaging and tailored experience.
  
• Networking optimization: In environments where networking is key, AI technologies can streamline processes, reduce errors and enhance the effectiveness of networking formats. These technologies help reduce the amount of time and chances for error when creating networking formats.
  
• Data-driven decisions: AI can assist in pre-event analysis, helping organizers make more informed decisions regarding formats and structures. Post-event analysis is equally crucial, as it can provide valuable insights into return on investment and areas for improvement.

Practical steps for implementing AI in event management

To effectively leverage AI, Fatima highlights the need for a strategic approach.

Fatima said: “If you start implementing AI without knowing what you want to achieve or without a strategic approach, it becomes really complicated.”

She offered the following practical steps for integrating AI into event management:

• Identify your needs: Determine the areas where AI can provide the most value, particularly in tasks that are repetitive or operationally intensive. This can free up staff time for more strategic activities.
  
• Continuous learning: Stay updated on the latest developments in AI technology and its applications in your field. A mindset of continuous learning is crucial, as the landscape is rapidly evolving.
  
• Start small and scale gradually: Begin with small, manageable AI applications and gradually scale as you gain more understanding and confidence in the technology.

Fatima said: “It’s a learning process -. something new always comes up, so you need to stay informed and be ready to adapt.”

Overcoming fear and resistance

There remains a degree of fear and resistance towards AI, particularly regarding job security.

Fatima said: “There’s still a sentiment of fear when it comes to AI, with concerns that it might replace jobs.

“However, it’s essential to see AI as a tool that can handle monotonous tasks, allowing humans to focus on more creative and strategic roles.”

She also pointed out the importance of empowerment and education in overcoming these fears

 “It’s crucial to empower employees by providing training and resources to understand AI’s potential and how it can be integrated into their roles effectively.”

Conclusion: the path forward with AI

Fatima set out how AI holds immense potential to transform event management, but its adoption requires a well-thought-out strategy, continuous education – but it needs a willingness to embrace change. 

She said: “If you have a mindset open to continuous learning, things will go much easier.”

We hope you enjoyed this article, which was conducted earlier this year. Book a free consultation with ExpoPlatform now to learn how AI-powered tech can help you and your events.