ChatGPT gives eventprofs a leg-up – tech expert

ChatGPT can give organizers a “leg-up” when it comes to producing content but still needs the creative input of eventprofs, according to an industry expert.

Ade Allenby believes the AI-powered chatbot can take some of the heavy workload, leaving them just to finesse the results of the tool.

The software, developed by OpenAI, can be prompted to produce a range of textual copy such as lyrics, marketing emails, academic reports and more.

The event technology specialist at Allenby Advisory said: “To me, it’s like when I was told in third year at school that I was allowed to use a calculator to do the working out stuff really quickly.

“It’s like that with ChatGPT – it’s not that it’s taking over, it’s giving you a leg-up.

“The AI is helping you do things faster and get to value quicker so you can do things better – because a lot of the legwork in delivering content can be done for you.”

Ade Allenby is one of the expert contributors to our new ebook about marketing, Events Amplified. Download it now.

He works with clients to assess, deploy and maximize the benefits of digital engagement and event technology to increase revenue and NPS.

His background is in digital product management across sales, marketing and service, joining the events industry in 2015.

AI-generated and curated content can assist event marketers by automating content creation, personalizing messaging and optimizing distribution.

Tools such as ChatGPT can generate blog posts, social media updates and promotional pieces.

They can also curate relevant material from various sources to engage attendees and drive interest in events.

Almost a third of respondents to the study carried out for Events Amplified described content marketing as being quite challenging.

A total of 29% also chose AI-generated and curated pieces as an opportunity for eventprofs who are trying to cut through the noise.

Ade believes one of the main benefits of this AI-powered work is that it allows for your strategy to be played out in hyperspeed.

This is because it gives you “some ideas to work with” cutting dramatically the time spent researching or brainstorming.

Meanwhile, results from the survey show marketing automation received votes from 15% of respondents when asked about what areas event tech could help.

Ade added: “It’s giving you faster execution of projects, faster execution of campaigns.

“You can even populate exhibitor profiles with it, by asking it to collect information about a given company.”

Issues with finding, retaining and upskilling staff was highlighted as quite challenging by 43% of respondents to our survey.

But Ade believes any company which is offering AI-powered tools will have to have the right technical specialists.

He did argue that there was then an issue of organizers being able to explain the role of the features and make them easy to use for clients.

This includes giving advice on what prompts can be given to AI-powered tools so they can bring you the best value possible.

Ade added: “The fact that it’s got AI included in it is the thing that gives it that extra value, because it’s performing better – it can make better predictions, make better recommendations.

“In terms of some new tools coming out, as a tech advisor I think it’s a matter of seeing how we can guide you on what kind of questions you can ask a vendor – so you can figure out if the value a tool offers is aligned with the customer experience you are trying to create.”

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