The Impact of AI on the Events and Exhibitions Industry

The integration of Artificial Intelligence (AI) into everyday work is starting to impact every industry, and the events and exhibitions sector is no exception. In the UK, around one in six organisations have currently adopted at least one AI technology, according to research by the ONS.

By embracing AI technology, event and exhibition organisers can improve the attendee experience, speed up processes, and gather vital feedback to further enhance future events. 

We explore the impact and uses of artificial intelligence for the events industry.

Personalising Experiences 

While personalisation in events has existed for some time, AI can take this to the next level, giving attendees exactly what they want from an experience while learning more about general preferences. 

AI-driven algorithms can analyse data from past events, social media interactions, and registration details to offer tailored recommendations for sessions, what exhibition stands to visit, and networking opportunities. 

By giving attendees direct access to the contact and connections most relevant to them, you can increase both engagement on the day, and improve post-event feedback.

Using Chatbots to Enhance Experience

Chatbots and AI virtual assistants are becoming commonplace in the events sector. These tools can handle a multitude of tasks, from answering frequently asked questions to assisting with registration processes, hugely cutting down on admin processes.

Available 24/7, chatbots improve customer service by providing instant responses and support. They can also help attendees navigate events, find specific booths, and schedule meetings, thereby improving the overall efficiency and experience of the event.

For event agencies and organisers, software such as Microsoft Copilot Studio can also help create internal searchable databases, allowing teams to easily search and access internal information such as documents, contracts, and emails to help manage knowledge.

Facial Recognition

While not commonly used yet, facial recognition technology could help simplify check-ins, enhance security, and even personalise interactions at events. By reducing queue times and streamlining access control, it creates a smoother, more efficient experience for attendees.

Enhanced Event Marketing

AI is changing the game when it comes to marketing events, enabling organisers to create more effective and targeted campaigns pre-event. 

Machine learning algorithms can analyse vast amounts of data to identify trends and predict attendee behaviour. This allows organisers to craft highly targeted marketing messages, select the most effective communication channels, and time their campaigns for maximum impact. 

AI-driven analytics can also help measure the success of marketing efforts in real-time, allowing for swift adjustments and improvements before ticket sales or event stand takeup becomes an issue.

Smart Scheduling:

AI-driven tools can create optimal schedules by considering various factors such as speaker availability, attendee preferences, and room capacities. This ensures minimal conflicts and maximises participation in sessions.

Data-Driven Insights and Analytics

One of AI’s biggest benefits is its ability to quickly and easily process and analyse large data sets. This means that insights into attendee behaviour and event performance can be gathered without the need for a lot of human input. 

By analysing data collected from various touchpoints, AI can offer recommendations for improving future events. For instance, understanding which sessions were most popular, what factors influenced attendee satisfaction, and how foot traffic flowed through the exhibition space can help organisers make data-driven decisions to enhance future events.

Virtual and Hybrid Events

AI technologies have significantly supported the rise of virtual and hybrid events, accelerated by the pandemic. 

AI can enhance virtual event platforms by providing features such as real-time language translation, automated networking suggestions, and interactive chatbots. These features ensure that virtual attendees have an engaging experience whether they choose to attend in-person or online. For hybrid events, AI can help bridge the gap between physical and virtual attendees, ensuring that both groups receive a high-quality experience.

Predictive Analytics for Better Planning

By analysing historical data and current trends, AI can forecast attendance numbers, optimal event dates, and even potential risks. This foresight allows organisers to plan more effectively, allocate resources efficiently, and mitigate potential issues before they arise. Predictive analytics can also help in budget management by identifying areas where costs can be reduced without compromising the quality of the event.

Measuring sustainability

AI can assess the sustainability of supply chains by evaluating the environmental impact of materials and products used in exhibitions. With predictive analytics, companies can forecast the environmental impact of future events and implement strategies to mitigate negative effects and create more eco-friendly exhibitions. 

This comprehensive approach not only helps exhibition companies maintain transparency in their sustainability efforts but also positions them as leaders in the growing movement towards eco-friendly business practices.

As AI technologies continue to become “smarter”, their impact on the events sector will only grow, leading to more innovative, engaging, and successful events. 

Organisers who adopt AI will be better equipped to meet the changing needs and expectations of attendees, ensuring their events remain relevant and impactful in an increasingly competitive market.

Author

Vicky MacPherson

Marketing Executive, Tecna UK

Vicky has 7 years experience in Marketing and Project Management. She offers helpful insight into showcasing brand messaging, generating engagement through both digital and offline channels, and running numerous projects from start to finish.