Artificial Intelligence (AI) has boomed in recent years and AI in event management has become a giant trend. But what is it, and how can you use it the event industry?
What is AI?
AI is a branch of computer science to develop intelligent machines to think and work like humans. Computer systems perform tasks that usually need human intelligence. These include visual perception, speech recognition, planning, decision-making, problem-solving and translation between languages.
Most of us are now familiar with voice recognition systems such as Amazon Alexa, Google Home, Siri, and Cortana. The driverless car has been developed which senses its environment and move safely with little or no human input.
Increasingly more intelligent devices are being used in homes through thermostats, lighting, and home security systems. AI is already being used in marketing, customer service, medical research, entertainment delivery, shipping/product delivery and much more.
Examples of AI in event management
SIMULTANEOUS INTERPRETATION
‘Wordly’ is a system that uses voice recognition to instantly translate an event presentation into over 50 languages. All that is required is a patch from the sound system into the internet-based application. Attendees access the information via their mobile devices using Wi-Fi.
The cost is lower than providing human interpreters, sound booths and issuing audio headsets to attendees. Although this system will not replace the need for human translators for high-end events, it enables simultaneous translation for a broad range of events.
SPEEDY REGISTRATION USING
FACIAL RECOGNITION
Airlines are testing facial
recognition for boarding passengers. iPhone users can use it to unlock their
phones. Hotels in China are using it for room check-in. If a conference
delegate adds their picture upon event registration, cameras on arrival recognise
them and print the badge automatically. This speeds up the process while
increasing security.
Tracking attendee numbers, demographics, and mood anonymously: iPhone cameras can be used
for facial recognition to collect estimates of the number of attendees, their
age, gender, demographics, reactions, the amount of time spent and what they
are looking at in an exhibition or other event area. It can be used anonymously,
so there is no concern about privacy.
CHATBOTS
Chatbots can provide good
support and reduce the number of staff onsite. They can conduct conversations
using text and respond humanely and are available 24/7.
CHATGPT
Similar to a chatbot,
organisers can use ChatGPT. ChatGPT is a language model developed by OpenAI.
The “Chat” in ChatGPT refers to the model’s ability to engage in
conversation and generate human-like text based on the input it receives.
ChatGPT is designed to
understand and generate coherent and contextually relevant text. It is
pre-trained on diverse internet text data, allowing it to capture patterns,
context, and information from various sources. Users can interact with ChatGPT
by providing prompts or queries, and the model generates responses based on its
training data.
It’s important to note that
ChatGPT operates based on patterns in the data it was trained on and doesn’t
have real-world knowledge or understanding. It may generate plausible-sounding
but incorrect or nonsensical responses, so take it with a pinch of salt.
The premium version of
ChatGPT has recently been updated to include up-to-date information and the
latest news, meaning it can generate more factual and relevant information.
Organisers can use this to
pull data, create reports, compile checklists, write copy, and so on. It is a
handy tool to save time and resources.
MAKING CONTACTS
Matchmaking programmes driven
by AI can analyse registration data, social media feeds, surveys, agendas, and
badge scans to suggest matches for event attendees and exhibitors. Attendees
can be given recommendations to attendees on the best sessions, speakers, and
panels to attend. This ultimately could improve attendee ROI.
DATA COLLECTION AND ANALYSIS
Software like ChatGPT can
analyse data and make predictions more quickly and deeply than doing this
manually. It can be used for better attendee personalisation, to provide more
accurate data for decision-making, to streamline communications, to plan content
and improve sales.
AI can monitor online content, remember what a user clicks on and prioritise future content based on these clicks. It can also provide links to related content sources. In the case of an online newsletter, each reader could receive a customised page based on their interests.
There will be more development of AI in event management and beyond, as the adoption of these tools becomes widespread. It has already taken the industry by storm; we’ll be keeping watch on what becomes capable of in the future.
This news round-up brings you some of the industry and association news and views from January 2024, including UKCAMS research, beam’s new Chair, IMEX Frankfurt’s new talking point, industry AI white paper, and more.
Headlines
UK conference and meeting venues are being encouraged to take part in the 2024 UKCAMS research.
In its 31st year, The Conference and Meeting Survey (UKCAMS) has a specific focus on the value and volume of the market and the performance of meeting venues. It also highlights key market trends identified by venues.
The 2024 UKCAMS research asks UK venues to provide data on their conference and meeting business during the calendar year 2023.
UKCAMS research’s questionnaire covers the regular questions on the volume and value of the sector but also includes important questions on trends and key issues (for example, venue sustainability practices and policies, AI activity in the business events sector, international business trends).
Findings of the UKCAMS research are widely used to:
Demonstrate the volume of the UK conference and meetings sector and its value to individual venues and to the national economy
Highlight key trends from a venue or supply-side perspective
Ensure continuing support and investment for the industry at national, regional and local levels.
UK conference and meeting venues which take part in the 2024 research will receive a complimentary, personalised summary report enabling them to benchmark their performance in 2023 against other comparable venues. The online questionnaire can be accessed, here.
VisitBritain / VisitEngland Head of Business Events, Paul Black, said: “VisitBritain is pleased to support the ‘UK Conference and Meeting Survey’ in 2024, a valuable tool for us to demonstrate the importance of our business events sector to the UK economy and to Government. There are some important research questions for venues to answer alongside the business level assessment, so we would be very grateful for their participation in supporting this survey.”
The UKCAMS research results are expected to be published in June.
Melissa Cherry – chief diversity and inclusion officer/SVP for Miles Partnership – is moderating an MPI Academy webinar called Building an Inclusive and Equitable Meetings Industry on 13th February.
In advance of this webinar, MPI caught up with Cherry to discuss measuring inclusivity progress, the impact of leadership on DEI initiatives and creating a sense of belonging at events.
She said: “Achieving diversity and inclusion in leadership is an ongoing process that requires commitment at all levels of the organization. It’s not just about hiring diverse leaders but also creating an inclusive culture where everyone feels valued and has equal opportunities for growth and advancement.”
Julie Shorrock, managing director of Hotel and Travel Solutions (HTS) has become Chair of beam, the industry association for business events, accommodation and meetings.
Shorrock has been a board director for many years and succeeds Sian Sayward. A new vice-chair position has also been introduced at beam. The vice-chair position aims to ensure the representation of both venues and agents at chair level and recognise longer-serving venue board directors for their contribution to the association. If the chair is held by an agent, the vice-chair will be a venue and visa-versa. The role follows the inclusion of venues in beam’s membership categories and board of directors.
Julie Shorrock said “What a marvellous honour! I’m taking over the reins at beam at a time when it is buoyant, thriving, and has plenty of momentum to grow further and continue to drive the industry and the association forward.
“That’s testimony to the wonderful leadership of Sian over the last 18 months and the hard work and commitment of all those who have contributed while simultaneously managing their ‘day jobs’. We’ve created so much value as a team, from new advisory boards resulting in achievements such as our Payment Toolkit to a partnership with the IACC, and more.
“I’m a great believer in collaboration, so I look forward to leading beam with so many supportive colleagues and members.”
Ahead of IMEX Frankfurt in May, the IMEX Group has announced its new Talking Point for 2024 and 2025 – Impact.
The company’s annual Talking Point forms a focal point for the year ahead, anchoring IMEX show content, research and storytelling as well as providing a topic for exhibitors and attendees alike to explore at the shows and throughout the year. Ahead of IMEX Frankfurt in May, the IMEX Group has announced its new Talking Point for 2024 and 2025 – Impact (Imp-ACT).
The company’s annual Talking Point forms a focal point for the year ahead, anchoring IMEX show content, research and storytelling as well as providing a topic for exhibitors and attendees alike to explore at the shows and throughout the year.
IMEX CEO, Carina Bauer, explains: “Impact sits at the very heart of our mission to bring the global events community together to do business, learn and drive positive change. We’re especially emphasizing the ‘act’ within Impact, forming a rallying cry for our industry to collectively address the big issues facing our planet and communities.
“Intention is one thing, but action is everything – it’s time to make a bigger, more positive Impact! Over the next year or two we’re inviting people and organizations from every corner of the global business events community to make a more positive impact through their events, their personal and professional actions, their commercial partnerships and more. We look forward to discovering how people embrace our Talking Point and incorporate the concept of impact across their whole lives.”
The IMEX team asked business event professionals to define what impact means to them. The powerful and varied responses were gathered into a short video:
SkyTeam, a global airline alliance, has announced that its data for January can reveal January’s top MICE destinations.
One offering, Global Meetings, is designed to cover MICE events in North and Latin America, the Caribbean, Europe, Greater China, Asia, Africa and the Middle East. According to SkyTeam, data from Global Meetings demonstrates the most popular MICE destinations for 2024 thus far – Barcelona, Cancun, Buenos Aires, Las Vegas, Milan, Nairobi, Paris, and Prague. Read more, on Conference & Meetings World:
A new white paper highlights the accelerating integration of Artificial Intelligence (AI) in the global association conference and event sector.
The paper, authored by The Hague & Partners Convention Bureau and Ottawa Tourism, underscores the urgent need for widespread upskilling in the use of the technology as well as a need to understand the ethical implications of its use.
The research, which investigates the current and potential impact of AI within the sector, is based on qualitative and quantitative methods, including a global survey with over 100* participants from the industry.
Key Findings:
63% of associations and not-for-profits are already utilising AI in event organisation.
A significant knowledge gap exists, with 72% not engaging in AI education
85% have no budget for AI training.
“The inevitability of AI in our sector is clear from our research. However, it’s not just about adoption; it’s about understanding and skilfully leveraging AI to enhance our industry,” said Ottawa Tourism’s Vice President, Meeting and Major Events, Lesley Pincombe.
“This upskilling is not just desirable; it’s essential for the sustainable growth and innovation in our sector. The research also highlighted the fact that there shouldn’t be fear associated with AI and the knowledge needed for its use. Ultimately, it is not for organisers to understand how to build or create AI tools, instead they should be working with technology partners and AI experts to see how AI can be integrated into the work they are already undertaking.”
The white paper not only presents a statistical overview of AI in the association events sector, but also offers in-depth analysis and actionable insights. It emphasises the importance of ethical AI use, especially in data management and privacy. The document serves as a call for industry stakeholders to not only engage in learning and applying AI in their operations but to understand the ethics behind its use and the implications for mismanagement of data and individual privacy.
“AI is rapidly becoming a key technology across so many different industries, ours is no different,” adds Bas Schot, Head of The Hague & Partners Convention Bureau. “Our industry must adapt swiftly to stay ahead, and this means investing in knowledge and skills that align with these technological advancements.
“However, we must be careful to protect our delegates and ourselves as we make the most of what AI has to offer – we already need to consider both the pros and the cons before we entrust vital information and data to third parties – AI usage is no different.”
In December, initial highlights from the research were revealed, including the fact that 63% of global association buyers are either very concerned or slightly concerned about the ethical implications of using AI in event organising. In response, although 63% think governments should legislate on the use of AI, 65% also think those same governments lack the required knowledge to be able to legislate effectively.
Ottawa Tourism and The Hague & Partners Convention Bureau advocate a proactive approach to AI education in the association event sector, emphasising the need for strategic partnerships, knowledge sharing, and resource allocation towards AI competency.
The full white paper is attached but also available for download below, offering valuable insights for association event organisers, technology providers, educators, and policy makers in the global events industry.
The research was conducted, and the white paper written by Adam Baggs from Soaring Worldwide on behalf of The Hague Convention Bureau and Ottawa Tourism. Download it here.
Key findings from an International Sustainability Report suggest sustainability is still not given a high priority in meeting planners’ dealings with suppliers.
The report, by ICCA and Destination Canada, surveyed of 248 meeting professionals, including 139 association planners. It showed that 21% of planners ‘somewhat’ integrated sustainability into RFP design, while only 20% said it was ‘very’ and 8% ‘extremely’ integrated into their RFPs.
Costs (74%), venue capacity (61%), range of accommodation (61%), and favourable contractual terms (59%) were the most important factors when it came to the RFP. Read more, here.
Artificial Intelligence (AI) has ushered in a new era of possibilities in events.
In this blog, we’ll explore the impacts of AI on hybrid events and discuss the benefits of investing in technology to elevate the hybrid event venue experience.
Personalised Experiences
AI enables event organisers to gather and analyse vast
quantities of data to understand attendee preferences. The information can
create personalised experiences for both in-person and virtual attendees. From
customised event agendas to tailored content recommendations, AI ensures all
participants feel engaged and valued.
Smart Venue Management
The use of AI in venue management is a game-changer. Smart sensors and analytics tools can optimise space utilisation, track foot traffic, and predict peak times. So the attendee experience is improved by reducing overcrowding, and even planner can make informed data-driven decisions to improve future events.
Virtual Networking
Hybrid events often present the challenge of connecting virtual and in-person attendees seamlessly.
AI-powered matchmaking algorithms can facilitate meaningful connections by analysing participant profiles, preferences, and networking history. This creates a sense of community, whether attendees are joining from the venue or virtually.
Real-time Event Analytics
Gone are the days of post-event surveys as the primary source of feedback. AI provides real-time analytics that allows event organisers to monitor attendee engagement, track session popularity, and measure overall event success on the fly.
This valuable data empowers event planners to make instant adjustments and improvements, ensuring a dynamic and responsive event.
Content Delivery
AI-driven content curation tools ensure that attendees receive relevant and timely information. These systems can analyse participant interactions, questions, and feedback to dynamically adjust content delivery.
This ensures that both in-person and virtual audiences are engaged throughout the event.
Cost-Efficiency
Investing in AI technology for hybrid events enhances the experience while contributing to cost savings.
Smart logistics management, predictive equipment maintenance, and automated processes streamline operations. These processes reduce the need for manual intervention and minimises the risk of unexpected issues during events.
Adaptability to Future Trends
The events industry is continually evolving, and AI provides a future-proof solution. By investing in technology now, hybrid event venues position themselves to adapt to emerging trends and technologies seamlessly.
This forward-thinking approach ensures that venues remain at the forefront of the industry, attracting clients who value innovation and cutting-edge solutions.
Embracing AI technology is not just about keeping up with the times; it’s about redefining the future of events. The impacts of AI on hybrid events are undeniable, and the benefits of investing in this technology are vast. From personalised experiences to real-time analytics, the advantages extend to event organisers and attendees, creating a more connected, engaging, and memorable event experience.
Are you ready to plan your next event? Search from thousands of venues right here at EDGE Venues.
The IEEE Robotics and Automation Society’s (RAS) International Conference on Robotics and Automations (ICRA) will be held in London in 2023.
The UK capital was chosen ahead of other shortlisted cities including Vienna and Copenhagen. It is expected to bring in more than £13m in economic benefit to London.
The competitive bid was headed up by Professor Kaspar Althoefer from Queen Mary University of London and supported by MCI UK, ExCeL London and the London Convention Bureau.
Professor Althoefer said it was a “massive boost for UK Robotics, considering that this is the first time ever that a major international robotics conference will come to the country.”
More than 4,000 of the world’s top experts and researchers in Artificial Intelligence (AI) and robotics will come to ExCeL London for a four-day conference between 29 May – 2 June 2023.
“We are continually looking to the future and the trends that will shape our industry,” Andrew Swanston, Head of Sales for Conferences and Events at ExCeL London said.
“We recognise that technology does and will continue to play an increasingly important role in delivering world-class events. ICRA will provide a fascinating insight into the role of AI and Robotics, and we are excited to see what we can learn from the content.”
London is capitalising on its reputation as a leader in hosting some of the world’s biggest tech events and conferences. The recent London Tech Week welcomed more than 55,000 delegates to 300 events across the city.
Other events hosted in the UK capital include financial services and Fintech conference SIBOS in September 2019, as well as corporate events for Adobe, Salesforce, Oracle and the largest Google Cloud event in Europe, Google Cloud NEXT.
Venture capital investment into the UK’s Artificial Intelligence sector has increased almost six-fold from 2014 to 2018, according to Tech Nation 2019.
London is home to 758 AI companies – double the total of Paris and Berlin combined – specialising in industries such as insurance, finance and law.
The Meetings Industry Association (mia) is planning a giant leap into the future with expert-led discussions on sustainability, AI and Brexit at its upcoming Future Fit Conference.
On Monday 11 March the mia, which has more than 800 members, will host a day of expert-led insights into the future of the meetings industry.
Held at America Square in London, the Future Fit Conference will hear from keynote speakers on issues such as artificial intelligence (AI) and augmented reality, sustainability and the potential opportunities posed by Brexit.
With nearly 40 years of industry experience, expert speaker at the event Richard Lewis believes it’s important to be prepared for the positive impact technological advances will have on the business meetings and events industry.
He said: “Without a doubt, disruption will continue at a faster pace than ever before and our industry will not be immune from change.
“In fact, it is about time we woke up. AI, AGI, robotics, blockchain, AR and Infotech will positively impact almost every aspect of travel and tourism.
“Disruptors will disrupt the disruptors. New entrants will challenge legacy operators and we have seen nothing yet.”
Delegates will hear speakers scrutinise AI as a money saving tool, address issues surrounding single-use plastics in the industry and discuss the current economic forecast.
Jane Longhurst, chief executive of mia, said: “Future Fit will offer delegates the enviable chance to discover what the future holds for our industry.
“The fantastic programme is designed to engage, educate and perhaps even make delegates feel a little bit uncomfortable.
“As a sector we have the opportunity to be bold and develop new and innovative plans to drive business growth by embracing and taking advantage of both the technological advances set to occur over the coming years and the opportunities presented by Brexit.
“At the same time, we have a huge responsibility to ensure that the sector takes its social responsibility seriously and how small steps can be made for larger gains by reducing our reliance on single-use plastic.”
Opening the conference is veteran broadcaster and journalist Declan Curry who will discuss the current economy and the challenges and opportunities for a post-Brexit UK.
Mia chair Kay England will tell delegates how the association is championing best practice with its #20PercentLess campaign.
The #20Percentless campaign is supported by the Zoological Society of London’s project officer Rachel Shairp, who is a leader of #OneLess.
Their sessions will highlight the necessary steps the industry should be taking to change its behaviour and safeguard our future.
Atsushi Ishii and keynote speaker Azeem Azhar will take to the stage to reveal the opportunities presented by AI.
Giraffe Innovation’s Rob Holdway will be looking at plastics and packaging alternatives and 15Hatfield’s Warren Campbell will be quizzed by conference chair Peter Hancock about best practice and the steps they are currently putting in place.
Professor David Russell, will discuss the importance of ecological consciousness amid cleaning and waste, food procurement, food logistics and guest services ahead of Expo 2020 Dubai.
