People run the events industry, that’s no secret. It’s not about the latest software and systems, and often there are no shortcuts – it’s the people who keep things moving. We may have new tricks that help the flow, but the creativity, empathy and improvisation that’s needed for running a successful event is something that only comes with lived experience, and that simply cannot be automated. With that in mind, let’s talk about AI and its affect on the events industry.
There has been a lot of debate recently on whether AI is eventually going to replace humans across the events industry. Our answer to this, as clear from above, is very much ‘no’ – but, it is important to get on board with it as a useful tool for our day-to-day work and use it as a way to take some of the admin out of the artistry.
AI can be used in a number of ways to elevate an event experience. For example, it could:
Streamline scheduling, drafting emails, summarising briefs, organising supplier info.
AI can take the repetitive tasks off our plates so we can focus on the meaningful ones.
Speed up research, for example creating a comparison of shortlisted venues with accessible breakout spaces, giving a quick comparison of catering options.
AI can gather the basics fast, leaving humans to focus on a judgement call based on their experience.
Support creativity without replacing it.
AI can help brainstorm themes, entertainment ideas or teambuilding concepts — but it is limited according to what information is available already online. The final direction still comes from human taste, brand understanding and event expertise.
Enhance guest experience using chatbots, personalised schedules, event apps and integrations, smart registration systems. It can even provide a synopsis of keynote sessions giving ‘take home’ points (talk to us about the event apps that can support with this).
These tools make events smoother, but they’re only as good as the humans designing the experience.
To reiterate, AI can’t replace human expertise in events. Our sector is based on emotional experiences and, whilst AI tools can analyse sentiment, it can’t feel it. It’s up to actual feet on the ground to sense the energy in a room, read a client’s micro-expressions during a site visit or adjust the tone of a gala dinner because the audience is responding differently than expected. The backbone of a great event is human intuition and the real-life relationships that drive the industry – such as venue partnerships, supplier trust and client rapport. These things are built through years of living and breathing a specific career path, AI can help organise information but it can’t nurture relationships, negotiate contracts or reassure a nervous client in the midst of planning their first or fiftieth major event.
Remember, on-the-spot problem solving is a human sport. Last minute dietary requirements, speakers or key attendees being stuck in traffic, sudden weather shifts – all of these things require an actual person to deal with the unpredictability of events. Software can’t physically step in, rearrange a room layout our charm a supplier into performing a miracle turnaround. Creativity isn’t formulaic, so we can use this as a tool to form ideas but AI can’t originate the spark that comes with cultural awareness, humour and storytelling. This only comes from concepts built from real people who understand their audience and trends.
To summarise our point, the events industry will always need human hosts who make guests feel welcome, event managers who can stay calm under pressure, creative minds who bring themes to life, producers who understand how to pace a ceremony, judge atmosphere and tell a story and, finally, people who care deeply about the experience they’re creating.
Sure, AI is absolutely becoming part of the toolkit, just like online registration platforms, digital seating plans and events apps, but tools don’t replace talent, they amplify it. The future is human-led and tech-supported.
AI can help us work smarter, but it can’t replicate the heart of what we do.
Blog created by Laura Bradley, our valued event support, marketing and PR expert.
For guidance on how you could make AI work for your organisations events, get in touch today: hello@sheeredge.co.uk or call us: 0330 223 3176
