How to elevate your events with AI

Published: February 2024

AI is gradually integrating itself into our everyday lives. Several industries are already putting AI to good use - the healthcare industry is using it to aid surgical procedures, the financial industry is using it to detect fraud, and the automotive industry has created self-driving cars. So what about the events industry? How can AI be used in brand experiences?

One way AI can be utilised is through complex algorithms that analyse and filter vast amounts of data simultaneously. Once refined, this data can tailor the event to each audience member, driving their experience even further. Your attendees will have certain reasons for attending the event - before it begins, get your attendees to fill out a questionnaire or form. AI can recommend schedules, sessions or networking meetings based on their preferences.

During your event, AI can help track precise and accurate data. In our recent work with Google Cloud on their AI Playground, we developed the Drone Derby, a test-and-learn obstacle course for coders to race drones. Delegates were taught to program the drones using Google AI, coding them to move in certain directions based on the shapes they passed through, then adapting the code to become the fastest racer around the course. AI was able to analyse their data and create metrics for each player, meaning a more immersive and challenging experience.

In terms of future planning, AI can gain data insights into attendee engagement, behaviours and trends to predict future events. Previously ambiguous data when planning, such as estimated attendee turnout and engagement rates, can now be predicted with higher accuracy, ultimately informing your decision-making for the entire event.

AI has not only enhanced the precision of data collection but also taken on time-consuming tasks that are at risk of human error. AI can ensure that your attendees have immediate assistance throughout your experience, answering queries and providing them with guidance without having to lift a finger. AI-powered chatbots, information points and systems can provide essential information with real-time responses and accuracy.

Check-ins and registrations no longer need hosts, but instead can be implemented through facial recognition technology, streamlining the process and reducing the amount of queues. Badges can be printed and distributed immediately, instead of having to flick through lists of names and having to waste materials on no-shows.

For safety and security, AI-powered systems can analyse and monitor your event venue, assessing potential safety risks and controlling crowds based on capacity limits. Not only are you enhancing attendee communication, but you’re ensuring their safety too.

But enough of the logistics, let’s get into the fun ways that AI can elevate your experience...

AI can provide exciting methods to promote your brand, immersing your audience whilst simultaneously positioning you as innovators. Augmented reality means you can create interactive maps, product demos and guided tours that blend into your environments, even working off your attendee’s phones. Perhaps you can push this a step further and create a full VR environment that attendees can enter and explore.

It doesn’t need to be an entire environment, perhaps it’s certain elements that you enhance with AI. Interactive AI-powered games or challenges can be a great way to get your attendees interacting with your brand. In our recent work with Google Cloud on their AI Playground, we designed an AI-powered penalty shootout that could record delegate’s penalty performances based on their power, accuracy and style. We then used AI to create personalised Match Attax-style cards with their image, stats and rankings, meaning each player took home a bespoke piece of Google Cloud with them.

In a wider sense, it can also heighten your content and storytelling. You can generate music, art, and photographs from a few simple prompts and keywords, something we tested during Deloitte’s Shared Services Conference 2023 when we generated a poem with an AI voiceover. Perhaps AI can assist international delegates when delivering your content, with real-time translation support as the speakers are talking. The possibilities are endless…

There’s a lot of potential for AI technology in the events world, especially when considering how it can assist with data, attendee support and accessibility. It’s not all logistics, AI can make your events fun and engaging, flexing your brand as tech trailblazers. It’s just about finding the right balance between AI interaction and a completely artificial event with no human connection. As AI continues to evolve, its integration into events will undoubtedly redefine the boundaries of creativity.

If you’re interested in learning more about AI experiences, get in touch…