It is no secret that the event industry is innovative. From the introduction of large-scale multimedia displays at concerts in the 1980s to the use of virtual and augmented reality in modern trade shows, the industry has consistently embraced cutting-edge technology to enhance the attendee experience. Now, the adoption of smartphone apps and social media platforms has transformed attendee engagement, while the pandemic accelerated the need for innovation as events pivoted to virtual and hybrid formats.
It’s been a whirlwind, but the biggest change is now coming over the horizon. Generative artificial intelligence (GenAI) is poised to be the next game-changer in event organisation. From streamlining copywriting and video editing to enhancing audience interaction and post-event engagement, GenAI empowers organisers to focus their time and resources on creating unforgettable event experiences.
However, knowing how and where to get the best out of any emerging technology can be difficult. Implementing GenAI haphazardly or without a strategic plan risks wasting resources, falling behind competitors, and potentially alienating attendees with impersonal or awkward experiences. As this powerful technology continues to evolve, event organisers must carefully navigate its adoption to fully capitalise on its potential, all while avoiding the pitfalls. Here are some ways to harness GenAI pre-, during, and post-event to level up your offering every step of the way.
Pre-event support
Events can be costly, and there are a million ways to approach event marketing. But strong copy and content are essential.
In an industry as fast-paced as ours, the race is always on to deliver compelling content that cuts through the noise and captures attendees’ attention. This is critical for driving demand. GenAI has emerged as an innovative ally, empowering organisers to create a high-quality, engaging copy at an unprecedented pace. From crafting attention-grabbing subject lines to drafting persuasive speaker bios and session descriptions, AI writing assistants are streamlining the creative process, freeing up valuable time and resources.
Leading events platforms are taking this technology further by integrating AI writing capabilities directly into their products, saving organisers and hosts even more time by generating content right where they need it – whether it’s a landing page, email invitation, or social media post. This seamless integration ensures that the full power of AI is just a click away, enabling organisers to craft compelling narratives that resonate with their audiences and drive registrations.
Moreover, GenAI is revolutionising event planning beyond just copywriting. These advanced language models can assist organisers in the lead-up to an event, generating comprehensive run sheets, speaker briefings, and attendee communications, ensuring every aspect of the event is meticulously planned and communicated. We’re also seeing GenAI analyse historical data to predict event attendance and engagement levels, helping organisers make data-driven decisions. With this insight, organisers can orchestrate sessions effectively on the day and strategically distribute their team across the event to provide support where it is needed most.
During the event
We’re also seeing GenAI transform how audiences interact during events. Live Q&A sessions are a staple of almost every event, providing attendees with opportunities to engage directly with speakers and moderators. AI-enabled Q&A categorisation tools streamline what can be a difficult process, automatically categorising audience questions in real-time based on relevance and topic. This ultimately drives more efficiency in moderation and response, enhancing the flow of Q&A sessions.
AI can also be used to analyse behaviour throughout the session, providing insight into the most engaging sessions and where improvements may be needed. Real-time feedback allows organisers to identify trends and address common concerns in real time, fostering deeper engagement and interaction with attendees.
In the not-too-distant future, we’ll see GenAI also support post-event activities. For example, AI-driven Q&A categorisation tools will be able to analyse question trends post-event, providing valuable insights into hot topics that resonate with the audience. By identifying these trends, organisers can tailor future events to explore these topics in more detail, ensuring continued engagement and addressing the interests of their audience effectively.
Post-event
One of the most important parts of any event takes place once the curtain comes down: the follow-ups. AI-driven insights empower organisers to personalise post-event engagement, tailoring follow-up communications to each attendee’s preferences and interests. Integrating event platforms with CRM or email marketing tools ensures seamless data flow for this personalised approach.
Looking ahead, by analysing large volumes of attendee data, AI can identify personalised content recommendations, exclusive offers, and relevant resources for post-event follow-up. Personalisation nurtures relationships with attendees effectively, fostering continued engagement and loyalty. Additionally, AI-driven insights provide valuable feedback on the effectiveness of post-event communications, enabling organisers to refine their strategies and optimise engagement in future events. By highlighting trends and patterns, organisations can supercharge their event curation capabilities.
AI in action
Imagine this: A small business software and CRM provider is looking for ways to help its time-starved small business clients. With a mission to demonstrate tangible value to both customers and prospects through efficient operations and events, the company recognises an opportunity to leverage AI to enhance its event management processes.
With AI embedded into its events platform, the company can improve the time it takes to optimise its entire webinar process for both top-of-funnel and bottom of funnel events. By Leveraging AI to create templates for customised webinar pages and email sequences, the team has saved tens of hours.
Further, thanks to AI, the company is also able to access insights it has never had before, giving the entire business the data to inform overall strategies. For example, the rich set of data that AI surfaces around specific event series could help the company better understand what areas of the product its users are interested in and use this data to guide its research, product development, event series, and written guides.
What does the future hold for the industry?
The event industry has consistently been at the forefront of technological innovation and Thryv is one of many tapping into this technology to level up their operations. As the GenAI revolution arrives, event organisers will be able to utilise an extremely powerful tool to elevate their campaigns, audience interactions, and post-event engagement.
As companies continue orchestrating hybrid events, a combination of past and real-time data will be a powerful tool to help organisers build events tailored to their audience. Leveraging AI ensures a deeper understanding of attendee preferences, optimising both the planning and execution phases for enhanced experiences.
By embracing GenAI strategically and proactively, organisers will deliver unforgettable experiences and solidify their brand’s position as a trailblazer in the era of AI-driven innovation. The future of events is here, and those who capitalise on the potential of GenAI will undoubtedly lead the way. This transformative technology will not only enhance operational efficiency but also provide deeper insights into attendee behaviour, enabling more personalised and impactful event experiences.
