ar·ti·fi·cial in·tel·li·gence NOUNThe theory and development of computer systems able to perform tasks that normally require human intelligence.
I recently spoke at ExhibitorLive! about NFTs and the Metaverse and their potential impact on events. During that presentation, I mentioned Artificial Intelligence but didn’t get a chance to dive into the details of how we are seeing it show up in the event space. AI can be a powerful tool for event marketers. Here are some ways that we are currently seeing it utilized at events.
PERSONALIZATION
I always talk about creating personalized attendee experiences and meeting customers where they are on their journey. Artificial intelligence has the power to create more personalized experiences through analyzing attendee data. It can analyze demographics, interests, and behaviors, and can recommend sessions, booths, products, and other activities that align with attendee preferences. Increased personalization increases brand and event relevancy and engagement.
ACCESSIBILITY
AI-powered chatbots can provide attendees with immediate assistance and answers to their questions. Chatbots can increase accessibility by handling a large volume of inquiries and making sure that attendees can get their basic questions answered quickly. They also free up staff time to focus on other important tasks.
ANALYTICS
Through AI technology, event marketers can analyze past event data to predict attendance, revenue, and other key performance indicators. This can help marketers make data-driven decisions, optimize marketing strategies, and improve ROI.
In addition to past event data, AI is now being used to analyze attendees at an event. With booth traffic tracking, exhibitors and show organizers can glean attendee sentiment about specific products, look at foot traffic patterns in their spaces, and understand not only how many attendees are engaging, but see exactly how they are engaging in a booth.
EVENT MANAGEMENT
Many routine event management tasks like scheduling, registration, and ticketing can be automated with artificial intelligence. AI can be used to streamline processes and create automations between software platforms to create efficiencies. This can save time and reduce errors, allowing event marketers to focus on more strategic tasks.
VIRTUAL EVENTS
AI can create immersive and interactive virtual events that provide a robust experience to attendees. While virtual events (in my opinion) cannot offer the same experience as a face-to-face event, virtual events can be a very cost-effective way to reach a wider audience. AI can analyze attendee engagement and behavior in virtual events, leaving event marketers with valuable insights into attendee preferences and behaviors.
CONCLUSION
Since AI is our technology du jour, let’s use it to help improve the attendee experience and to show leadership teams the value of events through data and analytics. AI can help event marketers create more successful and engaging events based on data-driven decisions, ultimately leading to better attendee satisfaction and event ROI.
Christina Piedlow, TPG President & CEO
Related: Why Exhibitors Should Be Tracking Booth Traffic