AI & EVENTS
The power of AI in event planning
David Watt, CEO of marketing and events agency CI Group, offers advice on how event organisers can use AI to get the most out of their data and turn it into their most powerful asset for sharper planning and more impactful events.
• From predicting resource bottlenecks to real-time anomaly detection, AI optimises everything from staffing to concessions. The beauty of applying AI isn’ t just about saving time, it’ s about giving organisers the confidence to make better evidencebased decisions. When used proactively, AI transforms event data from static numbers into practical intelligence, which becomes a genuine driver of value and ROI.
For anyone working on largescale consumer events, data is the sharpest tool in the box. Yet despite the value it offers, it is still an underused resource. When harnessed properly, event data can be an organiser’ s most powerful asset, shaping stronger planning decisions and helping to deliver more impactful events – and that’ s where AI can lend a helping hand.
Valuable data too often ends up buried in spreadsheets or scattered across different platforms. Several pain points hold organisers back:
• Ticketing systems, social media feedback, surveys and onside technology can often sit in fragmented places. Bringing them together to view the full picture can be challenging.
• Time constraints in a fastpaced industry can rarely allow for deep analysis.
• Teams can lack the expertise to interpret complex data or translate findings into practical steps.
• Advanced analysis can feel daunting, especially when software tools seem overly technical or difficult to implement. This results in missed opportunities – not simply optimising ticket sales or sponsorships, but in improving audience experience in very tangible ways, such as reducing queuing times, tailoring content to preferences, and predicting where staffing levels will matter most.
Thanks to the power it has in transforming how organisers use their data, AI is rapidly becoming essential for those who want to work smarter,
DAVID WATT
not harder. By embedding AI into data analysis rather than manual sifting, event professionals unlock insights that would otherwise remain hidden.
• AI can handle vast quantities of structured and unstructured data in real time, drawing patterns from metrics that would otherwise go unnoticed.
• By analysing past attendee behaviour, AI can forecast demand curves, peak entry times, popular content themes, and even analyse industry trends – allowing organisers to prepare accordingly.
• AI-driven insights enable more tailored email campaigns, app notifications and onsite programming choices, ensuring audiences feel events are designed with them in mind.
Top AI tools for event organisers
Below are my most recommended AI tools for managing, capturing, and visualising data:
• Tableau: Known for its powerful data visualisation capabilities, Tableau is excellent for creating interactive and shareable dashboards.
• Zoho Analytics: Offers comprehensive data analytics and visualisation features, making it easy to create insightful reports and dashboards.
• Julius AI: Specialised in data analysis with ready-to-use workflow templates and multi-LLM support.
• Datapad: Offers real-time data monitoring with automated anomaly detection and powerful visualisation elements- ideal for improving experiences on the spot. While data and AI are powerful together, they are enablers, not replacements, for human creativity and intuition. The best results come when technology augments the expertise of experienced professionals. AI might suggest an optimal event plan but it’ s still the organiser’ s job to ensure the structure and content resonates with the audience.
As data and AI integration deepens, organisers who maximise its potential will be the best positioned to thrive. Professionals should stay open to new technologies and invest in tools, skills, and mindsets that foster data-driven decision-making. The payoff will be smarter planning, more satisfied attendees, and measurable impact at every stage of the event lifecycle.
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