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“ Digital transformation is one of the megatrends shaping the transformation of business events ,” says GCB chief Matthias Schultze , who says there is a corresponding necessity for systematic data management .
Schultze says chatbots supporting the booking process , public transport routes adapted to passenger preferences or self-check-in at events – the use of artificial intelligence ( AI ) around business events is not a question of ‘ if ’ but of ‘ when ’ and ‘ how ’. And he sees a possible future scenario involving a Smart Meeting Assistant ( SMA ), powered by sophisticated AI , which could support event planners throughout the entire customer journey .
Schultze adds that AI applications need data and lots of it , meaning it is key to break down data and application silos in order to be able to provide users , such as event planners or attendees , with the desired correct information quickly as well as in a structured , up-to-date and personalised way . Connected data is important , with the process of planning to attend an event usually consisting of a large number of
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individual steps , including booking train / plane tickets and accommodation as well as checking the weather , possibly researching onwards transport services , local restaurants , the event programme , safety and hygiene precautions and so on . Currently , this requires a large number of applications .
A high-quality data infrastructure , including open data , can address this issue , Schultze notes . “ For the products and services of German business event providers to be found and processed in the future at as many digital touch points as possible , they must be machine-readable and be available in a uniform manner ,” he says .
By linking data in a knowledge graph , the bureau shows how relationships between different data can also be displayed .
Led by the GCB , the country ’ s MICE industry will be able to link up with this project to map its offers as comprehensively as possible .
“ AI is an opportunity to reach people even more quickly , to delve deeper into the reasons that drive their requirements , and to use mass-customised services to achieve a new level of customer satisfaction ”, says Petra Hedorfer , chairwoman of the
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Above : Matthias Schultze
Below : Open Data Knowledge graphic : MICE
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German National Tourist Board .
3 . Sustainable meetings The challenges around climate change are huge , but the business events community has already identified important milestones and started the journey towards a sustainable future .
Successful sustainability solutions can set the tone and encourage all kinds of business event stakeholders to join in to create a snowball effect .
The GCB says it has identified strategic measures , including the best possible use of technology and combining travel for business events with other occasions such as holidays or other business meetings to make it more meaningful .
The Sustainable Meetings Content Hub on the GCB ’ s website is a repository that offers a whole host of materials and advice on sustainability , including an online map visualising train travel distances in Europe , a CO2 calculator , and Siemens ’ Green Stay Initiative which selects hotels according to sustainable criteria . n
n www . gcb . de / en / sustainability / contenthub /
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