AI
A matter of trust
PAUL COOK ASKS WHETHER WE HAVE REMOVED THE AI GUARDRAILS TOO SOON?
M eeting and event
professionals need trust. It’ s the underlying factor in making events and the event ecosystem function. No matter how much an event professional may believe they’ re in control, they aren’ t. There are too many aspects to events which mean delegating a task or a job. Without trust events can’ t happen.
You need faith in the contractors you bring in, the venue you choose, the speakers, the sponsors and the exhibitors.
It’ s been said that in-person events are where you are your authentic self, and the evidence seems to back this. At in-person events you know you’ re speaking to a person and not a fake brand or persona.
According to the 2025 Freeman Trust Report, in-person events create lasting positive impressions and build deeper trust between brands and their audiences. The research found that 95 % of attendees trust brands more after participating in an in-person event.
But trust can be lost in a heartbeat and reputational damage can ensue. Right now, the increasing use of AI could be causing an erosion of trust for some.
Take for example, using AI to screen job applicants. Does it work, is it making poor decisions and should it even be making decisions?
Robert Kenward, Fitability ® recruiter and founder, Jigsaw Talent Solutions, in the UK believes AI has a place with recruitment processes.
“ Trust can be lost in a heartbeat and reputational damage can ensue; now the increasing use ofAI could be causing an erosion oftrust for some”
“ When AI is used properly, it works best as a first-pass filter rather than a decision-maker. It can carry out an initial quality check quickly, helping recruiters respond more efficiently and filter out unsuitable applications early on.”
He continues:“ This approach is particularly effective in large multinational organisations managing very high application volumes. In a people-first industry such as events, however, its role is more limited. There is a conflict between promoting a people-centred culture and relying on automated screening at the first point of contact. Candidates notice these contradictions.”
However, AI surely has a valuable role to play when used in the right places. Take performance reviews as an example. AI can take notes, highlight areas for development, and track training needs, enabling managers to have more time to support and develop their teams rather than having to spend hours completing paperwork.
Kenward’ s lesson is clear: use AI but always have control over what you want it to do for you.
Creative content generation When it comes to creative content generation, many people claim they can spot AI generated content. Maybe they can, but if the content achieves its objectives, where’ s the problem?
But the bigger issue comes when there are few or no checks and balances in place. A lack of human oversight can lead to unhappy results.
Unfortunately, there too many are cases when brands have become unstuck with some of their marketing campaigns. For example, McDonald ' s Netherlands pulled its 2025 AI Christmas ad after a backlash due to their over-use of AIgenerated video.
And, Arctic Train, which operates a real Northern Lights Train experience out of Narvik, had to confirm that AI generated images of a new panoramic Northern Lights night train were not
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