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Leveraging AI to drive event success
Customer preferences and trends today are evolving at a rapid speed and frequency , with pressure on marketing teams to innovate upon key performance metrics . Whitespace Group marketing manager Kai McKechnie says that to keep pace , the use of artificial intelligence ( AI ) is needed for organisations to collect data , analyse and extract actionable insights
As I see a deluge of posts about ChatGPT and other artificial intelligence tools – mostly humorous queries , mediocre blog posts and viral cover songs – I can ’ t help but feel that most professionals , even those who are typically early adopters , are already being outpaced by the advancements since the beginning of the year . AI has been used in the delivery of events for years . Platforms such as Swapcard and Expoplatform both use AI for matchmaking , allowing the technology to create matches based on collected data and learning from people ’ s behaviour and choices throughout the show cycle .
42Chat has been bringing AI to trade shows with their web and text based chatbots . Their curated AI chatbots deliver Siri-like experience over text with a support tool for attendees , allowing organisers to capture automatic SMS opt-in , so they can reach their attendees over text . When the event is over , the chatbots can keep people engaged with the brand year-round to increase revenue through attendee acquisition .
However , unlike other major software developments of the past that are updated incrementally and centrally , new AI tools are spawning at a daily and even hourly , rate . It ’ s moving fast . A hell of a lot faster than “ What a great SEO article it generated ” or “ AI has written an email for me !”
ChatGPT represents the fastest adoption of any consumer app ever to date , mostly used to generate sales pitches and marketing materials
Other AI such as OpenAI ’ s DALL-E program can create original images based on a textual description by using a dataset of text-image pairs , while Durable describes itself as the world ’ s fastest AI website builder , using curated images and AI-written content to build a professional site in less than 30 seconds .
As an event professional and one who is heavily invested in how digital technologies drive attendance and experience , I ’ m deeply interested in how various AI platforms will transform the way event businesses work .
Event marketers have long been siloed , operating under the assumption that events were the sole critical touchpoint in a buyer ’ s journey . That ’ s no longer the case . AI isn ’ t just the future , it ’ s heavily ingrained in the present , informing data-driven experiences from a user ’ s first touchpoint to their last .
AI enhances the speed , precision and effectiveness of human efforts and will change events forever . Whitespace Group recently hosted an interactive roundtable discussion at our South London showroom to discuss how AI is transforming the events industry . Here are some areas that I think will begin to disrupt the large-scale events space using generative AI :
Digitally led engagement Whether you ’ re targeting a customer
58 — Summer