line from Jonathan Dufton ’ s article in the August / September edition of EW , ‘ The time is coming for real digital alternatives ’, struck a chord with me when reflecting on digital , live and hybrid events :

“ And , despite the emergence of AI-powered matchmaking solutions , recreating face-to-face networking remains a challenge ”.

Having worked in events for 25 + years , I think we could be overlooking some of the original strengths of serendipitous and arranged faceto-face networking especially when we ’ re tempted by the myriad of AI-powered matchmaking platforms promising instant solutions ... if not a panacea for face-to-face networking .

Since we started Newbridge Events 10 years ago , we have helped a growing number of event organisers deliver a superior customer experience for their VIP visitors and improved ROI for their key exhibitors . We have done this by going back to basics and ‘ talking ’ with and ‘ listening ’ to all parties involved ; real human-to-human interaction that is ‘ supported by technology , not led by technology ’.

I ’ m not saying that there is no place for AI-powered matchmaking and , indeed , we use it to support our services . When developed wisely and in sync with organisers ’ objectives for their events , AIpowered matchmaking can benefit many visitors and exhibitors as long as everyone involved accepts that the information submitted by participants will limit the overall success .

However , for the top visitors with

detailed buying requirements , this is not enough . We know the only way to truly understand what they want is by speaking to them .

During the recent lock-down we have reaffirmed through projects we have been involved in that these principles also apply in digital and hybrid environments .

There are additional benefits to this human interaction which are overlooked time and again . One of the most important is that it delivers real insight into what visitors and exhibitors are looking for , where they see themselves , their companies and their industry going , and why they want to attend events . Another terrific benefit is that we establish a real human connection rather than just another artificial electronic interaction . We have found that this builds loyalty and trust with both visitors and exhibitors which can only be a good thing during the current

Above : David Woodbridge , managing director , Newbridge Events

unprecedented times for the events industry .

My final thought is that there can be a good case for combining AI and RI when implementing matchmaking programmes whether for live , digital or hybrid events . If implemented together they could provide a solution where AI sweeps up the majority of the audience in a low cost and low maintenance manner , leaving RI to work at a human level with those high value customers with very specific or complex buying needs .

On its own AI is undoubtedly a fantastic enabler and works for much of the audience provided they really engage with it . But it ’ s not a panacea because no matter how clever the platform , junk in = junk out .

By contrast , RI is human , it understands top exhibitors ’ and buyers ’ needs , it brings insight and makes connections , and it delivers genuine face-to-face networking .