Around 40 per cent of event planning could be supported by or handed over to artificial intelligence (AI), with administrative tasks, data and reporting offering the greatest opportunities for automation, according to new research.
The findings feature in Less Mindless, More Meaningful: What AI Is Actually Taking From Event Work, co-produced by Cvent and Meetings Professionals International (MPI).
The report recommends that teams start with individual tasks, measure the results and gradually expand their use of AI. Strategy and relationship-building remain areas where human input is particularly important.
The research accompanies the launch of the Cvent Center for Event Insights, a new initiative focused on research, best practice and collaboration across the events, hospitality and technology sectors.
“In the age of AI, technology is rapidly reshaping how
people connect, plan, and create unforgettable experiences,” said Amy Lucia,
chief marketing officer at Cvent. “We want event, marketing, and hospitality
teams to have the insights and best practices to adapt and excel.”
A second report, Event Performance Landscape in the Age of AI, is a Forrester Consulting study commissioned by Cvent. It examines how organisations use events to drive growth, capture value from event data and prepare for AI-enabled engagement.
Its findings suggest a gap between AI adoption and measurable results. While 59 per cent of organisations use AI to create event content, only 26 per cent report significant improvements in this area. Greater gains were reported in pre-event marketing strategy, where 46 per cent saw significant improvements, and data analysis, at 44 per cent.
The study also found that 70 per cent of respondents believe events are becoming more important as AI increases the volume of synthetic content across digital channels.
Together, the reports explore how event teams can achieve greater value from AI, highlighting the importance of data quality, targeted implementation and retaining human expertise in strategic and relationship-focused work.
The Cvent Center for Event Insights plans to publish further research, convene industry experts and provide a forum for event, marketing and hospitality professionals to share practical experience.
Both reports are available at eventinsights.com.
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
