How Can We Use AI to Enhance, Not Replace, The Human Touch In The Event Industry?

While attending ICCA Congress 2024, I had the unique opportunity to engage in a conversation with Anneka, an AI robot equipped with impressively human-like facial expressions. This experience was unlike any I’ve had with AI—Anneka didn’t just respond; she interpreted and mirrored the nuances of our exchange, offering tailored insights on how we could leverage AI to elevate personalized guest experiences at DECC. Observing Anneka’s ability to process and respond to my questions, albeit with a mic system that prioritized her listening, highlighted the potential of AI to blend seamlessly into high-touch environments, transforming hospitality and guest engagement.

Anneka’s recommendations opened my mind to AI's possibilities for enhancing customer experience. It was a clear reminder that AI doesn’t merely stand as a substitute for human interaction; instead, it acts as an extension, enabling venues like ours to understand and serve our guests on a personal level with high consistency and scalability. This experience offered food for thought on the future of our industry, showing that AI-driven solutions, particularly those involving adaptive and emotional intelligence, could redefine the warmth and impact of our interactions with clients and attendees.

That made me think about different aspects of using AI in the event industry. It is all about balance—harnessing technology to make processes smoother, more inclusive, and, ultimately, more human-centered. The goal is to let AI handle repetitive, data-heavy tasks, giving professionals more time to focus on creating memorable, personal experiences for attendees. Let’s look at how this works in real-life examples, like those showcased at the 2024 ICCA Congress, where AI was introduced as a tool to enhance—not replace—the human touch.

1. Personalizing Attendee Experiences with AI

One of the most powerful ways AI supports the human touch in events is through personalization. Imagine planning an international conference where attendees have diverse preferences, schedules, and even dietary restrictions. AI can analyze registration data and past behavior to make recommendations tailored to each attendee. For instance, generative AI can create custom agendas, suggesting sessions or networking opportunities based on individual interests.

At the 2024 ICCA Congress, AI was used to analyze attendee preferences, helping organizers curate experiences that felt personalized and relevant to each participant. This approach makes attendees feel valued and streamlines their experience, enhancing satisfaction and engagement without detaining the human element.

2. Real-time AI Translation for Global Inclusivity

The event industry is inherently global, and inclusivity is vital. AI translation tools like Wordly showcased at the ICCA Congress, provide live translation, making events accessible to non-native speakers in real time. This means attendees from different countries can participate fully, breaking language barriers and fostering a sense of belonging. Instead of relying on limited translation services or risking misunderstandings, live AI translation creates an inclusive environment where everyone feels part of the conversation. These tools don’t replace human interpreters in all situations but offer a scalable, accessible solution that allows event organizers to focus on creating culturally rich, inclusive experiences.

3. AI-Powered Planning and Logistics Support

Event planning is detail-intensive, and AI can handle some heavy lifting here. By automating processes like scheduling, ticketing, and even on-site check-ins, AI reduces the risk of human error and allows staff to focus on higher-level interactions. For example, at the ICCA Congress, AI-supported logistics were used to simplify coordination, making the event smoother for both organizers and attendees. Generative AI can also analyze event data to predict attendance patterns or optimize room assignments, which improves efficiency and attendee comfort. By handling these operational details, AI enables event professionals to spend more time engaging with attendees, solving problems on the spot, and adding personal touches that make an event memorable.

4. Elevating Networking with AI Matchmaking

One of the most valuable parts of any event is networking, and AI can enhance this by making personalized matches between attendees. AI matchmaking tools use data like job roles, industry, and stated interests to suggest connections, ensuring people meet the most relevant contacts. At recent events, attendees have been matched with others who share similar professional goals or complementary skills, making networking more meaningful. This AI-driven approach increases engagement and creates a sense of community by connecting like-minded people. AI matchmaking makes networking more effective and less intimidating, allowing professionals to build genuine connections more efficiently.

5. Supporting Event Sustainability with AI

Sustainability is increasingly important in the event industry, and AI can play a crucial role in reducing waste. AI can optimize resources—like predicting attendance numbers more accurately to reduce excess catering or printing—and help track carbon footprints, enabling more eco-conscious decision-making. At the ICCA Congress, discussions on sustainability highlighted AI’s potential to track and reduce waste, an area where technology amplifies human intentions rather than replacing them. With this data, organizers can make informed choices that align with sustainability goals, like minimizing travel emissions by offering hybrid options or using recyclable materials at venues.

6. Streamlining Feedback and Continuous Improvement

Finally, AI can enhance the post-event experience by continuously analyzing feedback to improve future events. AI-driven sentiment analysis can evaluate attendee feedback more comprehensively, identifying satisfaction patterns, improvement areas, and overall sentiment. This data allows event organizers to adjust based on real insights rather than assumptions, making each subsequent event better than the last. By letting AI process feedback at scale, professionals can gain deeper insights and apply them to create more tailored, attendee-focused events moving forward.

Keeping the Human Touch in the Age of AI

At its best, AI is a behind-the-scenes enabler, taking over time-consuming tasks so that event professionals can focus on what they do best—creating warm, human-centered experiences. The ICCA Congress showed us that AI is not about replacing human interaction but enhancing it. By automating logistics, personalizing experiences, and fostering inclusivity, AI helps the event industry deliver the high-touch experiences attendees value most.

With the thoughtful use of AI, event professionals can balance technology and humanity, ensuring that events remain memorable and meaningful.

Transform Uncertainty Into Empowerment

AI advancements bring a host of unknowns that can create anxiety, especially for professionals in the events industry, where personal interaction is so valued. But the key to alleviating this stress lies in proactive learning. We can transform uncertainty into empowerment by developing a solid understanding of AI’s possibilities and limitations. For example, AI can assist with routine logistical tasks or even help personalize attendee experiences through data-driven insights, as seen in applications at recent events like the ICCA Congress 2024

When we understand how AI can support our goals, we can use it to enhance the event experience without feeling like it's a threat to our roles.

Training and upskilling in AI applications allow professionals to reframe these technologies as tools that complement our creativity and expertise rather than replace them. Facing these changes with knowledge and curiosity creates a balanced mindset, enabling us to integrate AI thoughtfully while keeping the human touch at the heart of what we do.

The real power lies in our ability to bridge the gap between fear and opportunity.

Adapting and thriving amidst rapid advancements like AI isn’t just about learning new tools; it’s about transforming how we approach change itself. This adaptability fuels leadership and is a key driver of business success, especially in today’s fast-evolving environment. We need the confidence to lead through uncertainty if we want to make impactful decisions with clarity and conviction.

An executive coach provides invaluable support in this journey. We can create a personalized growth plan tailored to your unique strengths and challenges by working together. Whether you are aiming to elevate your business strategy, develop stronger communication skills, or learn to lead with resilience, executive coaching offers real-world tools and strategies to help you succeed. If you are ready to invest in your leadership potential, I invite you to explore executive coaching with me. Let’s make this a collaborative journey to leadership excellence—one where you are equipped to turn every challenge into an opportunity.

Feel free to share your thoughts and questions—I promise to respond to every question, thought, or concern, ensuring your voice is heard and valued.

Anastasios Kotzias

Event Management Professional | Certified Executive Holistic Coach, ICF PCC | Director of Sponsorship, ICF Doha Chapter Board | Co-Author

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