Opting into AI
Before you start mapping out your next business meeting or event, FCM Meetings & Events takes a realistic look at how AI (Artificial Intelligence) is changing the landscape. From creating an avatar in your own image (yes, we are not kidding!), to analysing the facial expressions of attendees, AI is delivering solutions and throwing up new questions.
So, what's the future of meetings & events in the AI age?
From attendee insights, to creating dynamic video presentations, there is no doubt that AI will transform the meetings, conference and events space.
Used as one of many different tools, FCM M&E is well versed in the way it can play a role in reimagining events. Cathy Broaders, Leader of Creative Services for FCM M&E, predicts that the biggest advantage of harnessing AI for customer events will be its ability to deliver hyper-personalisation. “We will increasingly have the ability to personalise each delegate’s experience at an event by using AI from the registration process, all the way through the event, by actively curating their journey,” said Cathy. “FCM M&E is investing in knowledge and tech to determine the best ways AI can potentially streamline processes for delegates, problem solve and reimagine events.”
Indeed, it’s the future and increasingly the widespread adoption and acceptance of AI in business will be led by younger employees entering the workforce who have grown up with AI – and who want to use it. Brendan Valmont, Group Product Manager, FCM M&E sees AI as influencing three core areas in the sector. “The attendee experience will be more streamlined, thanks to a more personalised experience and tools such as AI matchmaking with other delegates,” Brendan explains. “Secondly, event planning and management processes will turn to AI to help make better decisions and to develop AI targeted marketing campaigns prior to the event. And then post–event, AI can be used to automate the analysis of data and delegate feedback, while also collating the information into useful reports for customers and organisers.”
61 per cent of event vendors offer at least one AI-powered feature. The most common use is for matchmaking. Almost 40 per cent of vendors use AI to provide personalized connection suggestions to attendees.”
Source: Skift Report - Event Technology Made Simple – 2023 Edition
AI in the real world
The increasing prominence of AI in the meetings and events sector is a wake up call for all businesses to develop their knowledge of its potential, or to risk being left behind by companies that do understand and use it effectively. Below are just a few examples of how it can support businesses to plan and curate their events.
Prior to the Event
• Harnessing AI in the planning stages can help streamline processes, such as online registration.
• An intelligent chatbot can be incorporated into a registration website to respond to FAQs about the venue, location, event sessions and more.
• AI tools can be used to assist with the generation of dynamic content such as speaker presentations and videos.
At the event
• AI can facilitate the smarter, faster registration of attendees using facial recognition for a better overall experience.
• FCM M&E currently use ‘EventsAir’ for matchmaking - enabling delegates to connect and schedule meetings with other delegates.
• FCM M&E’s registration site and App can connect with delegates in real time via a live chatbot to answer FAQs, make recommendations and to curate a more personalised experience.
• AI applications such as Wordly, can translate presentations to a range of languages for different audiences in real time.
• Other AI tech can track attendees’ movement to assess dwell time and to measure engagement with a specific sponsor’s offering.
Post-event
• AI-powered transcription tools can help you capture and share event content with your customers.
• Automated AI assistants can design reports, analyse data and summarize event learnings.
• Post event analysis to help with planning future meetings using collected data to reveal attendee preferences, most popular sessions and delegate engagement.
AI that is here now
Here are just a few AI tools that FCM M&E can see shaping meetings & events now, and intro the future.
Synthesia is an AI driven video generator that can create a talking avatar presenter or a voice-over from your text (even cloning your own voice!) to deliver your message.
Grip is like an AI matchmaker providing intelligent matches for event visitors based on their unique profile. It can then recommend sessions, exhibitors, speakers, products and services.
Midjourney uses AI to create images from virtually any description you provide. Ask for an image of a bird in a tree and in less than 60 seconds – it will have options to then use in a presentation.
Zenus is an AI-powered solution that uses facial analysis to measure delegate demographics and behaviours. It also uses cameras to scan coded attendee badges, to track their movement around a space.
Is AI generating too fast?
While AI will have unlimited uses in the meetings and event space in the future, it also raises a few red flags. Corporates need to understand privacy laws, the legalities of holding personal data and what delegates find acceptable in regards to tracking their movements. Plus there are potential copyright issues – such as, who owns an AI created image? The law is still catching up and will most likely be a step behind the technology for years to come.
Ultimately, every organisation has to decide which AI tools are a right fit for their business and their company culture. At FCM M&E we believe the argument to maintain the human element will always be compelling, while also engaging with AI as a valuable tool where relevant. As Cathy Broaders explained – “every time we innovate and automate processes using tools such as AI, it gives us more time to focus in the things that matter, which is of course, our customers”.