AI in events: 4 ways to create a personalized attendee experience
Discover the best ways organizers can implement AI in events to create a personalized attendee experience.
Artificial intelligence (AI) is bit by bit, transforming our daily lives and the way we do business. In all likelihood, you have already come across AI technology using assistants such as Alexa or Google Home, email spam filters, or Facebook photo tagging.
But what exactly is AI?
AI refers to any human-like intelligence exhibited by a computer, robot, or other machines.
The AI global market is expected to reach $267 billion by 2027 as its business applications are wide-ranging. They include image generation from text captions, matching vendors according to your needs, and recommending what leads to follow.
How can AI be used in events?
In the events industry, AI can solve one of the most common problems: delivering attendee experiences tailored to their personal needs and interests.
To tackle this problem, we outline four ways organizers can apply AI in events, improving and personalizing the attendee experience.
In the current scenario, the vast majority of events take a one-size-fits-all approach. Particularly when it comes to content, event organizers usually put together panels with top-quality speakers, hoping they will please everyone.
Large-scale events and conferences, often stretching over multiple days, can offer a wider variety of presentations, panels, breakout sessions, etc.
Yet, the onus is still on the attendee to navigate all the sessions and select the ones that best align with personal interests.
AI comes into play precisely in that scenario. Provided that attendees give their authorization, AI can analyze their interests, geographical location, social media data, career experience, etc.
Additionally, it can analyze past behavioral data, including interactions within the event platform such as watching sessions or visiting booths.
Subsequently, AI can give curated recommendations on sessions to attend and sponsors websites to visit.
To put it simply, think about Netflix. The streaming platform analyzes your watching history and predicts what you may be most interested in watching next.
That predictive technology can prove extremely valuable in events, particularly when it comes to repeat visitors who attend the same conferences year after year or attend a series of events from the same event organizer.
AI for matchmaking and business connections
Similarly, matchmaking engines powered by AI can analyze attendees’ profiles and behavior and suggest meetings with like-minded peers or suitable exhibitors.
Instead of meeting people at random or browsing the attendees’ list endlessly, attendees can make more quality connections according to their business needs and interests.
In other words, AI has the power to crunch all the data for attendees, who would otherwise have to mine all sessions, exhibitors, and sponsors.
Nonetheless, artificial intelligence needs an extensive breadth and diversity of data to make reliable and unbiased predictions based on the previously done data labeling.
For events, it relies on information provided during registration and on the behavior inside the event platform. Therefore, the more information people give, the more they interact with the platform, the better recommendations AI can provide.
In brief, AI can offer data-driven recommendations for peer-to-peer networking and exhibitor networking, as well as curated content tracks. It elevates the quality of the event experience by making it more personalized to their affinities.
AI for event chatbots
Chatbots are systems enabling customer engagement via messaging. They are a rising force in business communications, with a projected market size of over $1.3 billion by 2024.
In the context of events, chatbots can conduct conversations with attendees, simulating how a human would respond.
As a result, they can support attendees by answering frequently asked questions, providing relevant information, and escalating event organizers’ issues if needed.
Importantly, they are multichannel solutions, easy to implement for organizers and to use for attendees.
Indeed, event organizers can deploy them on the event website, social media, or messaging apps without downloading an additional tool.
And while they might be limited to simple requests, chatbots can free organizers to care for more complex and urgent issues. For instance, event organizers can train chatbots to answer questions like:
- “What time is the session on social media marketing?”
- “How do I get to the sponsors’ booths?”
- “Who are the speakers in this event? “
As outlined by the State of Chatbots Report, consumers in the U.S still place value on human-to-human interaction. Yet, over a third of them prefer to use chatbots over email or phone to get quick answers to simple questions.
AI for Facial Recognition
Finally, facial recognition technology with AI can be an effective tool to speed up and automate the event check-in process.
This tech scans previously uploaded photos (for example, during event registration), recognizes the attendee’s face, and turns them into biometric data. On the event day, cameras using the facial recognition system can identify attendees, match them to previously stored data, and check them in within a few seconds.
Additionally, facial recognition makes the event check-in safer. It proves particularly relevant in the current pandemic scenario, minimizing contacts with event staff.
Crucially, it improves the security checks, verifying attendees’ identity and shielding the event against fraud.
In conclusion, AI is by no means a finished product, but it can undoubtedly enhance the attendee experience at events. By offering tailored content tracks, matchmaking with like-minded peers and exhibitors, offering personal customer support or improving the event check-in, AI elevates the event value for attendees.
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