Executive Summary
In the rapidly evolving world of events, technology plays a vital role in enhancing engagement, streamlining processes, and creating more personalised experiences. However, integrating new technologies comes with challenges, from organisational reluctance to concerns over data security.
A key consideration for event planners today is the adoption of AI. According to the ICE Benchmarking Research supported by Cvent, 41.4% of event professionals are already using AI in their planning and management processes, while 31% have not yet adopted it, and 27.6% are considering its use. This demonstrates both the growing role of AI in events and the hesitation among some organisations due to potential risks, such as data privacy concerns.
This white paper explores how to smartly leverage technology—including AI—to disrupt, engage, and stay ahead of the curve. It emphasises the importance of using tools that have a clear purpose beyond novelty, and highlights the need to balance innovation with attendee satisfaction and organisational readiness.
Introduction
Technology is revolutionising the way we approach events, but the speed at which it evolves can be overwhelming for event planners. Companies must balance the potential for enhanced engagement with the risks of over-reliance on technology, outdated systems, and concerns over privacy and data protection.
The ideas and solutions presented in this white paper were initially proposed by ICExpo partners, and further refined by the event guests through collaborative discussions. This collaborative outcome reflects the power of working together to solve common challenges and advance the use of technology in events. Through this approach, we’ve been able to address not only the possibilities that technology offers but also the concerns and hurdles that must be overcome to ensure successful integration.
According to the ICE Benchmarking Research, 41.4% of event professionals have adopted AI in their event planning processes, but a significant portion (31%) has yet to integrate it, with 27.6% considering it for the future. These figures show a clear divide in how comfortable the industry is with adopting cutting-edge technologies, particularly AI. As the event industry looks toward tools like AI and the metaverse, it is important to ask not just "what can technology do for us" but "what should it do?"
This paper explores the current landscape of event technology, highlighting ways to integrate it smartly and how to stay ahead of the curve by thinking strategically about its role.
Key Challenges and Issues
Engagement is a Key Factor
The primary role of technology in events should be to enhance engagement, not to dazzle for the sake of novelty. Attendees need to feel that tech is being used to make their experience more immersive, interactive, and efficient.
Purpose-Driven Technology
Using technology for technology's sake can be counterproductive. The goal should be to use tech to disrupt existing practices, add value, and drive deeper connections with attendees. Technology should be a tool for accessibility, creativity, and interaction—not just a flashy gimmick.
Measuring Tech Effectiveness
Event planners must have ways to measure the effectiveness of the technology they are implementing. Whether it's through engagement metrics, satisfaction surveys, or direct attendee feedback, understanding the impact is crucial for future tech adoption.
Risk-Aversion in Organisations
Many companies are hesitant to adopt new technologies due to concerns about cost, complexity, and data privacy. However, staying risk-averse can lead to stagnation. Event professionals must advocate for innovation by demonstrating clear benefits.
The ICE Benchmarking Research results show that while 41.4% of event professionals have embraced AI, a significant portion is still hesitant to implement it, with 31% not using it due to various concerns, including data security and risk factors.
Rapid Tech Expiration
Technology evolves quickly, and event planners need to think ahead. A tool that works today may become obsolete tomorrow, which is why it's important to adopt flexible, scalable solutions that can adapt to changing trends.
The Role of AI
AI offers many possibilities in improving the attendee experience, from live translation services to personalized recommendations. However, it also presents challenges related to data protection and ethical use. Event planners must approach AI thoughtfully, balancing its benefits with its risks.
With 27.6% of event planners considering the use of AI, as revealed in the ICE Benchmarking Research, it is crucial to explore how AI can be thoughtfully implemented to enhance attendee experiences without compromising privacy.
Personal Connections in a Tech-Driven World
While technology can improve efficiency, it cannot fully recreate personal, face-to-face connections. The challenge is to enhance networking and interaction without losing the human touch.
Overcoming Fears Around AI
Many attendees fear that AI will replace jobs or dehumanize the experience. Education and transparent discussions are essential to help people understand that AI is meant to assist, not replace, human interaction. According to the ICE Benchmarking Research, many organizations are still cautious about AI, with 31% opting not to use it, partly due to concerns around data security and job displacement.
Proposed Solutions
Do not be scared to ask. Ask and ask again—no question is silly when it comes to technology integration. Event professionals often hesitate to adopt new technology because they fear they may not fully understand it or that it will disrupt the event process. However, the best way to ensure successful integration is through continuous inquiry, learning, and adaptation. By asking questions and exploring the purpose and impact of each technology, planners can make informed decisions that truly enhance the event experience. Join the Monthly ICE CHAT and propose a topic—let's meet and discuss it as a group, sharing insights and solutions to common challenges.
Adopt Purposeful Tech that Enhances Engagement
Event technology should always serve to improve engagement and accessibility. Tools like live polling apps, real-time feedback platforms, and networking tools that facilitate meaningful connections can significantly enhance the attendee experience.
Resource: EventMB Guide to Engagement Technology
Use AI to Improve the Experience, Not to Overpower It
AI should be used to add value, such as live translation tools to overcome language barriers, or AI-powered matchmaking for networking. However, AI should not replace personal connections. As noted in the ICE Benchmarking Research, 41.4% of event professionals have already implemented AI in their processes, indicating a strong potential for AI to be a valuable tool.
Resource: AI for Event Planners – Cvent
Balance Tech with Human Interaction
While technology can streamline many processes, human connections remain vital. Event planners should seek a balance between tech-driven efficiency and meaningful human interaction. For example, tools like instant badge printing or real-time attendee data can streamline logistics while keeping the focus on face-to-face networking.
Resource: Best Practices for Event Technology
Incorporate AI Thoughtfully
AI tools like chatbots, attendee behaviour analysis, and automated scheduling are becoming increasingly popular in events. However, it's important to remain mindful of privacy concerns and ensure that attendees feel comfortable with how their data is being used. The ICE Benchmarking Research highlights the importance of addressing these concerns, as many organisations are still hesitant to adopt AI.
Resource: AI in Events – How it Works and How to Implement It
Stay Ahead by Planning for Tech Evolution
Invest in scalable, adaptable technologies that can evolve with industry trends. Tools like the metaverse may become more commonplace, allowing for virtual networking spaces, but planners must ensure these solutions align with audience needs.
Resource: Future of Event Tech: Virtual and Hybrid
Provide Education on New Technologies
Fostering a tech-forward culture requires ongoing education. Offer sessions or discussions that help attendees understand how to use new tools and highlight how they can enhance—not replace—their roles. Address common fears around AI and data security by offering transparency and education.
Resource: The Role of AI and Automation in Events
Use Tech to Encourage Networking
Introduce interactive technology like smart badges or AI-powered networking tools that allow attendees to interact more effectively. These tools can help connect individuals with similar interests and enhance engagement.
Resource: Networking Tools for Events – Event Tech Guide
AI and Live Translation Tools
Language can be a barrier in global events. AI-powered live translation services can make events more inclusive by allowing real-time translations for non-native speakers.
Resource: AI Translation Technology for Events
Conclusion and Next Steps
Technology is advancing at a pace that can be both exciting and daunting for event planners. While the pressure to stay ahead of the curve is real, it is essential to approach technology with a strategic mindset. Event technology should not just be about the latest trend but about making events more engaging, accessible, and efficient.
The ICE Benchmarking Research shows that while many event planners are already using AI, a significant portion are still hesitant or in the early stages of adoption. This highlights the importance of educating both planners and attendees about the benefits of AI and other new technologies.
By carefully integrating purpose-driven technology and staying informed about the latest advancements, event planners can create experiences that are not only innovative but also deeply engaging and valuable to attendees. Investing in flexible and scalable tech solutions, while continuously educating stakeholders, will allow events to remain cutting-edge without sacrificing the personal touch.
The ICEXPO has opened the door to new ways of engaging with delegates, exhibitors, and stakeholders. The question now is how we turn these insights into actionable change. By implementing the proposed solutions, event creators can elevate the role of events within the broader marketing strategy, ensuring that they are seen as essential components rather than optional add-ons.
Register to join an ICECHAT session here to continue this conversation and contribute to the development of a “good-better-best” strategy that will shape the future of event marketing.