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Technology Safety & Security

AI for Events: How Artificial Intelligence Improves Efficiency and ROI

By Meaghan Maybee on April 3, 2023

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Meaghan Maybee
Meaghan Maybee

As pc/nametag's in-house Word Wizard, Meaghan creates educational content that brings people together and drives meaningful conversations in the events industry.

When we think of artificial intelligence (AI), many of us recall futuristic sci-fi movies, virtual reality, humanoid robots, or even biometric security devices in spy movies. 🤖💻

However, AI isn’t just a thing of the imagination; it involves real-life technology that empowers us to improve our lives. From Google Maps’ smart navigation to Amazon’s virtual assistant “Alexa,” many of us use artificial intelligence and machine learning every day—even if it’s just to unlock our phones with a face or finger scan.

How can artificial intelligence help event teams gather data, engage audiences, run analytics, and improve their annual ROI? Read on to learn from event technology experts on how AI can improve the efficiency and effectiveness of meetings and events.


How AI Improves the Event Experience: Insight from 13 Experts  

Avner Brodsky Headshot

“AI chatbots collect valuable insights and improve the event experience.” 

"Back in 2014, we first saw the use of Pepper, a four-foot-tall, white-colored humanoid robot model who greeted people at conventions, particularly in Japan where it was created. The robot could carry out simple conversations, provide directions, and give explanations about products and services. Over the years, hundreds of Pepper robots have made appearances at company events and conventions.

Event professionals continue to use AI chatbots and similar machine learning tools to handle event registration, send attendee reminders, gather event ROI data, and more. Artificial intelligence tools can even compile information from participant profiles to personalize the event experience and increase audience engagement."

 Avner Brodsky, CEO and Co-founder of Superwatches

Pepper-Fist-Bump Pepper Robot fist-bumps a conference attendee (Original Source)

Eden Cheng Headshot

“AI simplifies and strengthens event marketing strategies.”

"Event planners today are utilizing AI to improve countless processes, from locating event venues to connecting with vendors, developing event marketing plans, and reaching out to people who are best suited to attend their events. This has traditionally been a manual, pain-staking task, but AI can make the process easier and more efficient.

Additionally, AI can run data to pinpoint attendees’ interests and collect social media data, both of which can help provide better recommendations and personalized event experiences.”

Eden Cheng, Founder of WeInvoice


Alberto Rizzoli Headshot

“AI helps event planners understand their audiences' behavior.” 

"One of the most interesting ways event organizers are using artificial intelligence is to analyze and detect audience emotion. To illustrate, AI technology at car shows can monitor how many people look at a car or interact with it. This is one strategy that can help your team better understand audience behavior and adjust messaging accordingly.

Another use case for AI relates to capacity and usage analytics, which allows event organizers to do more effective capacity planning and setup.

Lastly, event organizers are using AI to fully personalize the conference experience for participants. Imagine assigning everyone an AI bot to guide them throughout the venue or to connect them with people who have similar interests.”

Alberto Rizzoli, CEO of V7 Labs


Olivia Tan Headshot

“AI guides stronger marketing and social media campaigns.”

"Getting the right people to attend your events has become easier than ever. AI, for instance, helps event marketers collect data on potential attendees, then use these findings to drive stronger event marketing campaigns and social media strategies.

This data can also be used to identify trends and make changes where necessary to optimize your efforts.

I recommend collecting demographic information with AI-led software to create more efficient ads and leverage customized messaging for different audiences. Try using AI tools like ChatGPT as a starting point to promote your event and sell event registration packages to exhibitors.”

Olivia Tan, Co-founder of CocoFax


Surefire Marketing Tactics Any Team Can Use - Download 

Yordi Smit Headshot

“Artificial intelligence transforms simple services into engaging event experiences.”

"Imagine that a guest walks up to the bar at your event and automatically receives their preferred drink without even needing to place their order. 🍹 Smart event registration systems can gather information like this upfront and, in turn, can create a personalized profile of and for the event attendee.  

Another good example of applying artificial intelligence to the meetings and events industry is through the use of facial recognition. This technology can be used within security lines, at guest registration, and to add gamification aspects to an event.

As an event planner, find ways to use AI to transform simple services into experiences. Everyone wants to receive a personalized event experience and AI will play a big role in this through personalized agendas, activities, gamification, and more.”

Yordi Smit, Sales Manager at Spacehuntr 


Bram Jansen Headshot

“AI improves event security by reducing human error.”

 "Artificial intelligence is at the forefront of event security, especially with programs like facial recognition and biometric registration coming into play. These technologies check peoples' identities more accurately, while also reducing human error and oversight. 

While AI security systems may seem costly compared to the expense of hiring extra personnel, the cost can actually be comparable or even lower in some situations. These systems are a great way to improve your event risk management plan for staff and attendees alike.”

Bram Jansen, Chief Editor of vpnAlert


Heinrich Long Headshot

“AI security creates safer, more secure events that attendees trust.” 

"In the past, event planners have struggled to maintain proper security measures at large events, but AI may be a part of the solution. Facial recognition software is fantastic for the registration process at an event and ensures that no visitor enters without having their face checked within the system. This software will also track who is at your event and if anyone is missing.

In the future, it may become more commonplace to leverage AI to conduct automated background checks as visitors enter an event. The goal would be to create a safer environment for the event itself and its planners. As a cybersecurity expert, I know how important it is to be more "safe than sorry" when it comes to security risks.”

Heinrich Long, Privacy Expert at Restore Privacy


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Miranda Yan Headshot

“AI helps event planners enhance and streamline business processes.” 

"Over the years, machine learning tools have helped replace manual labor, cut costs, and return more time to event planning teams. We are already using AI tools to process and sort out vast amounts of data. Gone are the days of spending hours locating the right person for the right task, like catering or decorating. AI will not only aid in faster decision-making and vendor nomination but may even set ROI records for clients.”

Miranda Yan, Co-Founder of VinPit 


Alex Claro Initials (1)

“AI collects real-time, accurate feedback to improve future events.”

"Through the use of chatbots, AI can be used to improve attendee engagement by taking polls and surveys during the event. This level of real-time, accurate feedback provides useful information for evaluating the progress of an event and preparing for the next one. The more evidence you can collect, the more strategic your future choices and strategy can be.”

Alex Claro, VPN Analyst at CreditDonkey


David Attard Headshot

“AI breaks down language barriers and connects guests of all backgrounds.” 

"We already know that artificial intelligence tools can help event planners work more efficiently and save time. But now, AI has evolved even further to help us overcome language barriers during various events. These tools can potentially eliminate the need for a translator. Machines can now function as personal translators for guests, no matter the language they speak.”  

David Attard, Digital Consultant and Web Designer at CollectiveRay


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Carla Diaz Headshot

“AI enables planners to cater experiences to the specific needs of their audiences.” 

"AI is used in many industries to create personalization. These days, it has become much more important to create niche events that attract the right individuals. AI is the tool to help accomplish this goal.

AI allows you to target the right individuals through data capture. This ultimately allows you to create an event that caters to the specific needs of your audience. You’ll also feel empowered to implement strategies that attract your target audience base. The final result is the ability to improve the attendee experience and ensure that your event is one that they’ll remember.”

Carla Diaz, Co-founder of Broadband Search 


Alex Bekker Headshot

“AI boosts attendee satisfaction through customized agendas and session suggestions.” 

"AI can be leveraged at many stages of an event life cycle. Popular examples include event marketing campaigns, where AI can personalize messaging using big data on potential attendees. It can also be used via chatbots to register attendees to the event, answer their questions, and share event updates. 

During the event, AI can use attendees' personal information and preferences to recommend relevant event sessions and networking opportunities, which is especially feasible for large-scale events.”

Alex Bekker, Head of Data Analytics Department at ScienceSoft 


Anna Anisin Headshot

“AI gathers measurable data to boost event ROI.” 

"AI plays a crucial role in helping us gain a deeper understanding of audience metrics, from who’s attending to what they’re interested in. It will also reveal trends in content that people engage with and how to improve the event experience for the audience. 

AI is making it more efficient to process information from the enormous amounts of data gathered in the events industry. Now, we can process vast amounts of data that may otherwise be unreadable or require a professional to distill.

AI can even be used to read your event requirements and search for the right vendors. Having data readily available for the company to decide on something means faster decision-making and less time wasted.  

One of the most interesting ways that AI can be used within the events industry is to connect attendees with similar interests and backgrounds. Not only does this technology enhance networking opportunities, but it can also foster more meaningful conversations. We’ll continue to see more real-time attendee metrics, allowing for faster adjustments within an event for greater audience engagement.”

Anna Anisin, Founder and CEO of Formulatedby 


Must-have Event Technology for Meeting Planners

As an event professional, there are unlimited ways to leverage technology solutions like artificial intelligence tools to streamline processes, improve security, and support data capture. With so many different technology options on the market today, you’re bound to find a combination of tech applications that work for you!

Looking for cost-effective ways to incorporate technology into the attendee experience? pc/nametag has a variety of brandable technology gifts to feature at your event, including USBs, power banks, phone accessories, earbuds, speakers, and more.

Don’t forget to set yourself up for success with on-site name tag printers, including thermal printers for an expedited registration process and fast, easy, smudge-free printing. Don't forget to stock up on RFID direct thermal name tag stock!



shop the Zebra ZD621 Direct Thermal Printer for events from pc/nametag

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