AI in Events: Promise vs. Reality

AI has emerged as a transformative force in event planning and execution, promising to streamline processes and enhance attendee experiences. However, a recent survey reveals that while AI holds significant potential, its adoption remains limited due to concerns about safety, privacy, and vendor capabilities.

According to Conrad Mills, Principal Analyst, and Hannah Jachim, Researcher, AI could revolutionize the way events are planned and executed. Yet, Forrester’s Q1 2025 State Of B2B Events Survey indicates that its implementation is currently held back by cautious optimism and lingering reservations. One event leader described AI as 'more of a promise than a reality,' highlighting the gap between its potential and actual usage.

Current AI Applications in Event Planning

The most common application of AI in events is content creation. Survey data shows that 39% of respondents use AI to build event landing pages and write emails, while 21% leverage it to repurpose content post-event. However, usage varies significantly across different organizations. For instance, 47% of midsized organizations use AI for content creation, compared to just 29% of the largest enterprises.

In the financial services sector, only 19% of companies employ AI for content creation, whereas 40% of high-tech and telecommunications firms have adopted this technology. This disparity suggests that the benefits of AI are not evenly distributed across industries, with some sectors more willing or able to integrate AI into their event strategies.

Attendee Experience and AI

Despite its promise, only 7–15% of organizations currently use AI to enhance attendee experience through targeting, personalization, and assistance. Leaders prioritize AI for productivity and efficiency but express reservations about AI directly interacting with attendees. Over 40% of respondents see significant potential in AI for attendee experience but have no immediate plans to implement it.

This hesitation reflects broader concerns about AI’s readiness to handle complex attendee interactions. As one event leader noted, 'AI is still in its early stages when it comes to understanding and responding to human nuances. We need more time to ensure it can deliver a seamless and personalized experience.'

Tech Budgets and AI Adoption

Organizations with larger event technology budgets are more likely to have adopted AI and are exploring advanced applications. Among those spending over $250,000 annually on event technology, 68% use (or plan to use) AI for data analysis, compared to 39% of lower-spending organizations. High-tech spenders are also more likely to use AI to directly impact attendees, while low-tech spenders focus on AI for simple content creation, with 55% prioritizing this.

Enterprise event tech leaders express dissatisfaction with vendor AI claims, leading some to develop their own AI capabilities. Younger marketers are particularly enthusiastic about AI’s potential, especially in attendee assistance, predictive intelligence, and personalization. However, older generations, who often control adoption plans, remain more cautious.

The Future of AI in Events

Despite slow adoption, AI holds undeniable promise for event management. Some organizations are experimenting with facial recognition to gauge attendee sentiment, while others are exploring AI-driven personalization tools. As comfort with AI grows and its capabilities evolve, it will likely transform B2B events, enabling smarter, more personalized experiences.

However, event teams must act proactively to avoid being left behind. As one industry expert warned, 'AI is not a trend; it’s a fundamental shift. Those who fail to adapt risk falling behind in an increasingly competitive landscape.'