Innovating for AI-Driven Growth in the Meetings and Events Industry

Innovating for AI-Driven Growth in the Meetings and Events Industry

According to an Associations Now article, the meetings and events industry is poised for a promising year ahead, driven by technological advancements and a resurgence in in-person gatherings. The article cites the 2025 Global Meetings and Events Forecast by Amex GBT Meetings & Events, which states that 66 percent of surveyed professionals anticipate increased budgets, reflecting optimism for industry growth. The renewed preference for in-person meetings, cited by 59 percent of respondents, further bolsters this positive outlook.

A significant portion of planned investments will be directed toward technology, focusing on artificial intelligence (AI). In the article, Ariana Reed, Director of Global Strategic Partnerships at Amex GBT, highlights the strategic push toward optimizing current technologies and integrating AI to enhance registration processes, event communications, and planning efficiencies. AI is being utilized by 42 percent of planners for attendee-sponsor matchmaking, tracking engagement, and managing logistics.

Beyond basic applications like content development and chatbots, AI is now central to creating personalized attendee experiences and efficient planning processes. Reed notes the growing use of AI in registration for tailored communications and sourcing tools for robust RFPs, emphasizing its role in improving both operational efficiency and attendee satisfaction.

Content quality and venue selection remain critical to successful events, with 38 percent of respondents prioritizing event content and agenda. Sustainability also plays a pivotal role, with nearly half the planners setting defined sustainability goals. However, challenges persist in finding partners who meet these standards and managing events’ environmental impact.

Looking ahead, the report underscores the importance of curating personalized, memorable experiences, leveraging AI and data analysis to enhance engagement, and understanding attendee behavior. This strategic focus aims to enrich the attendees’ emotional connection to the event, making their experience unique and impactful.