Meeting Planners Embrace AI Technology for Enhanced Engagement in 2025
In a recent survey, meeting and event professionals expressed an optimistic outlook for their industry as they head into 2025, especially with the growing integration of artificial intelligence (AI) technology.
The 2025 Global Meetings and Events Forecast, released in October by Amex GBT Meetings & Events, gathered insights from over 500 meeting professionals. Notably, 66 percent anticipate increased budgets for the upcoming year. A significant driver of this optimism is the resurgence of in-person meetings, with 59 percent of respondents preferring them.
Investment in Technology
Much of the expected budget increase is earmarked for technological advancements, particularly in AI. Ariana Reed, Director of Global Strategic Partnerships at Amex GBT, remarked, ‘Teams are focused on optimizing and assessing current technology to ensure teams are upskilled. Additionally, we are constantly piloting and testing new technologies, mainly AI-centered at this time, to support registration and event communications.’
42 percent of planners are using AI for matchmaking for attendees and sponsors.
According to the report, AI’s role is expanding beyond its initial applications, such as content generation and basic chatbots. The survey revealed that 42 percent of planners utilize AI for matchmaking between attendees and sponsors, while nearly 40 percent use it to monitor attendee engagement and manage event logistics.
‘The focus on generating creative content is primarily because teams are learning to harness the new AI enhancements within those applications,’ Reed added. ‘AI features are now more present within registration for personalized communications… to improve attendee experience with more personalization.’
Emphasizing Content and Sustainability
The survey results underscored the significance of content and venue quality in enhancing attendee experiences, with ‘event content and agenda’ cited by 38 percent as the most critical factor. Sustainability also emerged as a priority, as 47 percent of planners reported having clearly defined sustainability goals for their events.
Looking ahead, the report advises planners to focus on curating unique experiences that resonate with attendees. Reed concluded, ‘The process is more focused on customization and personalization supported by AI whenever possible to provide us with more specific content and ease in the planning process.’
In conclusion, as planners gear up for 2025, the integration of AI technology is poised to revolutionize the events industry, making meetings more engaging and tailored to attendee needs.
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