How event planners can use AI in 2025

The meeting and event planning industry is traditionally manual in terms of operations. While there have been advances to facilitate expedited check-in and streamlined communication, there is still a long way to go as an industry to be more automated and efficient. Planners have recently started to use Artificial Intelligence (AI) and other tools to create efficacy in their planning processes, enhance attendee experiences, and work smarter.

AI uses machine learning to analyze data patterns and create original content in the form of images, text, audio, and more. According to the Shift Meetings Megatrends 2025 report, AI tools have unlocked endless possibilities for meeting and event planners through “personalized experiences, enhanced networking opportunities, and improved analytics that create the ability to improve event marketing efforts.”

And the Amex GBT Meetings & Events 2025 Global Forecast reports 50% of meeting planners globally plan to use AI technology in 2025. While the world of AI is new to many planners, we have broken down some of the key ways meeting and event planners can start to incorporate AI into their work moving forward, as well as discussing some “watch-outs” related to using these technologies.

Top ways planners are using AI

By incorporating AI into their work, planners can not only be more efficient, but they can provide attendees with a more engaging and personalized experience at upcoming events and conferences. Here are some ways planners can start to use AI:

• Personalization: According to BCD Meeting & Events What’s Trending 2025planners can use AI and data to personalize the event experience for attendees. “Tailor event experiences by using attendee data to create custom agendas and personalized communication,” the report states. AI platforms such as Grip can suggest personalized sessions, activities, and networking activities to create custom agendas. Another way event organizers can personalize the event experience is through facial recognition. A platform called Too magicalfor example, uses AI facial recognition to distribute photos taken during events to the individuals in the photo.
• Customer support: AI-powered chatbots are being used to provide instant support to attendees and answer questions. For instance, Eventbritethe popular event management platform, incorporates AI-powered chatbots to support event organizers and attendees before, during, and after events. Before an event, AI is used for automated customer support and ticketing assistance. During an event, it’s used for real-time support and attendee engagement, and after an event it is used for feedback collection. This type of technology is starting to become widely used in both virtual and hybrid events. AI can also make events more accessible with features such as automatic transcription, translation, and live captioning.
• Marketing: AI can enhance the productivity of marketing campaigns. One of the ways this can be done, according to Shift Meetings Megatrends 2025is by using AI to “create social media posts, generate emails, and aid in sourcing different assets, from speakers and sponsors to events and vendors.” AI can also be used to optimize email campaigns, with tools that tailor messaging and predict the best times for sending emails for maximum engagement. Popular email marketing platforms such as Hubspot and Mailchimp have these types of AI features available to users.
• Event management automation: There are several AI-powered systems that can automate attendee registration, check-in processes, and badge printing, which can greatly reduce wait times and human error. Cvent offers attendees the ability to check in to an event quickly using QR codes or facial recognition technology (depending on the package), reducing wait times and improving the attendee flow at the entrance.
• Insights and analytics: There are AI tools and features that can easily analyze post-event survey responses, identify trends, and provide actionable insights to improve future events. For instance, popular survey platforms Qualtrics and SurveyMoney use AI and machine learning to provide deep insights into customer, employee, and attendee survey feedback.

AI watch-outs

While the use of AI has accelerated across every industry, the standards around AI are still a bit murky. According to the BCD Meeting & Events What’s Trending 2025 report, there is still a lot that needs to be done in terms of governance around AI usage. Organizations need to be mindful that not all stakeholders have the same policies or guidelines regarding AI and communicate any potential differences.

Ethics are also crucial in deploying AI, specifically regarding transparency and accountability. This includes making sure organizations disclose how AI is used for marketing purposes and taking responsibility for actions carried out by AI that may evoke bias.

Shift Meetings Megatrends 2025 notes that lawmakers have started to create safeguards against the potential risks of using AI. The AI Disclosure Act of 2023 was recently introduced to the U.S. Congress, which would require all AI-generated content to be accompanied by a disclaimer if the bill were to pass. The European Union recently introduced AI guardrails through a draft of the tentative Artificial Intelligence Act, taking an early lead in the global race to create legislation amid the surge in the use of generative AI. The new set of laws is slated to take effect in 2025.

It’s clear that event professionals are already reaping the benefits of using advanced technology such as AI in various aspects of their work, but some are concerned AI will soon take their place. As AI tools can be used to boost efficiency, the technology should not be completely relied on to execute all aspects of event marketing or production.

It is important for planners to become fluent in the many different ways AI can bolster the productivity and efficiency of their work. The Skift report states that “tools like ChatGPT can only effectively mimic human creativity, and they are not flawless in its execution.” Ultimately, AI-generated content cannot replace the human and hospitality-focused aspect of meetings and events.