The Role of AI in Events and Marketing

Artificial Intelligence isn’t a far-off concept anymore, it’s already reshaping how some of us plan, design and deliver experiences.

However, success with AI doesn’t come from chasing every shiny new tool. It comes from knowing where it adds value, why it matters, and how to blend it into your workflow without losing the creativity, instinct and human touch that make experiences better, bolder and more unforgettable.

Below are a few practical ways I think that AI can genuinely support the industry, not as a gimmick, but as a tool that makes our work smarter, faster and more intentional.

1. Content Creation & Storylines

Why? Fresh, relevant storytelling is the heartbeat of every event and marketing campaign. AI can speed up production, but, it’s your insight that gives it actual meaning.

Best practice: Let AI handle the blank page. Use it to shape first drafts, prompts and repurposing. Then infuse it with human tone, humour and nuance.

You could try using AI to:

• Sketch the structure or first draft.

• Layer in brand voice, emotion and context manually.

• Repurpose long-form pieces into bite-sized formats.
  

2. Briefs, Scopes & BOQs

Why? Clarity upfront means fewer surprises later. Well-structured documentation keeps everyone aligned and accountable.

Best practice:AI can help build consistency across briefs, scopes and BOQs, making sure nothing gets missed.

You could try using AI to:

• Building smart templates (and even have AI fill in core details).

• Cross-check against industry standards or missing deliverables.

• Feed in supplier data to generate itemised BOQs faster.
  

3. Scheduling & Resource Planning

Why? In events, timing is everything.

Best practice:AI tools can integrate your timelines, calendars and dependencies to help anticipate roadblocks before they hit.

You could try using AI to:

• Auto-generate build-up and breakdown schedules.

• Use AI to spot bottlenecks early.

• Adjust live schedules in real time onsite.
  

4. Vendor Scopes & Onsite Coordination

Why? Vendors are the heartbeat of delivery. The clearer the scope, the smoother the show.

Best practice:Use AI to draft vendor task lists and reporting formats, then refine them with your creative and contractual expertise.

You could try using AI to:

• Assign AI-generated task lists by vendor type.

• Use live AI chat or dashboards for issue tracking and updates.

• Summarize progress reporting across multiple suppliers.
  

5. Wayfinding & Signage

Why? Good signage makes guests feel cared for and directs them with ease. Bad signage makes them feel lost and agitated.

Best practice:Use AI-driven design and predictive modelling to optimise layouts and traffic flow before you print a single sign.

You could try using AI to:

• Run simulations of guest flow through the venue.

• Check signage templates for consistency or errors.

• Use digital signage with AI updates for live information.
  

6. Marketing Planning & Advertising

Why? Your marketing is often the first touchpoint of the experience. AI can help refine targeting, forecasting and messaging but it still needs your creative eye.

Best practice:Combine AI’s data-driven insight with human storytelling to build campaigns that actually connect.

You could try using AI to:

• Use AI to forecast ROI across media channels.

• Review ad placements and performance reports.

• Personalise campaigns at scale without losing brand tone.
  

7. Social, Digital & Broadcast Media

Why? Events no longer exist in one space, they live across every channel. AI helps you adapt content quickly and consistently.

Best practice:Start with one strong story, then let AI help you tailor it for each platform.

You could try using AI to:

• Use AI to generate social calendars.

• Optimise ad spend using predictive insights.

• Repurpose imagery or video content for different audiences.
  

8. Sponsorship & Partnerships

Why? Sponsorships fuel growth and brand collaboration. AI helps identify and pitch the right opportunities faster.

Best practice:Use AI analytics to align sponsor goals with your audience data and event experience.

You could try using AI to:

• Build packages with AI-powered ROI projections.

• Personalise proposals with audience match insights.

• Track sponsor value delivery with dashboards.
  

Top Tips for Working with AI in Events

• Use paid or professional versions: free tools often come with IP caveats.

• Train AI: on existing data so that it has context

• Be specific: the quality of your request shapes the quality of the output.

• Expect to refine: AI gets you 50% there; your expertise delivers the rest.

• Keep testing and evolving: The tools move fast, but so does your creativity.
  

The Human + AI Equation

The future of our industry isn’t AI replacing people, it’s people enhanced by AI.

AI brings structure, speed and data. Humans bring originality, empathy and emotional connection.When you merge the two, you create experiences that are efficient and unforgettable.

AI isn’t here to take over. It’s here to take us further, to help us design better, think faster and spend more time doing what we do best: creating meaningful human experiences.