Associations have made significant strides in integrating generative AI into their operations, particularly in content creation and support functions. However, they now face a critical juncture: whether to leverage AI more dynamically, especially in personalizing experiences for their members and event attendees.
Recent developments suggest a growing interest in expanding AI applications beyond basic uses. In December, Ariana Reed, Director of Global Strategic Partnerships at Amex GBT Meetings & Events, noted that organizations were poised to enhance AI usage, particularly in areas such as personalized communications during registration and more robust sourcing tools for event planning. The goal, she explained, was not only to improve operational efficiencies but also to enhance attendee experiences through personalization.
Despite this optimism, progress has been slow. A Forrester report on B2B events revealed that while 39% of organizations are using AI for content generation related to events, the adoption rate drops significantly for more advanced applications: only 23% use AI for event data analysis, and a mere 15% for attendee personalization, such as tailored session recommendations and networking suggestions.
The hesitation stems largely from concerns about privacy intrusion. According to the Forrester report, leaders are focused on using AI to boost productivity and efficiency but are apprehensive about applications that directly impact attendees. This cautious approach is understandable, given the data management challenges inherent in AI implementation. Organizations must address security concerns and establish clear protocols around data usage.
To move forward, association leaders must be transparent with both members and staff about the data being used and how it’s being utilized. As Erica Salm Rench, Chief Marketing Officer at Sidecar, emphasized, association leaders have a dual responsibility: educating their staff about AI and serving as thought leaders to guide their members in AI adoption.
The current landscape, marked by uncertainty about economic conditions and travel trends, is likely to drive associations to seek efficiency improvements. While the potential of AI in event management is significant, with some pioneers exploring innovative applications like facial recognition to gauge attendee sentiment, associations must first demonstrate their commitment to respecting attendees’ privacy.
