Meeting Planners Expand AI Use in 2025
Meeting and event professionals are optimistic about the industry’s future, as indicated by a recent survey. The 2025 Global Meetings and Events Forecast, released in October by Amex GBT Meetings & Events, shows increased budgets and a preference for in-person gatherings, with AI playing a significant role in their plans.
The forecast is based on surveys and interviews with over 500 meeting professionals. A significant 66% of respondents expect their budgets to increase in 2025, a positive outlook influenced by the resurgence of in-person meetings, favored by 59% of those surveyed.
Emphasis is being placed on technology investments, specifically AI. According to Ariana Reed, Director of Global Strategic Partnerships at Amex GBT, “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 but also to create efficiencies in the sourcing and planning process.”
AI is being utilized in various ways. Nearly half of the planners (42%) are using AI for matchmaking between attendees and sponsors. Approximately 40% use it to track attendee engagement and manage event logistics. Reed noted that the focus is on “generating creative content…to harness the new AI enhancements within those applications,” adding that AI also helps to improve attendee experience with more personalization.
When it comes to improving meetings, content and venue quality are most important to the attendees. The survey indicated that “event content and agenda” (38 percent) as being the most important factor to a good attendee experience, closely followed by the quality of venue and destination.
Sustainability is also a major consideration. Nearly half (47%) of respondents have specific sustainability goals, with over half (54%) considering it very or extremely important when planning meetings. However, planners also find it challenging to find partners who can meet these goals, manage waste onsite and measure environmental impacts.
The report recommends that planners emphasize memorable attendee experiences, which could include customized and bespoke offerings. Reed said, “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. It is also about data analysis and consolidation of event technology data—from registration, mobile app, and onsite tech—to truly understand attendee behaviors and their drivers for engagement. The attendee and their emotional experience at the event are at the core of our curation process.”
