Navigating Cybersecurity and AI in Events: A Conversation with Maritz Tech Leaders
Cybersecurity threats are escalating across all industries, with the event and trade show sector facing increasing risks. In a recent conversation with TSNN, John Wahle, Chief Technology Officer, and Aaron Dorsey, Vice President of Product Management at Maritz, shared insights on how the company addresses cybersecurity and incorporates AI into event management.
Maritz, a private company specializing in the design and management of business events, offers comprehensive services including consulting, strategy, and event management. The company emphasizes how they are dedicated to staying ahead of the curve in a rapidly evolving technological environment.
Better Together Strategy
Following Maritz’s acquisition of Convention Data Services (CDS) in 2024, the company has focused on integrating the best aspects of both entities.
“We’re bringing a lot of the products that we had, the capabilities, together to the industry,” said Wahle, highlighting the collaborative approach.
Cybersecurity as a Core Value
Cybersecurity and data privacy are fundamental to Maritz’s technology strategy. Wahle explained their proactive approach:
“We stay in front of changing cybersecurity risks by having a robust cybersecurity and privacy program.”
The program is built on three core components: risk mitigation policies, technological security controls, and a team of qualified cybersecurity professionals.
Cultural Integration of Security
Maritz recognizes that security extends beyond technology. Dorsey stated:
“It’s about making security a part of your [business] culture,” emphasizing the importance of comprehensive training and onboarding to maintain high security standards.
Client-Centric Strategy
Maritz prioritizes the needs of its clients.
“It’s understanding what the client’s needs are first and then bringing the best products to fulfill those needs over time,” Wahle said.
This strategy prevents rushed migrations and ensures tailored solutions.
Data Management Challenges
Managing the complexity of data in large-scale events is a key challenge. As highlighted by Wahle:
“One individual end-user clicking on the wrong link could result in a risk.”
This underscores the need for robust cybersecurity training across all organizational levels.
Structured AI Integration
With the increasing prevalence of AI, Maritz implements a structured approach to its integration, aligned with security and privacy standards.
They are actively exploring AI applications to enhance productivity and internal efficiency, illustrating responsible AI adoption.
“We actually started by partnering to provide the right guidance along the way,” Wahle noted.
The Future of Event Engagement
Maritz is actively innovating to improve event engagement through technology. Dorsey expressed excitement about developing a suite of products focused on genuine engagement.
“Bringing a suite of products to market that allow for engagement to truly happen and let technology supplement rather than get in the way.”
Ongoing Innovation
Both Wahle and Dorsey are optimistic about AI’s potential, noting the evolution of AI from a headline to an incorporated technology.
Wahle stated: “This year was about the headlines. Moving forward, AI will be baked into existing partner tools.”
Real-time Engagement Tools
Dorsey discussed the development of tools to enhance the event experience.
“How do you make an experience totally frictionless and start to suggest and offer things based off true engagements happening in events?”
Maritz is actively developing solutions to create more seamless and engaging experiences.
