Most discussions about the use of AI in the events industry focus on use cases that improve workforce productivity and repeatable process performance. Try these other approaches.
By Dave Lutz, CMP
Future Point of View’s 2024 Humalogy® Trend Report
Technology strategy firm Future Point of View (FPOV) recently released its Humalogy® Trend Report 2024, which includes responses from thousands of leaders across multiple industries and provides strategic insights for digital transformation. A key finding of the report is that more than 9 in 10 leaders believe that the future of their industry will change dramatically or even completely over the next decade due to the existence of artificial intelligence tools. This means that conference organizers who can help attendees lead the transformation of their own organizations will be highly valued.
Here are three ways event planners can incorporate AI into meetings:
1. Focus on business growth and differentiation.
According to the FPOV report, 74% of respondents said stakeholders want them to modernize, but only 70% have a digital strategy roadmap in place.
Conference Registration: Incorporate AI strategy into the main session and/or leadership track. Start by looking for speakers with expertise in business growth who can use AI as an accelerator, not self-proclaimed AI gurus. Remember, leaders want fundamental change in their industries. When measuring ROI or making the business case for technology investments, revenue or customer growth will always have a more significant impact than incremental efficiency or productivity gains.
2. Micro-learning efficiency skills
Nine in 10 respondents said they would increase the technology they use to be more efficient at work, but three in five said their organizations do not offer AI training programs.
Conference Registration: Don’t create a standalone AI track. Instead, encourage presenters to incorporate it into their concurrent sessions — specifically how the technology can help solve some of the problems they identified during the sessions.
AI productivity use cases and tips work well in a learning lounge or showroom theater setting. These sessions are best lasted 15 minutes and are organized around topics that individuals (not necessarily their organizations) can adopt.
3. Use anthropological scales.
Based on FPOV, most organizations assess their current Humalogy level as H3-H2 and believe they should be at T2-T3 within the next five years. The Humalogy Scale (see below) provides an intuitive tool for determining the optimal balance of people (H) and technology (T) in each business process.
Conference Registration: Identify repeatable conference business processes. Include customer touchpoints such as registration, abstract submission, speaker management, customer service, or exhibit sales. Assess your current mix of people and technology using the Humalogy scale.
Seek advice and assistance from technology solution providers to understand return on investment (ROI) assumptions and further automate the processes that will best advance progress.
Risk and ethics
The vast majority (94%) of Future Perspectives respondents are somewhat concerned about managing AI risks. Nearly a third believe that the federal or state governments should be responsible for ensuring the safe use of emerging technologies and AI in the workplace and economy. (That’s scary, right?)
While AI governance is a big issue and should be taken seriously, we cannot let it become a barrier to exploring potential growth opportunities and developing a digital strategy. There may be little upside to being at the forefront of this transformation, but being a fast follower could bring huge rewards.
Dave Lutz, CMP, is Velvet Chainsaw Consulting.
On the web
Download and view Future View’s 2024 Anthropology Trends Report.
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