06/16/2025

The Next Step in AI and Events

AI features are now more present within registration

This is a tricky inflection point for associations when it comes to AI. Organizations have gotten more comfortable with using it for low-hanging-fruit situations—content generation, chatbots—and increasingly recognize the importance of communicating its value and dangers to their membership.

But the next step is to determine whether they want to use it more dynamically. Last year, a 2025 meeting forecast from Amex GBT Meetings & Events suggested that organizations were ready to expand AI use: "AI features are now more present within registration for personalized communications, within sourcing tools for more robust and consistent RFPs, and we look forward to more AI enhancements in onsite event technology," Ariana Reed, director of global strategic partnerships told me in December. "Our interest in AI is not just to solve for efficiencies in creative content but also to allow us to improve attendee experience with more personalization."

But halfway into 2025, leaders are holding back. According to a new report from Forrester on B2B events, 39 percent of organizations are already using AI for content generation around events. But after that, current usage falls precipitously: only 23 percent are using it for event data analysis, and 15 percent use it for attendee personalization, such as session and networking recommendations.

Please select this link to read the complete article from Associations Now.