How to leverage AI and data to personalize live events
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The use of technology has helped make live events a better overall experience for attendees in a number of ways. Guests can now book tickets online, look up valuable information on their smartphones and even attend events virtually.
The organizers have also benefited from this; technology has made it easier to organise, manage and keep track of everything and everyone before, during and after events. During the pandemic, it was technology that made it possible to continue events in new forms – often smaller and more personal than their large, in-person counterparts, but not necessarily less successful.
Now, the technology offers a new way to make live events even more powerful for guests and organizers through AI and data collection. With smartphones in nearly everyone’s pockets and bandwidth ever-improving, businesses have access to an unprecedented amount of personal and behavioral data through interactions online and through smartphone apps. This data enables event organizers to create experiences tailored to each attendee’s exact tastes, in the same way that streaming services (like Netflix) and social media platforms (like TikTok) tailor content to each individual user.
In the events space, however, data and AI can do more than just provide standard personalized recommendations. They can be the tools that provide an ultra-personalized experience every step of the way. Organizers can use their platforms to do things like connect like-minded people, recommend bookings based on preferences and schedules, offer live translation services, and even offer video and audio highlights tailored to each individual.
As an entrepreneur who has worked in the event booking space for years now, I’ve seen how events have evolved, especially in recent years, and I’m excited to see how AI and data will push the space itself. further. But I also know that there are many pitfalls when it comes to collecting and storing this data. The Identity Theft Resource Center reports that the number of breaches was higher than ever last year, and according to a report by KPMG, consumers are increasingly concerned about how their data is handled by companies. To succeed, it will be critical for event organizers to properly balance the potential of AI with the importance of data security.
Effective and ethical utilization of data collection and AI to create a better event experience
I firmly believe that the future of event planning will include AI-powered personalization. However, this will only be achieved by companies that not only know the most effective way to distribute the data they collect, but how to ensure that the data is safe and that the public is comfortable with how the data is used. Here are some places to start:
Prioritize the experience over publicity
AI is a very lively technology, which makes it a tempting playground for marketers looking for a quick publicity boost. It’s true that you’d probably be able to generate some marketing copy by adding a couple of basic AI features to your platform, such as a chatbot or a transcription service, but you’d also be failing to tap into the true transformative power of this the technology.
By prioritizing experience over publicity, however, you can have your cake and eat it too. A truly data-driven experience will make events more memorable for your guests while effectively communicating your brand’s chosen story and vision. Focus on the elements that help deepen relationships and provide real insight into the participants’ personal preferences. These are features such as participant matchmaking, live translations, personalized itineraries based on schedules and preferences, and summaries tailored to what each participant considers relevant.
The eSports industry is one that has relied heavily on AI since its advent. From publishers like EA and Ubisoft producing games built with the help of AI to players battling against AI combatants to hone their skills, AI has now been designed to help esports players better understand the game as it happens, quickly replay and watch predictions about how the games might end.
Data and AI: Don’t take away the human connection
Imagine for a moment going to an event that didn’t have any people present whose job it was to make sure everything ran smoothly and that everyone was taken care of. It doesn’t sound like an event most people would want to attend. That scenario is not what AI is meant to create.
However, AI can, for example, remove a language barrier to facilitate communication and human connection. Translators can be very hard to come by, but AI-powered voice recognition can help bridge the gap by translating the conversation into your preferred language. Wordly is one such software that can translate via AI into 15 different languages. AI translation is also ideal for the hearing impaired, as the AI can display the conversation as text on a screen accompanied by an audio translation.
AI should be seen as a tool for people to use, not as their replacement. It can also be leveraged to automate certain event planning tasks and to improve the attendee experience. However, it cannot take over for the people involved in the planning and execution of events. To deliver a personalized event that people actually want to attend, you need to focus on the human element.
This is perhaps the most important part of any effort involving the collection of personal information. When consumers give you their information, they trust you to keep it safe. Even one breach or misuse of this data is enough to squander any goodwill you may have.
Some demographics will accept data collection and AI-powered features more than others. A younger audience, for example, is not only likely to be better equipped to take advantage of AI-enhanced features, but they are also more willing to share their data to do so. An older audience, on the other hand, may not be particularly interested in some of these features or may not have the technical knowledge to use them.
Certain groups can also be much more skeptical about giving up personal data. Even if every guest signs a form saying they consent to data collection, it doesn’t actually mean they’re comfortable with it. It is up to you to know where each audience stands on these issues.
One of the best safeguards in cyber security is to limit how much data is stored in the first place. If you don’t save it, it can’t be hacked or broken. The only data contained in your primary systems should be the information you plan to use in the short term. Anything else you’ve collected should be added to offline systems. These disks should only be accessible with credentials that are separate from those used on your primary system. All data must also be encrypted both during transport and during storage.
Live events have always had the potential to create truly profound experiences that deepen people’s relationships and create lasting memories. With the help of data, this potential can be exploited more easily, and deliver the experiences the public wants on a person-to-person basis. As long as organizations handle this data responsibly and take into account the specific needs and preferences of each audience, data-driven AI technology can offer guests truly evolving event experiences that will stay with them long after they’ve gone home.
Gideon Kimbrell is co-founder/CEO of InList.com, and co-founder/owner of software development company Syragon.
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