Artificial intelligence (AI) is more than just a technological innovation – it is fundamentally changing the way events are planned, organised and experienced. Prolight + Sound 2025, which takes place from 8 to 11 April in Frankfurt am Main, will focus on the potential of AI for the events sector under the motto ‘FutureScapes: Experience worlds between immersion and AI’. Visitors can expect a varied programme of high-profile presentations, interactive panels and live demonstrations of the latest AI technologies.
Digital transformation: AI personalises the event experience
The events industry is on the brink of a major transformation. Artificial Intelligence (AI) is opening up new perspectives that go far beyond traditional efficiency improvements. AI can automate processes, analyse huge amounts of data and make personalised recommendations in real time. This makes it possible to tailor events to the needs of visitors more than ever before.
A key area of application is the hyper-personalised attendee experience: from personalised invitations and individually curated content to evaluating user behaviour during the event, experiences can be created that are precisely tailored to individual interests. In addition, AI enables improved attendee matching, automated interpretation services, and barrier-free communication in multiple languages simultaneously.
Rethinking back-end, storytelling and sales
Logistics, resource planning and security management will benefit from adaptive algorithms that can identify risks at an early stage and dynamically adjust processes. On the creative side, AI is enabling new forms of story production that intelligently combine visual, audio and content elements.
Last but not least, AI is opening up new business opportunities: dynamic pricing, automated lead generation and intelligent analysis of touchpoints along the customer journey enable marketing and sales to operate more effectively. For many companies, AI is therefore not just a technical tool, but a strategic factor for sustainable positioning in the events market.
Experience AI live at Prolight + Sound 2025
In Hall 11.0 (Main Stage), experts will provide exciting insights into the role of AI in events:
- “AI: The Stage is Yours” (8 April, 12:00): Dr Uve Samuels explains how businesses can develop their own AI products to revolutionise the customer experience.
- “Entertaining change” (9 April, 12:00): Sven Ortel demonstrates how AI can be combined with game engines and mixed reality for innovative storytelling.
- “Empowering Creativity in the Age of Advanced Technology” (10 April, 12:00): Vickie Claiborne discusses the impact of advanced technologies on the creative process.
- “From data to emotion” (10 April, 16:00): Dr Steffen Ronft illustrates how AI combined with event psychology specifically addresses emotions.
Other highlights include the Image Creation Hub (Hall 11.0, E05), where a panel of experts will discuss legal issues relating to AI and copyright on 9 April at 12:00. Marko Massinger will also present the OBSBOT TAIL, an AI-powered 4K HDR PTZ camera that automatically captures people and objects, at 14:00.
In the new MusicOneX area (Hall 11.0, E50), producer and rapper Aufmischen will demonstrate how AI can be used to optimise composition and mastering processes in ‘AI in Music Production’ (8 April, 12:00, Production Island). The presentation ‘AI for Mobile DJs’ will provide an insight into the opportunities and challenges of AI for DJs and its future role in the industry (8 April, 12:15, Mobile DJing Stage).
Messe Frankfurt Exhibition GmbH / Jochen Günther
AI as a key technology in the events industry
The integration of AI into the events industry opens up new possibilities:
- Personalisation: From personalised promotional materials to event experiences tailored to the visitor, AI delivers tailored content.
- Individualisation: Attendees receive customised itineraries and agenda items based on their interests.
Inmaterialisation: Virtual events, metaverse experiences and digital value transfer take events to a new level.
This development leaves the industry with a choice: passive observation or active participation?
Practical AI applications for events
- AI in event planning: Automated chatbots answer questions, personalised recommendations improve the visitor experience and AI-powered tools optimise event planning.
- AI in the workplace: Automation of repetitive tasks increases efficiency, while AI-enabled communication improves customer service.
- AI for events and meetings: Intelligent matchmaking tools connect attendees with similar interests, while simultaneous AI translation creates barrier-free events.
- AI for ideation and research: Generative AI helps with content creation, while data analytics provides valuable insights for event optimisation.
- AI in Event Marketing & Sales: AI-powered content creation, targeted targeting and dynamic pricing enable more effective customer engagement.
Disruptive AI technologies and specific application examples
AI-driven platforms are already transforming the events industry:
- Gaming & e-sports: virtual events and community building (e.g. Fortnite)
- Streaming services: Netflix & Amazon Prime personalise content for users
- Event management tools: Platforms such as Whova, Eventtia and Cvent support hybrid events
- Virtual festivals: Brands like Jägermeister are embracing digital event formats
Practical examples are also included:
- Intelligent lighting design: Machine learning optimises lighting scenes in real time.
- Optimised sound: AI adjusts speaker positioning and sound dynamics.
- Interactive fan experiences: Visitors with high social media reach can be rewarded.
Shaping the future: AI as a driver for new business models
Creative methods such as bisociativity can be used to develop new AI-based business models. Proprietary AI applications can be realised in four stages:
- AI model: training and optimisation of AI systems
- AI product: development of added value for customers
- AI business model: monetisation through B2B/B2C strategies
- AI startup: scaling and expansion of new solutions
The Exponential Innovation Institute offers companies targeted support in this area.
Human strengths remain essential for businesses
Despite all the technological advances, AI will not replace humans in the events industry. Creativity, empathy and interpersonal communication remain key strengths that artificial intelligence cannot replicate. While AI recognises patterns and works on that basis, it is humans who generate completely new ideas and create emotional connections. In particular, personal interaction offers significant added value that cannot be replaced by automated systems.
At the same time, the use of AI is creating new job profiles and areas of activity – from developing and integrating in-house AI solutions to new roles in strategy, data analysis or content production. To take advantage of these opportunities, companies need to build internal skills, create structures for AI integration, and develop their own products and applications. Ongoing employee training is just as important as the courage to embrace change. Companies that invest strategically in AI today can position themselves as innovators in the event industry in the long term.
Final thoughts on AI transformation
Artificial intelligence is not a short-term trend, but a profound change with long-term implications. For companies in the event industry, this is a unique opportunity to position themselves as pioneers and actively shape the future. Those who use AI strategically will not only optimise individual processes, but also shape the development of the entire industry – creatively and efficiently.
