The event industry is changing. New technologies are changing not only formats, but also the way events are planned, implemented and experienced. One such technology is no longer just a passing trend; it is becoming an integral part of practice: Artificial intelligence. AI agents, in particular — digital systems that can perform tasks independently or interact with people — are opening up new possibilities for all kinds of events. From trade fairs to congresses and concerts, the use of intelligent systems is changing the way participants experience events and the way event organisers manage them.
What are AI agents?
AI agents are systems based on machine learning, language processing or image analysis that can perform tasks independently. They ‘understand’ contexts, recognise patterns, and react flexibly to inputs. In the events industry, examples include chatbots, automated planning tools, smart visitor assistants and generative applications for content production.
Chatbots for communicating with attendees
Many event organisers already use chatbots to automatically answer visitor questions before, during and after the event. Whether visitors need directions, information about the programme, catering options or technical assistance, intelligent chatbots can provide answers around the clock. Thanks to natural language processing, they are becoming increasingly capable of acting as real dialogue partners. They can be integrated into event apps, websites, or even trade fair stands, significantly reducing the support team’s workload.
AI-based personalisation in ticketing
Artificial intelligence can provide a more personalised event experience, starting from the moment tickets are purchased. Intelligent agents analyse preferences, previous bookings and demographic characteristics to suggest suitable ticket categories and additional options. For example, those who regularly book music events automatically receive information about special acoustic tours or technology-related events in the supporting programme. Discount promotions and upgrades can also be personalised using AI, boosting sales and increasing guest satisfaction.
Intelligent content production
Today, events require more content than ever before, whether it’s for social media, livestreams, event apps or digital stages. This is where AI-supported tools that can automatically generate or adapt content can help. Text generators can write teasers or summaries of presentations, while image AI can create visual elements for invitations or stories. Voice AI can synchronise or translate video excerpts in near real time.
At multi-day events, AI agents can compile highlights from video recordings and publish them on social media throughout the day. This increases the reach and timeliness of communication, providing real added value for hybrid formats.
AI in visitor analysis
To understand how an event works, you need data. AI agents are playing an increasingly important role in this area. Using cameras and sensors, they can evaluate movement patterns, measure dwell times and record interactions at trade fair stands. This information is used to create heat maps, reports and real-time recommendations for event organisers and exhibitors.
For example, an event team can respond quickly if traffic jams form or areas remain too empty. The obtained data also provides valuable insights for future events, such as optimal placement of offers and timing of programme items.
Outlook: What will AI agents be able to do in the future?
The development of intelligent agent systems is still in its infancy. In the future, AI agents will take on much more creative, strategic and moderating roles. Conceivable examples include AI-controlled moderation on stages, virtual personalities as hosts, and AI agents that independently develop programme suggestions for event organisers.
Personal guidance through an event could also become more tailored. For example, a virtual assistant could not only tell you where to go, but also suggest people to talk to based on your interests, network and live availability.
Conclusion: AI agents are transforming the events industry
Artificial intelligence is not just a tool; it is transforming the way events operate. AI agents personalise, streamline and data-drive events. They guide people through complex programmes, facilitate decision-making and enhance the experience by adding new levels of interaction.
For event organisers, this does not mean less responsibility, but rather new opportunities. Those who recognise its potential and integrate it effectively create inspiring events that are organised more intelligently. Using AI agents therefore opens up technological and creative opportunities for the future of the industry.
