Georgina Kay, marketing manager, Exhibition News, details how AI can be utilised by event marketers for an increased audience impact.
Scepticism about AI is rife in events marketing, but the event marketer role will be impacted by this rebirth in technology. It’s imperative we understand what AI means for us, including what to be wary of and what makes the most practical prompts. A great way to think about it is that we are now content reviewers of AI-generated content, rather than content creators.
Here are five ways Chat-GPT can support your events business:
1) Content
It can alleviate ‘writer’s block’ with brainstorming and drafting of marketing, PR and even session and event descriptions. It can summarise long form text into short form text, which is great for repurposing content if needed. You can also use Otter.ai for translating your sessions and creating articles, e-books and other content post-event.
2) Engagement
Analyse your data trends and feedback, data can be entered to find how you can improve your event for next year. You can also use other AI systems like Concierge EventBot to answer attendee questions by text in real-time, or gamification engagement to encourage relationship building through awarding attendees points every time they record a meeting with someone new.
3) Data
You can also use Chat-GPT to provide insights for social and email campaigns and get it to show you how can improve your content to achieve the results you need. In ChatGPT-4, you can import a CSV file that’s got thousands of rows and it can analyse it in minutes.
4) Planning
Using Chat-GPT can be effective for time-consuming elements like scheduling, critical paths, checklists, budgeting, venue selection (I used this for a brief on my venue management exam for Berlin venues) and logistics. Mullen (2017) showed that AI can even result in better revenue management for venues using predictive pricing for ddrs.
5) Research
Using AI to gather, manage and summarise information on screenshots of your competitor’s images. Keep up to date with what others are asking Chat-GPT for in the market. Analyse photos of your venue to see what changes can be made to improve the safety and experience of your attendees.
Overcome your fear by using AI in a guided way like PCMA’s Project Spark. Have AI champions in your workplace for any questions and check out case studies of best practice.
AI isn’t the ‘be-all’ to creating ideas but can support the brainstorming process however we need to view AI as a cheap, quick and articulate intern. Don’t follow it blindly; reliability, quality and performance needs to be monitored like an intern – use your noggin!
