AI hasn’t taken over the world just yet, but it has certainly taken over the conversation, especially in the events industry.
From planning tools to chatbots and data analysis, many of us are finding AI quietly woven into our daily routines. Yet, the core question remains: is AI truly good for us? Have we stopped to consider both its potential and its pitfalls?
Here’s what Alan Newton, CEO, AI startup serving the hospitality industry, Matt Burton, marketing manager at Farnborough International Conference & Exhibition Centre and Penny Sellers, sales and operations director at RefTech had to say.
The hype, risks, and security challenges
AI may promise efficiency, creativity, and convenience, but without careful oversight, it can pose serious risks.
For Penny Sellers, sales and operations director at RefTech, the potential of AI is promising but not without its flaws.
“The risks will always be the potential of inaccurate information,” she says. “Bearing in mind that it takes a human to teach AI, humans make mistakes too. However, I do feel that it will have the ability to streamline processes and be great for idea and data generation. It may even become an organiser or supplier’s best friend and ally.”
But while some see AI as a supportive tool, others warn that its rapid adoption, often without structure could become a serious liability.
With 25+ years in events and hospitality, Alan Newton believes we are currently deep in the hype cycle, a phase where blind enthusiasm often overshadows due diligence.
“That’s when things are most dangerous,” Newton says. “There are lots of snake oil salesmen out there, people calling themselves AI experts, which is a red flag. Nobody’s an expert in a field that’s changing this fast.”
Rather than top-down digital transformation, Newton says AI is being introduced informally by mid-level staff, who are just trying to make their jobs more manageable.
“I saw a stat that 87% of people in hospitality are using AI but it’s mostly overworked, mid-level staff just trying to ease their workload. They’re using free, public tools. No governance. No oversight. That’s a massive security risk.”
The implications, he says, go beyond productivity.
“Think about it, they’re likely uploading customer data, financial info, operational plans into public platforms. That data could be exposed or exploited. Hotels need private AI environments, proper training, and clear policies.”
So, what’s the solution? For Newton, it starts with collective responsibility and ends with long-term strategic roles.
“The smart move? Put a team together. Not one person. AI’s too big for that. You need a group learning together, sharing insights, and keeping each other accountable. Long term, hotels should be hiring Chief Innovation Officers or Chief Information Officers to oversee this stuff. That’s the future. Otherwise, you’re reacting to hype, not managing real transformation.”
Start with the problem, not the technology
Just like anything, we need to start with the problem to be able to create a solution for it and move from there.
When discussing the idea about whether venues should be using AI, Newton says: “Oh, but I think the question should venues be using AI is the wrong question, because what people tend to get carried away with is the whole hype train. And you should never start with the technology. You should never start with the solution. You should start with the problem.”
“You need to ask: what’s the pain point you’re trying to solve? Technology should serve the solution, not be the starting point. This kind of thinking is why so many startups fail and why so many companies waste money because they lead with the shiny new thing rather than a genuine need.”
AI in Hospitality
Newton spoke of a conversation he recently had, saying: “I spoke to a hospitality consultant that consults with a lot of hoteliers. He said one of his clients said, ‘We need to be using AI.’ I asked, ‘But why? What’s the problem they’re trying to solve?’
Yes, AI can automate processes. But we also have to think about the existing technology stack. Hospitality is full of legacy systems, with very poor integration. Data is spread across different platforms, often inaccessible. Unless you start with the fundamentals, your infrastructure, your data—trying to implement anything sophisticated, like AI, is incredibly difficult. A lot of people forget that.”
He continues, “They want to jump to AI without understanding what’s even possible with their current tech. And they don’t think about whether their staff are trained or whether their data is even usable. There’s so much talk about ChatGPT or flashy applications, but the truth is most hotels aren’t ready for that. They need a proper digital foundation first.”
Real-world solutions: AI and improving conversion
Improving conversion remains a core challenge in hospitality. Despite digital advancements, only around 2% of visitors to a hotel website end up booking, a figure many find surprisingly low.
Newton says: “One big question I’m always trying to solve is: how do we improve conversion?”
As AI continues to reshape hospitality and event tech, many industry professionals are asking the same thing: where does it add value and where might it compromise the human experience?
Sellers sees the tech as a powerful complement, not a replacement.
She says: “I don’t think AI will ever completely replace any role within the industry,” she says. “Trends change so much, and organisers are always looking for the next best thing. AI won’t necessarily keep up as quickly. We thrive on human connections. Apps and AI may help people connect, but serendipity can’t be replaced.”
That sentiment is widely shared.
Matt Burton, marketing manager at Farnborough International Conference & Exhibition Centre, adds: “AI is revolutionising how we connect, communicate, and do business—but there’s no replacement for the energy, trust, and tangible connections that in-person events in a venue create. The future isn’t about choosing between AI and face-to-face, it’s about using both to elevate the guest experience.”
That balance between innovation and intuition is key. Rather than an either-or scenario, AI is increasingly being seen as a complement to, not a competitor of, human-led hospitality.
Newton puts it more bluntly: “There’s a lot of fear around AI taking jobs. And it’s valid. But hospitality is a very human business. People buy from people. I don’t want to walk into a hotel and be served by a robot. Most people don’t. Young people I’ve spoken to feel the same. Part of what makes hospitality special is interacting with staff from different cultures. It’s about connection, experience, learning. That shouldn’t be replaced.”
The value of spontaneity and presence
Burton says: “In-person events and exhibitions thrive on spontaneity—those chance conversations in hallways, the ability to physically interact with products, and the authentic relationships built through a shared presence. This can’t be replicated through AI. But AI is of course a powerful tool a lot of organisers and venues are already embracing.”
Sellers says: “AI is here to stay; I think for now we must keep learning and trialling to be able to decide if it will be a key part of anything event industry related. It is quite clear that in the planning process of an event and potentially the curation of content it has a place to contribute but at present this has to be verified by a human.”
