How AI Is Actually Being Used in Events Today

In our last topic on emerging 2026 trends, we explored events as strategic ecosystems. Now, you’re reading about how artificial intelligence is moving from experimental to practical, with real applications that event professionals are implementing right now. According to recent research, 73% of marketers say AI plays a key role in crafting personalized customer experience.

Beyond the AI Hype

Fresh from HubSpot's INBOUND, we learned about The Loop—their new AI agent that perfectly captures how AI should function in marketing. The principle is simple: humans lead, AI accelerates. This approach is particularly relevant to event marketing, where AI tools should augment human strategy and creativity rather than replace them.

Current AI applications delivering real results:

• Email personalization using behavioral data and engagement history
• Chatbots handling basic attendee questions and registration support
• Data analysis identifying patterns in attendee preferences and session popularity

Where AI is Working Today

Following The Loop methodology, event professionals are finding success with AI tools that amplify human decision-making rather than automate it. These applications focus on efficiency gains and data insights that free humans to focus on strategy and relationships.

Three proven AI applications:

• Pre-Event Planning: Popular event platforms use AI to predict session attendance based on historical data and optimize scheduling
• During-Event Support: Basic chatbots answer common questions, while apps use simple algorithms to suggest networking connections
• Post-Event Analysis: CRM platforms use AI to score lead quality and identify follow-up priorities based on engagement patterns

Practical Personalization

The Loop approach emphasizes that AI should handle data processing while humans handle strategy and creativity. Current AI personalization tools excel at analyzing patterns and automating routine tasks, freeing event professionals to focus on experience design and relationship building.

Real personalization tools include:

• Email platforms like Mailchimp and HubSpot that optimize send times and subject lines based on individual behavior
• Event apps that recommend sessions based on registration preferences and role similarities
• Follow-up automation that prioritizes leads based on engagement scoring and behavioral indicators

Implementation Reality Check

The Loop methodology requires realistic expectations about AI capabilities. Focus on tools that enhance human productivity rather than promises of complete automation or replacement of human judgment.

Your practical AI roadmap:

• Start with existing platforms: Use AI features already built into your CRM, email, and event management tools
• Focus on data quality: AI tools are only as good as the data they analyze—clean, consistent data is essential
• Measure specific outcomes: Track concrete improvements like response rates, lead quality scores, and time savings

What to Avoid

Many AI vendors overpromise capabilities that aren't ready for practical use. Be skeptical of claims about real-time audience adaptation, complex predictive analytics, or AI that can replace human strategy and creativity.

The Bottom Line

The most successful event professionals will use AI as a practical tool for efficiency and insights, not as a replacement for human judgment and creativity. Focus on proven applications that solve real problems rather than chasing emerging technologies.

From our research to your strategic success, Rhiannon Andersen, CMO, Steelhead Productions