Navigating the complexities of AI integration in meetings and events

Artificial intelligence is starting to play a more noticeable role in the business meetings and events industry. New tools are being introduced to support tasks such as venue sourcing, delegate communications, and contract review. As these technologies become more widely available, there is a growing need to understand how they work, what they require, and the potential risks involved before bringing them into routine use.

In principle, AI can streamline processes and improve decision-making. But away from the marketing language, there are legitimate concerns around data privacy, ownership, and the long-term impact on how business is conducted across the sector.

This was a hot topic at our recent EDGE Venues Summer Conference, with experts discussing the complexities.

Understanding the landscape

AI tools rely heavily on data. In the context of venue sourcing and event planning, this might include client preferences, commercial agreements, budget thresholds, or previous booking history. The question is: once this data is entered into a system, where does it go? Who can access it? And how is it used to further train or improve the tool?

There’s currently a lack of clarity from some providers, particularly around whether data input by one organisation could contribute to insights used by others. For companies operating in competitive sectors, or managing sensitive client information, this raises concerns.

Points to consider before adoption

Before introducing AI into established workflows, it’s worth stepping back and reviewing both the risks and the requirements. Some key areas to examine include:

• Data security: How is information stored, and who has control over it?
• Integration: Can the tool work effectively within existing systems without disruption?
• Commercial sensitivity: Could your data end up benefiting competitors of the same platform?

These considerations are especially important in venue sourcing, where accuracy, confidentiality, and reliability are non-negotiable.

Where AI can be useful

Despite the challenges, there are clear areas where AI has the potential to improve productivity and support decision-making. These include:

• Analysing large volumes of venue feedback and summarising trends.
• Speeding up contract review processes through language analysis.
• Helping internal teams access past case studies or proposal content quickly.

Used with the right level of control and oversight, these applications can free up time and resources without compromising service quality or data integrity.

Moving with caution

There’s growing pressure across the industry to adopt AI-enabled solutions. However, rapid implementation without a full understanding of the implications could create longer-term issues. As with any new technology, it’s important to assess whether a tool genuinely supports your objectives or simply adds complexity.

Ultimately, AI should be viewed as a potential enhancement to human expertise, not a replacement for it. Success depends on selecting the right tools, asking the right questions, and ensuring that the foundations, particularly around data and transparency, are solid.