Buckle up. ChatGPT Will Change the Events Business Sooner Than You Think

April 19, 2023

Matthias Clock

With over a decade of experience marketing trade shows, conferences and consumer events, Matthias Clock is an experienced events professional with a passion for digital innovation and data-driven marketing. Currently serving as Marketing Director at RX, Clock is committed to driving digital transformation at Vision Expo and across RX.

As I see the deluge of posts about ChatGPT — mostly humorous queries and B+ grade AI blog posts — I can’t help but feel that most professionals, even those who are typically early adopters, are already being outpaced by the changes in GPT since December.

Unlike other major software developments of the past that are updated incrementally and centrally (i.e. operating systems, video editing software, office software), ChatGPT is spawning — at a daily and even hourly rate — hundreds of new startups leveraging ChatGPT to transform entire disciplines.

Take for example, a recent tweet by Jordan Peterson, psychologist, professor, author, YouTube personality and podcast host, requesting info on how to create a chatbot based on a podcast:












The response, just minutes later:


The technology to create AI-powered chatbots already exists, and the company, Context, is ingesting thousands of hours of content every couple of hours, creating publicly accessible online ghosts of the most popular personalities on the internet.

It’s moving fast. A hell of a lot faster than, “GPT3 can write poems” or “What a great SEO article it generated!”

As an event professional and one who is heavily invested in how digital technologies drive attendance and experience, I'm deeply interested in how AI like ChatGPT will transform the way event businesses work.

Here are three of the areas that I think will begin to disrupt or transform the trade show/large-scale events space using generative AI plus live internet data.

1. Customer Service

Combine your event FAQs, documentation, web information and live local internet information into an always-on customer service bot that can answer the hardest questions faster than a human. Quickchat AI is on this with its new Intercom integration. These bots will be able to upsell customers by conversing or even inferring needs — perhaps based on live customer data housed on social media platforms. Once combined with generative AI video services like Synesthesia, AI transforms human-to-human customer service.

2. Topline Event Strategy, the C Suite

In case you thought the C suite was exempt from AI disruption...nope! AI will ingest all of your event's vendor contracts, financial performance records, marketing performance data, event strategy documents, website data, customer feedback and, combined with live internet data, present deeply nuanced event strategy plans that can be refined based on further context and human input. For instance, presenting multiple plans based on the risk appetite of the event organizer or projections based on the likelihood of economic headwinds in future years. Thus AI disrupts the C suite and event leadership.

3. Marketing Strategy and Execution

Similar to the above, AI ingests all marketing data — including visual assets — and creates marketing strategies with full marketing campaigns built out from the ground up. They can be selected at will and morphed and edited at any point in the campaign based on feedback from the event team. Or the AI can simply change the campaigns themselves based on live performance data. AI disrupts and utterly transforms marketing.

As of yet, ChatGPT use in the events industry is in its infancy and still very much misunderstood. Training will be critical for employees across departments and disciplines to understand that ChatGPT is not fundamentally a copywriting platform. It is an intelligence system capable of reasoning, combining multiple abstract concepts and creating unique and insightful takeaways for business leaders. 

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Partner Voices
Dallas already boasts 35,000 hotel rooms, award-winning global cuisine, and a walkable downtown. But we are just getting started. Visit Dallas is thrilled to announce that the city of Dallas is doubling down with a massive new convention center and entertainment district. Featuring 800,000 square feet of exhibit area, 260,000 square feet of meeting rooms, and 170,000 square feet of ballroom. The center will connect business travelers with dining and shopping options in the popular Cedars District means more places to get down to business, and even more ways to unwind. “Dallas is already a great meetings and conventions destination, with the accessibility of two major airports, affordable labor, and an outstanding hotel product,” said D. Bradley Kent, Visit Dallas senior vice president and chief sales officer. “The new center and Convention Center District will enhance Dallas’ competitive position and are exactly what our customers’ need and have been asking for." What’s New – AT&T Discovery District Located in the heart of Downtown Dallas, this new district on the AT&T corporate campus is tailor-made for groups of all sizes. It boasts a multi-sensory experience, including outdoor event space, the AT&T Theater, and multiple dining outlets including JAXON Beer Garden and The Exchange, a bustling food hall. Hotels Coming Soon Names like the JW Marriott (Downtown), lnterContinental Dallas (Uptown), and Hotel Swexan (Uptown) are adding luxury amenities and bountiful event spaces. The projects will debut in 2023 and beyond. JW Marriott This new, 15-story, 283-room hotel will open in the heart of the city’s downtown Arts District this year. The property features a 25,000-square-foot grand ballroom, as well as a spa, restaurant, lobby bar, fitness center, and a rooftop pool deck and bar. InterContinental Dallas  Located in Cityplace Tower in Uptown, InterContinental Dallas will feature sweeping panoramic views of the Dallas skyline. Guests will enjoy spacious, high-end rooms and amenities, including more than 21,000 square feet of event space.   Hotel Swexan Hotel Swexan, a new, 22-story luxury property, is rising in Uptown’s Harwood District and will make its mark on the Dallas skyline. Opening this year, it is a sculptural building with cantilevered upper floors, as well as a 75-foot rooftop infinity-edge swimming pool and a hidden underground lounge.