Working at the intersection of events, hospitality and technology, the Cvent Center for Event Insights™ is a recently launched leadership initiative from Cvent. The goal is to unlock research, best practices and ideas that move the industry forward.

According to Cvent, the initiative will have three focus areas: first, to share exclusive insights and commissioned research on topics germane to the industry; second, to convene industry experts to solve challenges that impact the industry; and third, to give practitioners a forum to share best practices and grow.

“In the age of artificial intelligence (AI), technology is rapidly reshaping how people connect, plan and create unforgettable experiences,” says Amy Lucia, chief marketing officer at Cvent. “We want event, marketing and hospitality teams to have the insights and best practices to adapt and excel. After more than 25 years supporting this industry with almost 10 million events and billions of engagement touchpoints, we’re launching the Cvent Center for Event Insights to connect practitioners, elevate conversations, and bring forward research and expertise that equips this community to thrive.”

Two Debut Reports Lend Evidence to AI Discussion

As AI changes how event work gets done, event leaders are looking for clear answers about what it means for their teams. The first two complementary reports explore these topics: One shows where AI pays off in events and the other shows teams how to get there.

“Too many organizations are still stuck between AI adoption and real value,” says Mike Dietrich, vice president of the Cvent Center for Event Insights. “The research presents evidence for how teams are closing that gap and lays out practical steps to get there, wherever a team is in its AI maturity today.”

“Event Performance Landscape in the Age of AI” is a commissioned study conducted by Forrester Consulting on behalf of the Cvent Center for Event Insights, evaluating how senior leaders in organizations are using events to drive growth, capture value from event data and prepare for AI-enabled engagement. Findings include:

  • The value of events as a growth lever is rapidly increasing (70% say events matter more as AI floods channels with synthetic content), while underscoring the powerful role AI can play in supporting event outcomes.
  • About 59% of organizations use AI to create event content, yet only 26% say AI has delivered a significant improvement in outcomes.
  • Far more report a significant improvement where AI is applied to pre-event marketing strategy (46%) and data analysis (44%) — work that depends on clean, unified and integrated event data that too few organizations have today.

“Less Mindless, More Meaningful: What AI Is Actually Taking from Event Work” was co-produced with Meeting Professionals International (MPI) to help event teams understand which tasks to hand to AI and which to keep human, drawing on results of Cvent’s own events team. Findings include:

  • Roughly 40% of event work can be AI-supported or AI-owned.
  • The AI-owned share sits mainly in transactional administration and in data and reporting, while leaving the essential strategy and relationship work human-led.
  • It then shows teams where to begin: Choose one task, measure it, hand it to AI at the right level and use the time saved to take on the next.

Together, the reports give organizations and individual teams a clearer picture of how to close the gap between AI adoption and value.

Review both reports in detail and learn more about the Cvent Center for Event Insights at eventinsights.com.

Author