URGENT upgrading of skills is required as artificial intelligence is integrated across the global conference and events sector, a new report advises.
A white paper published by The Hague and Partners Convention Bureau and Ottawa Tourism says there is also a need for people working across the events industry to understand the ethical implications in using AI.
Findings from the research, which investigates the current and potential impact of AI within association meetings and events, emerged from a survey of 100-plus conference organisers.
Key findings include:
- 63 per cent of associations and not-for-profits are already using AI in event organisation.
- A significant knowledge gap exists, with 72 per cent not engaging in AI education
- 85 per cent have no budget for AI training.
“The inevitability of AI in our sector is clear from our research. However, it’s not just about adoption – it’s about understanding and skilfully leveraging AI to enhance our industry,” said Lesley Pincombe, Ottawa Tourism’s VP for meetings and major events.
“This upskilling is not just desirable, it’s essential for the sustainable growth and innovation in our sector. The research also highlighted the fact that there shouldn’t be fear associated with AI and the knowledge needed for its use.
“Ultimately, it is not for organisers to understand how to build or create AI tools, instead they should be working with technology partners and AI experts to see how AI can be integrated into the work they are already undertaking,” said Pincombe.
We must be careful to protect our delegates and ourselves as we make the most of what AI has to offer – we already need to consider both the pros and the cons before we entrust vital information and data to third parties – AI usage is no different
– Bas Schot, The Hague & Partners Convention Bureau
The white paper also emphasises the importance of ethical AI use, especially in data management and privacy. Adam Baggs, the paper’s author, said the document also served as a call for industry stakeholders to not only engage in learning and applying AI in their operations but to understand the ethics behind its use and the implications for mismanagement of data and individual privacy.
Bas Schot, head of The Hague and Partners Convention Bureau, said: “AI is rapidly becoming a key technology across so many different industries, ours is no different.
“Our industry must adapt swiftly to stay ahead, and this means investing in knowledge and skills that align with these technological advancements. However, we must be careful to protect our delegates and ourselves as we make the most of what AI has to offer – we already need to consider both the pros and the cons before we entrust vital information and data to third parties – AI usage is no different.”
More… How AI strategy personalises attendee experiences
In December, initial highlights from the research were revealed, including the fact that 63 per cent of global association buyers are either very concerned or slightly concerned about the ethical implications of using AI in event organising. Although 63 per cent of respondents believe governments should legislate on the use of AI, 65 per cent also think those same governments lack the required knowledge to be able to legislate effectively.
Ottawa Tourism and The Hague & Partners Convention Bureau both advocate a proactive approach to AI education in the association event sector, emphasising the need for strategic partnerships, knowledge sharing, and resource allocation towards AI competency.
Of the 109 respondents to the survey, 61 per cent were from Europe (including UK), 31 per cent from North America and the remaining 8 per cent from the rest of the world.
The White Paper is available here from Ottawa Tourism…
Or here from The Hague & Partners…
Main picture… Computer-generated image used in the White Paper report
