Beyond the Hype: Where AI in Event Tech Delivers and Demands Caution

As we all know, Artificial intelligence is quickly becoming the headline act in event technology; from predictive attendee insights and smart matchmaking to automated registration and content personalisation. It’s impressive, powerful, and, at times, almost magical. But as AI steps further into the spotlight, one question echoes louder than the rest: how do we ensure innovation doesn’t outpace trust?

In an industry built on connection and experience, trust is everything. Event professionals handle sensitive attendee data, from contact details to behaviour patterns, and the introduction of AI brings new layers of complexity around privacy, consent, transparency, and bias.

AI can personalise an experience beautifully, but when does helpful become invasive? When does automation cross the line from efficiency to alienation? These are the new ethical questions shaping the future of event tech. At Cyberbia, we’ve spent years building event technology that blends custom innovation with human insight. In this blog, we explore where AI is most effective and where organisers should approach it with caution.

Where AI Excels

AI already plays a powerful role in event management; automating manual tasks, delivering insights in real-time, and helping planners design data-informed experiences. Tools that analyse engagement data can refine content, improve networking, and even predict attendee drop-off points.

But this intelligence depends on access. That means trust in how data is used, stored, and shared.

Here are some areas where we’ve seen it deliver real value:

Attendees want experiences tailored to them. AI can help by analysing registration data, past engagement, and preferences to suggest sessions, networking opportunities, or content that matches individual interests. The result? Higher engagement and a more meaningful event experience.

Example: Event apps can recommend relevant sessions to delegates based on their selected topics, past interactions, or even peer behaviour patterns—ensuring attendees never feel lost in a crowded agenda.

Consideration: While personalisation can enhance engagement, over-reliance on AI recommendations may inadvertently limit exposure to new ideas. Organisers should balance AI-driven suggestions with opportunities for attendees to explore beyond their “predicted interests.”

From registration confirmations to automated reminders and check-in notifications, AI can remove the repetitive manual work that drains organisers’ time. By letting machines handle the routine, event teams can focus on higher-value tasks like content curation, sponsorship strategy, or attendee experience.

Example: Automated session reminders and smart check-in systems reduce manual administration and free staff to manage live experiences or troubleshoot onsite challenges.

Consideration: Automation is only effective if it’s well-integrated and error-free. Poorly timed notifications or duplicated communications can frustrate attendees and erode trust. Testing, refinement, and clear communication remain essential.

3. Data Analysis and Predictive Insights

AI shines when it comes to turning event data into actionable insights. It can forecast attendance patterns, predict engagement levels, and analyse post-event feedback to guide future programming.

Example: By identifying trends in attendee behaviour—such as which sessions consistently attract late arrivals or early departures—organisers can optimise scheduling and resource allocation.

Consideration: Predictive insights are only as reliable as the data they rely on. Incomplete or biased datasets can lead to inaccurate forecasts or misguided decisions. Event teams must ensure quality data capture and remain critical of algorithmic recommendations.

More AI Possibilities, More Tech Responsibilities?

While AI offers impressive capabilities, it also introduces ethical questions and potential pitfalls that event organisers must address. Here are key areas where careful consideration is needed:

AI systems rely on large volumes of data — registration details, engagement metrics, and even behavioural analytics. If this data isn’t handled securely, attendees’ privacy can be compromised.

Consideration: Even with secure systems, perception matters. Attendees may feel uneasy if AI uses behavioural data in ways they don’t understand. Ethical use of AI requires not only secure systems but also trust-building and clear consent processes.

AI algorithms learn from historical data, which can unintentionally reinforce existing biases — for example, recommending sessions only popular among certain demographics or underrepresenting less-engaged attendee segments.

Consideration: No AI is inherently neutral. Organisers must audit systems for bias and actively monitor outcomes. Failure to do so risks alienating attendees and undermining the perceived fairness of the event.

AI can automate complex tasks, but it cannot replace human judgment or creativity. Over-reliance on algorithms can reduce flexibility and diminish the human touch that makes events memorable.

Consideration: Blindly following AI recommendations can lead to misaligned decisions. Successful integration of AI requires human oversight to validate predictions, interpret context, and respond to unexpected scenarios.

Insights from Dreamforce 2025 - Saleforce’s AI-Centric Conference

In a recent news article from BizBash, they covered highlights from Saleforce’s flagship event and their major focus on AI and their buzzy new term “agentic enterprise” which stands as an insightful example of the pace and perspectives of AI in event tech.

Dreamforce 2025 was a showcase of the future of events, with a clear and unmistakable focus on AI-driven experiences. Salesforce positioned AI at the heart of the conference, demonstrating tools that personalised agendas, recommended sessions, and optimised networking for thousands of attendees — all in real-time. The conference highlighted what AI can do when applied at scale and the cultural impact of integrating intelligent systems into a high-profile global event.

Highlights:

• Enhanced Attendee Experience: Personalised session suggestions and networking recommendations meant attendees spent less time deciding what to do and more time engaging with meaningful content and connections.
• Operational Efficiency: AI-assisted registration, real-time routing, and engagement tracking allowed organisers to respond dynamically to crowd patterns and session demand, improving flow and overall satisfaction.
• Cultural Shift: The conference underscored how AI can support inclusivity and accessibility, with intelligent tools helping attendees navigate large-scale events with ease. It also signaled a broader industry acceptance of AI as a core component of the event-tech ecosystem.

Questions Raised:

• Transparency: How aware were attendees of how their data was being collected and used? Were they fully informed about the algorithms driving recommendations?
• Human Oversight: With AI guiding many aspects of the experience, to what extent should organisers intervene to ensure human judgment and creativity remain central? How much should we rely on AI for critical decisions? Can AI truly capture the nuances of human connection?
• Trust and Standard Setting: Dreamforce 2025 has set a high bar for AI in events, showing the potential of technology at scale. But it also raises questions about whether other event organisers can implement similar AI-driven systems responsibly, without eroding attendee trust or privacy.

Dreamforce 2025 highlighted the “agentic enterprise,” where humans and AI agents collaborate to enhance event experiences and demonstrates both the promise and responsibility of AI in events. While the benefits; personalised experiences, operational efficiency, and immersive engagement, are undeniable, the conference also highlights the cultural and ethical standards now expected of event technology. The standard it sets is clear: future event technology must combine innovation with trust, and efficiency with transparency. Attendees need clarity, choice, and respect for how their data is used — otherwise, even the smartest technology can undermine trust.

The success of Dreamforce 2025 portrays the importance of exploring in depth the ways we can effectively utilise AI in event tech along with further asserting how human insight and experience will always remain the most effective element, as said by attendee Michael Utell, chief commercial officer for Salesforce Practice at Bridgenext: “I think for the events industry, [Dreamforce is] an example of how it’s not just 'content is key' anymore—it’s the venue, the flow, and the environment that matter just as much (if not more) than the schedule.” (Sarah Kloepple, Deputy Editor, BizBash: Dreamforce 2025: See Highlights From an AI-Centric Conference).

The Next Era of AI in Event Tech

While AI can elevate engagement, streamline operations, and create smarter, more immersive experiences, it also raises critical questions around ethics, transparency, and human oversight. The next era of event technology is not just about smarter algorithms, it’s about smarter, ethical, and human-centred experiences. AI can automate, predict, and personalise, but its real power lies in creating trust, enhancing experience, and enabling event professionals to focus on what they do best: designing meaningful human connections. The events that succeed in this new era are those that balance technological capability with trust, integrity, and thoughtful design.

As a boutique event technology agency, trust is the backbone of everything we do at Cyberbia. We work closely with our clients at every step, delivering customised solutions that AI alone or large-scale event software can’t replicate. From personalised event apps to intelligent CRM integrations and seamless automation, our approach ensures that technology enhances the human experience while giving you full control and clarity every step of the way.

For event organisers, the challenge is clear: leverage AI where it works, question it where it doesn’t, and always centre the attendee experience. And for the future of the event tech industry it will be interesting to see if event tech giants will continue to dominate, or if boutique innovators will carve out the edge.

Further Reading:

Sarah Kloepple, Deputy Editor, BizBash: Dreamforce 2025: See Highlights From an AI-Centric Conference: https://www.bizbash.com/corporate-events/dreamforce-2025-highlights-from-ai-centric-conference