Colja Dams: “You cannot fake events”

# tags: Artificial Intelligence , Events

Colja Dams, CEO, VOK DAMS worldwide, explains that artificial intelligence (AI) has already become an indispensable part of the daily work at the agency.

He underlines that the “greatest thing of AI is that it’s available to all”, but planners should “adopt a balanced approach”.

Can you share any specific examples of how AI is currently being used in event planning or execution?

For us at VOK DAMS Al has already become an indispensable part of our daily work. AI already influences all workflows of an event, from strategy and creation to project management and implementation. AI will also play a massive role in analytics. I don’t think there is any project left where AI isn’t used.

What are some of the key challenges or obstacles that the events industry faces in adopting AI technologies?

The event industry faces several challenges in adopting AI technologies. Just to name some. One is definitely Data Management and Privacy. Al relies heavily on data and managing large volumes of event-related data while ensuring privacy and security can be challenging. No one has a long experience in using AI for events. We are at the beginning of using AI for events and doing the next step of digitalisation. And there are a lot more obstacles like Ethical Concerns, etc. In general, we have to think in new ways how we create, plan and implement events in the future. AI can be helpful for several basis task, but need creative and logistic thinking people for creation, consultancy and orchestrating an event. That the planned goals are achieved and that the respective event meets the expectations of the customers and the respective target group and fits the brand.

In what ways do you think AI can enhance atendee experiences at events?

There are endless options. Here are just a few thoughts. AI makes it much easier to create more personal experiences by (super-fast…) analysing on preferences, interests, and past interactions. We used to do this “by hand” which takes an enormous amount of time. Time we now can spend on more interpersonal interactions. Or similar time saving (and costs) is also created by the use of, AI-driven chatbots or virtual assistants, providing support during events by answering questions, collecting feedback, and facilitating interactive activities to boost engagement. AI can also make stuff like check-in processes or attendee registration much faster, more personal and maybe more fun for both organiser and attendees. Important with all these AI applications is that the attendees don’t feel that they are managed by machines as personal interaction is still the most important part of the event experience. Any time we feel that an AI solution makes the experience less personal, we hold back on it.

Are there any ethical considerations that event planners should keep in mind when using AI in their events?

Various ethical challenges can arise when implementing events. On the one hand, data protection aspects must be taken into account, especially when using facial recognition or data analyses tools. Events should be accessible to all participants, regardless of their individual needs – so they have to be inclusive and barrier free. Event organisers must also ensure that the technologies they use are fair and transparent and do not lead to discrimination. Environmental impacts must also be taken into account in event solutions as well as working conditions. At international events, care must also be taken to deal sensitively with different cultural requirements. By taking these aspects into account, organisers can help ensure that their events are not only successful, but also responsible and respectful.

How do you envision AI changing the role of event planners and organizers in the future?

Today no one can imagine corporate communication without social media. Social media has become an important communication channel. On Tik Tok in particular, fans are being flooded with AI generated content that is interchangeable and above all, one thing is not: it is not authentic and so with all this flooding of AI-generated media. Texts and other content, only one form of authentic content remains communication: Live events. That’s why we are sure that we are at the beginning of the next giant wave, because, as the saying goes: You cannot fake live events. This means that events are becoming an important source of content and are becoming increasingly important. The further AI rises, the more people want to see “the real thing”. Be it company representatives, music bands, celebrities or (product) performances. The personal aspect of live events has always been the driving force behind it success, and that’s something AI can’t deliver. At the end AI will drive live events.

What are some emerging AI technologies or trends that you think will have a significant impact on the events industry?

AI has a transformative power on the events industry. It changes the way we plan and execute events as well as the event experience for the participants. There are already hardly any projects le. where AI is not used. At VOK DAMS we use AI to simplify the planning process and enhance the guest experiences on a daily basis. Be it starting with very simple photo tools where I as a participant uplead my selfie and then exactly the photos in which I can be recognized are selected from the cloud, from the countless images. Then the AI also ensure that only the pictures in which I look good smiling are displayed. Another example is choosing the right destination and location. Sustainability and AI can complement each other well here. At large events, 80 percent of the CO2 output comes from the arrival and departure ofd participants. This can be easily optimized by specifically selecting the venue. We already offer our customers a solution for this with a partner. We also use AI for event hotlines to answer guest’s questions 24 hours in different languages. Or to create individual welcome messages.

What advice would you give to event professionals who are interested in integrating AI into their events?

AI is undoubtedly the key to the future, and companies that fail to seize this opportunity risk falling behind in the long run. However, it’s crucial to use AI in events purposefully and thoughfully, where it can provide clear value. There are countless tasks in live communication that can be done better, differently and faster using AI. And we probably haven’t discovered them all yet. In many areas, classic project management consists of repetitive tasks that can be optimized. There, immense time savings can be achieved in everyday normal business. This continues when it comes to visualisation. Event planners should adopt a balanced approach and ensure that the use of AI aligns with the needs of their event and participants.

How can smaller event planning companies or organizations with limited resources leverage AI effectively?

The greatest thing of AI is that it’s available to all. Size of company or resources has no real impact on your ability to use AI tools to your advantage. The only limitation is your own curiosity and willingness to explore. We all find new and better ways to work by trying (again and again…) and AI tools with their unlimited patience and capacity are perfect for this. And if you really don’t have the time or the inclination to explore AI, then there are plenty of companies that can help you out. We are happy to point you in the right direction.