The Amex 2025 Global Meetings and Events Forecast reveals increased use of technology to elevate experiences
Get ready for a future where innovation steals the spotlight. That’s the message of The AMEX 2025 Global Meetings and Events Forecast. In an era where digital transformation is reshaping industries, the meetings and events sector is experiencing a significant evolution. Technology is not only streamlining processes but also enabling meeting professionals to craft richer experiences for attendees. As Noelia Herranz, Vice President of Global Meetings & Events Strategy and Business Enablement at Amex GBT Meetings & Events, succinctly puts it, “As technology takes over more administrative tasks and drives greater efficiencies, meeting planners can focus on being creative and delivering memorable experiences.”
The Digital Shift: Enhancing Productivity and Creativity
Recent trends indicate that technology is unlocking efficiencies within the industry, allowing for centralized data management and streamlined sourcing. This shift empowers meeting professionals to derive greater value from negotiations, ultimately leading to cost savings and improved outcomes. The early waves of technology adoption have already boosted productivity, but the arrival of artificial intelligence (AI) presents even more exciting opportunities.
With AI poised to revolutionize the industry, meeting professionals are keen to leverage its capabilities to automate tasks and enhance personalization. However, integrating the wealth of data generated by these digital solutions remains a challenge. As the industry looks toward 2025, a key focus will be on data consolidation to improve efficiency and effectiveness.
The Future of Attendee Experiences
Technology’s influence extends beyond operational efficiencies; it is transforming the way attendees engage with events. From online registration tools to immersive post-event surveys, technology fosters a sense of connection throughout the entire experience. Innovations such as virtual reality are paving the way for more engaging and interactive content delivery. Sam Altman, CEO of OpenAI, envisions a future where “there is going to be a premium on human in-person, fantastic experiences,” suggesting a burgeoning job market focused on creating exceptional live interactions.
Meeting Professionals Gear Up for Tech-Driven Events in 2025
The survey also eveals that meeting professionals are eager to embrace new technologies in the coming years. Leading the pack is artificial intelligence (AI), with 50% of planners aiming to integrate it into their strategies. This aligns with a broader trend of leveraging AI for a variety of tasks, including:
AI-powered matchmaking for attendees and sponsors (42%)
Content creation (41%)
Generating creative event themes (40%)
Tracking attendee engagement (39%)
Optimizing event logistics (37%)
These applications highlight how AI can be used to personalize and enhance attendee experiences, streamline processes, and foster valuable connections. Ariana Reed, Director of Global Customer Experience at Amex GBT Meetings & Events, emphasizes AI’s potential to transform event communications: “AI is centered on event communications, helping to make them more engaging, meaningful, and resonant, and helping to drive truly engaging attendee experiences.”
Beyond AI, meeting professionals are also interested in exploring other technologies to elevate their events. Mobile apps are poised to play a significant role, with 41% of planners looking to implement them.
QR codes and onsite check-in tools are also gaining traction, with 38% and 36% of planners, respectively, planning to utilize them. Immersive experiences are on the horizon, with 31% of planners interested in virtual reality and 25% considering wearable tech.
AI: Reshaping the Future of Event Planning
Artificial intelligence (AI) is rapidly changing the landscape of event planning, offering innovative solutions to enhance and personalize attendee experiences. A recent survey sheds light on the strategic applications of AI that meeting professionals are most eager to adopt.
Leading the charge is AI-powered matchmaking for attendees and sponsors, with 42% of planners looking to leverage this technology. This indicates a growing focus on facilitating valuable connections and fostering meaningful engagement between attendees and sponsors.
Content creation follows closely behind, with 41% of planners interested in utilizing AI for this purpose. AI can help generate engaging and relevant content tailored to specific audiences, ensuring that event messaging resonates with attendees.
Another key area of interest is generating creative event themes, with 40% of planners recognizing AI’s potential in this domain. AI can assist in brainstorming unique and captivating themes that align with event objectives and appeal to target audiences.
Further demonstrating the emphasis on personalization and engagement, 39% of planners plan to use AI to track attendee engagement. This capability allows planners to monitor attendee interactions, identify areas of interest, and tailor event experiences accordingly.
Other notable applications of AI include:
Optimizing event logistics (37%) to streamline operations and improve efficiency.
Enhancing event communications (36%) to deliver targeted messaging and facilitate seamless interaction.
Deploying chatbots (35%) to provide instant support and information to attendees.
Facilitating translation (35%) to cater to diverse audiences and promote inclusivity.
Conducting post-event evaluation (30%) to gather valuable feedback and inform future event strategies.
Streamlining registration processes (28%) to enhance the attendee experience from the outset.
Any thoughts, opinions, or news? Please share them with me at vince@meetingsevents.com.
Photo: Amex Global Business Travel
