"May you not live in interesting times" is the proverb we attribute to the Chinese, though its origins are actually murky. Yet we are living in times that are undeniably, overwhelmingly interesting. We cannot change these times; we can only adjust, cope, and try to find opportunity within them. After all, they are everything but boring.
Among the most fascinating developments of our interesting times is the rise of artificial intelligence. While AI has been developing for decades, the past three years have witnessed an acceleration so dramatic that even AI experts struggle to keep pace. The technology that once seemed like distant science fiction now sits in the pockets of 1.2 billion people worldwide.
The Industry's Response: A Concerning Pattern
Having participated in various panels and discussions at two major industry events in London this winter, I've observed a troubling pattern in how our industry approaches AI. The confusion is palpable. The unpreparedness, obvious. And yes: the fear is real and growing.
These panels, meant to explore AI's potential, invariably devolved into exercises in dismissal, fear management, and outright denial. Where we needed calm analysis and forward-thinking strategy, we got defensive posturing. Where we needed to look ahead, we buried our heads in the sand.
The questions dominating these discussions are understandable but ultimately unproductive: Will we all lose our jobs? How will AI fundamentally change our industry? Will the events industry as we know it cease to exist?
The Luxury We Don't Have
Here's the uncomfortable truth: as event professionals, we simply don't have the luxury of ignoring AI. Our attendees and sponsors are already using these tools in their daily lives. They understand what's possible. And increasingly, they'll demand the personalization, efficiency, and innovation that AI enables.
This is exactly like the IT transformation of the 1990s. The real push for business digitalization didn't come from boardrooms, it came from employees who were using PCs at home and began expecting the same capabilities in their workplace. History doesn't repeat, but it certainly rhymes.
AI has become a commodity: free or inexpensive, accessible, and increasingly indispensable. When 1.2 billion people globally are already using AI tools, the question isn't whether our industry will adopt them, but how quickly we can integrate them strategically.
Beyond the Fear: Real Business Applications
The events industry is, at its core, a business. And like any business, we need concrete use cases and clear ROI justifications. In this issue of In Control. Magazine, we're moving beyond theoretical discussions to examine practical AI applications across different segments of our industry. We're investigating how AI can become our ally rather than something to fear.
We're also examining the tectonic shifts AI is causing in adjacent industries, changes that will inevitably impact how we operate. We are witnessing, in real time, the decline of Google-based online marketing. As user behavior shifts from traditional search to AI chatbots, the effectiveness of sponsored results and display ads diminishes. For an industry that has relied heavily on Google marketing for attendee acquisition, this represents a fundamental challenge requiring new strategies, and we are discussing those strategies in this issue.
The Path Forward
Events that don't leverage AI will inevitably fall behind. Initially, this gap might seem negligible. But within months, the disparity will become obvious, and bridging it will grow increasingly difficult. The competitive advantage won't go to those who adopted AI first, but to those who integrated it most thoughtfully.
We have asked the best European AI experts from within and from outside of the event industry to contribute to this magazine to help you find those ways. They happily complied: the result in your hands is an issue that we are incredibly proud of, the first European publication about AI in the events industry, and at that, one with concrete ideas and examples, and with a lot of optimism.
Along with this issue, our upcoming In Control. Conference on December 4 at the Congress Center Düsseldorf, fully dedicated to AI in the event industry, represents our commitment to helping the industry navigate this transformation. In Düsseldorf, you'll meet leading European experts specializing in AI applications for the events industry. It will be a platform to learn, discuss, explore, and experience AI's practical applications in our field.
Tip
The interesting times aren't going away. But with the right knowledge, tools, and mindset, we can transform uncertainty into opportunity. AI is here to stay, the question is whether we'll lead the change or be led by it.