AI is here: But are we using it well in events?
AI has quickly found its way into our everyday work, including how events are planned, designed and delivered. But having access to AI and using it well are two very different things.
UFI’s 37th Global Exhibition Barometer, released in July 2026, found that 91% of exhibition companies globally are now using AI in some form – and with adoption already so widespread where can it genuinely make a difference.
For event organisers, agencies, exhibitors and suppliers, that means looking beyond the novelty of the technology and focusing on where it can make planning more efficient, strengthen creative thinking or help teams make better use of the information they already have.
A good place to start is with the problems we already face.
Lightening-fast idea generation
Event timelines rarely feel generous. A brief can move from initial discussions into concept development, costing, approvals and production in the blink of an eye, and we’re all feeling the squeeze.
AI gives creative teams new ways to move through those early ideation stages more efficiently, from researching audiences and interrogating a brief to exploring themes and rapidly visualising ideas for exhibition environments, feature spaces, registration areas, networking zones and activations. It means more directions can be considered early, without investing significant design time into every possibility.
This ability to explore ideas quickly is just as useful as an event evolves. Registration may grow, sponsor requirements may shift, networking space may need to expand, or an activation may need to fit a smaller footprint. AI-assisted design and visualisation tools can help teams test layouts, furniture arrangements, materials and visual treatments, giving clients a clearer view of the options and helping discussions and approvals move forward.
Of course, there is still a significant gap between an image on screen and an event environment ready to open. A concept may look convincing but overlook engineering, accessibility, venue regulations, stock availability, production lead times or installation requirements. Even practical considerations, such as whether a structure will fit through the loading dock or can be installed safely within the allocated bump-in, still need to be checked.
AI works best when paired with lived event experience – helping teams move faster, while designers, project managers and production teams apply the judgement, technical knowledge and practical detail needed to turn a strong idea into an event environment that can be delivered with confidence.
Cut through the information overload.
Anyone who has delivered a major event knows how quickly the volume of information grows. Briefs, floorplans, venue manuals, exhibitor requirements, sponsor inclusions, furniture schedules, graphics lists, production schedules, emails and compliance documentation can all be moving and changing at the same time.
This is an area where AI has a very practical role to play. Lengthy documents can be summarised, key requirements extracted, revisions compared and meeting notes turned into clear actions. Instead of manually working through pages of information or cross-checking multiple versions, teams can identify what matters and spot changes much faster.
For organisers coordinating hundreds of exhibitors, or suppliers responsible for multiple areas across an event, those efficiencies can make a noticeable difference. There is also potential to reduce the time spent on everyday administration such as reporting, project updates and internal handovers, particularly when the same information needs to be captured or communicated in different ways throughout a project.
That information still needs to be checked by people who understand the event, especially when it involves specifications, safety, compliance or production requirements. AI can reduce the manual work involved in managing and sorting that information, giving project teams more time for the work that needs human input: talking with clients, coordinating suppliers, checking details and responding to changes as the event approaches.
Gaining even a few hours back can make a real difference, creating the space to turn a well-delivered event into an exceptional one.
Find the patterns in feedback.
Once an event is over, there is a huge amount of information that can help shape what happens next. Attendee surveys, exhibitor and sponsor feedback, registration data, social engagement and internal team debriefs can all provide valuable insight into what worked well and what can be improved.
The challenge is making sense of all that information and finding the patterns that aren’t always obvious when feedback is reviewed individually. AI can help analyse larger volumes of data, identify recurring themes and surface areas that need closer attention.
For an organiser, this might reveal consistent feedback around registration, networking spaces, wayfinding or the exhibition layout. For an exhibitor, it could help identify which activations or experiences generated the strongest response and where engagement was lower.
Bringing those insights together creates a clearer picture of the overall event experience and gives teams something meaningful to carry into planning for the next one.
Get more from your event content.
Events generate a wealth of content that can continue working long after the doors close. Presentations, panel discussions, interviews, photography, video and demonstrations can all be repurposed to keep the conversation going and extend the life and reach of an event.
AI can make it easier to work through all that material, pulling out key themes from presentations, summarising sessions and identifying moments that could become articles, social posts, video edits or other communications. This gives marketing and event teams a useful starting point to shape and produce content that feels relevant to their audience and brand.
For teams working with limited time and resources, AI can also surface valuable material that may otherwise be overlooked, helping an event continue to deliver value for weeks or even months after it ends.
Know where experience takes over.
As ideas move from initial concepts into design, production and delivery, human experience and judgement become increasingly important. Understanding the client, the venue, the audience and the realities of event delivery is what turns a promising idea into something that can actually work in the real world.
An AI-generated exhibition stand may look impressive, but someone still needs to determine whether it can be built within the available budget, timeframe and venue requirements. A suggested floorplan needs to consider how people will move through the space, while materials need to be available, suitable and compliant. Furniture must exist in the quantities required, structures need to be engineered, transport coordinated and crews given enough time to install everything safely.
Then there is the event itself – plans can change and deliveries can run late. A space can feel very different once you are onsite and unexpected issues need to be resolved quickly.
Technology can support many parts of this process, but practical experience, relationships and understanding of how events come together are what refine an idea and carry it through to successful delivery. It is the judgement built through experience – knowing what will work and what might not – that technology cannot easily replicate.
Make more time for what matters.
AI will continue to become part of the way events are planned, designed and delivered, and the tools available to our industry will continue to evolve.
For Creative Hire, the more useful question is where those tools can make a meaningful difference. Where are teams spending time on repetitive work? Where is information difficult to manage? Could ideas be explored more efficiently? Could feedback tell us more? Could an existing process be made simpler?
Starting with those questions gives us a more practical way to approach AI – by looking first at the problems we want to solve.
As an industry, getting better at using these tools could free up more time for the areas that still benefit most from human input: strong ideas, thoughtful planning, collaboration, practical problem-solving and ultimately creating better event experiences.
