To the average African, the concept of Artificial Intelligence (AI) is a distant idea that has relevance majorly in the field of advance programming and analytics.
But with the unfolding global scenario, Artificial Intelligence (AI) seem poised to make indelible marks on all industries and professions globally, and various field of marketing cannot be exempted.
Defined in basic terms, artificial intelligence, also called ‘machine learning’, is simply is any computer algorithm developed to enable a device and or software perform intelligent tasks by perceiving its environment.
At the current pace of development in AI, it seems it will only be a matter of time before applications to everything we do and or have will emerge.
Apart from managing budgets, application of AI we ensure that there will be no need for error-prone, sometimes compromised, outdated and historical data to predict future behaviours and possibilities. Instead, historical data will be validated in real-time to make the present and the future more meaningful.
In Nigeria, digital marketing and advertising seem to be at the forefront in the utilization of AI. It is not uncommon to see chatbots that talk like a human being trying to sell you digital products or offer explanations on product usage.
With all the buzz surrounding the popularity of artificial intelligence. Every industry and sector have been dissecting areas AI can remarkably impact operations and profitability. So how will artificial intelligence, in practical terms, impact the event industry?
One area AI can impact positively on experiential is eliminating or even reducing lines for Consumers and attendees during events.
It doesn’t matter how cool the experience will be, nobody likes long lines. It can dampen a good mood if, by the time your attendee gets to it, they’re upset. AI can help speed up events check-in. Due to the fact that AI can recognize individuals in a line, they can reference their face with their registration and guide them through the line speedily with effortless ease. AI can eliminate processes which normally create event space constriction, ultimately creating a better experience for all attendees.
AI can equally add substantial value in the area of event security and save on temporary staff costs. New technologies are being developed which will allow brands to automatically check-in attendees, identify problems, manage employees, handle communication and other support. AI handling all these tasks, the need for temporary staff lowers, lowering costs. Sometimes, there aren’t always enough security guards at your event. Sometimes unpalatable experiences like a stampede or people stealing items of others can happen in an event space. AI can help to identify these threats and notify team members most times even before they happen. With this proactive measures can be taken- besides, who will love to mess up with an ever-vigilant machine.
With anticipatory computing, AI can identify many other problems before they start, AI can notify your team when you’re about to run out of cups, product samples, booze etc, If your brand ambassadors are too busy and missing potential or vital customers, it can identify when, and where you could experience trouble. This will be an extremely useful technology when fully deployed, for event organisers or producers in the field who have to focus on so many components simultaneously.
Artificial Intelligence brings levels of personalization never before seen in experiential marketing. Imagine attending a large networking event. Sometimes conferences will match you with other attendees automatically to help with networking. Most of the time these match makers are too far off, creating bad matches at event. With AI such error will be almost non-existent. Let's say you visit a really big conference, probably with over 20,000 people. What’s the best way to identify potential matches for networking? Artificial intelligence can take available registrant data and organize the best possible match combinations creating rich networking experiences for all attendees
Most companies or event handlers find out what’s working and what’s not from a survey that they ask attendees or customers after the time of engagement. AI will take out all the work of needing to ask consumers what they felt about the event. Which will create a newfound honesty and transparency for brands in terms of feedback. AI can monitor multiple metrics on facial recognition and flow. Artificial Intelligence can monitor sentiment passively even without attendees noticing it. This is much better than a survey that can be influenced by various factors.
With multiple and easier to access conversation interfaces, artificial intelligence is going to eliminate the friction between your brand and the consumer. Brands care about communicating with consumers and sometimes there are certain barriers which prevent this. Artificial Intelligence can help eliminate many barriers, such as language, ordering products, customer support information, and much more.