Artificial intelligence (AI) is quickly becoming one of the most transformative tools in the meetings and events industry. For both planners and suppliers, AI offers a faster, smarter way to work. It can help personalize attendee experiences, streamline logistics planning, and boost event ROI. From AI-powered chatbots and live caption translation to automated budgeting and predictive analytics, AI technology is making it easier than ever to create events that are engaging, efficient, and responsive to ever changing client demands.
AI is helping tackle familiar challenges. We’ve seen it reduce food waste by predicting attendance numbers more accurately; optimize schedules to improve session flow; speed up registration using facial recognition; and analyze real-time feedback to improve future events. These innovations aren’t just convenient, they’re helping event professionals do more with fewer resources, which is especially important in today’s fast-paced, budget-conscious climate.
But while AI is making our events better, it’s also adding to a growing environmental concern. The powerful computers behind AI tools require significant energy and water resources to operate. Training just one large AI model can generate as much carbon as five gas-powered cars over their entire lifespan. Data centres, many of which are being built in small communities across North America, are drawing criticism for consuming massive amounts of electricity and fresh water. In some cases, a single data centre can use five million gallons of water per day just to keep servers cool – the equivalent to the water use of a town populated by 50,000 people.
This presents a dilemma for an industry already working to reduce its carbon impact through sustainable venues, waste reduction, and greener travel options. The digital side of events is now part of the equation, and it deserves the same careful consideration. While the solutions might not be perfect, there are some practical ways to benefit from AI while minimizing its impact.
First, event professionals need to be intentional about our use of AI. Before adopting a new tool, determine if it’s truly solving a problem or it’s just the latest and greatest tech option. Avoid redundant tools that increase digital waste. When choosing platforms, prioritize vendors who focus on using renewable energy to power their data centres and who are transparent about their sustainability practices.
Next, limit unnecessary data collection. Processing and storing massive amounts of data requires energy, so be strategic about what you collect and how it’s used. AI itself can support sustainability goals by optimizing transportation routes, reducing on-site energy use, or analyzing attendee behaviour to avoid overproduction of materials or food.
Finally, consider providing attendees an option to offsetting an events digital footprint, just like they might do for travel emissions. There are services that help calculate and neutralize the environmental impact of data usage and AI tools. And don’t underestimate the power of education. Raising awareness among stakeholders about the environmental costs of AI can lead to more thoughtful, responsible tech adoption across the board.
AI is a powerful tool that’s changing how we plan and experience events. With a conscious approach, it can help us move the industry forward without compromising our responsibility to the planet.
Lyndsay Munholland is event strategist and team lead at Managing Matters. She has has been a professional in event planning for more than 10 years, managing all levels of professional engagement from meetings to conferences, road shows, tradeshows, fundraisers and social events for clients around the world.
