Planners are just beginning to tap the potential of AI to help personalize attendee experiences, says the 2027 AMEX GBT Global Meetings and Events Forecast.
It seems to defy logic that using AI could help planners personalize attendee experiences. But according to the 2027 AMEX GBT Global Meetings and Events Forecast, the use of AI is evolving from planning and delivery to personalization, adapted for each attendee. Last year’s Global Forecast found practitioners using it for planning, generating creative concepts and communications. In the 2027 report, the number one usage was equipping onsite personnel with insights to personalize attendee experiences, followed close behind with using AI to track attendee engagement. The study, conducted in August 2026, surveyed 500 meeting professionals in eleven countries.
“AI can make meetings and events more human,” commented Dan Beauchamp, Vice President Strategic Meetings, Amex GBT Meetings & Events. “It turns data from thousands of interactions, preferences, and past events into hyper-relevant, personalized experiences. AI handles the grunt work so planners can focus on their creativity, judgment and emotional intelligence.”
The use of artificial intelligence to help personalize attendee experiences is growing, but less than half of survey participants are putting technology to work in this way. Thirty-three percent of respondents are using AI-powered event apps with personal agendas, 27 percent are using technology to monitor attendee feedback in real time and 23 percent said that using attendee data more effectively to design attendee experiences is a priority for the year ahead.
Overall, the areas where survey respondents plan to put AI to work in 2027 are:
• Supporting onsite staff with insights to provide personalized service to attendees.
• Event communications.
• Tracking attendee engagement.
• Generating creative concepts and themes.
• Optimizing event logistics.
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