How AI is Changing Activations and Events | AnyRoad

How AI Is Changing Activations and Events

Table of Contents

Artificial Intelligence Overview

Artificial intelligence is everywhere. From generative Chat GPT prompts to machine learning, the opportunities for this technology are limitless. But how does it impact the day-to-day of events and activations your brand is planning? And what are the pros and cons?

In this blog, we’ll cover the entire range of AI in the experiential economy, including what the AI maturity model looks like for our industry. This directly impacts not just the lives of marketers but of customers as well.

So let’s dive in and see where this AI road takes us in the event marketing field and how you can leverage it today.

The Different Kinds of AI

AI is an umbrella term for a broad area of study where intelligent machines simulate human-like processes. Here’s a quick breakdown of the types of AI you’ll see when incorporating it into your activations and events.

Machine Learning

Machine learning (ML) focuses on various techniques for training models to learn patterns and make predictions from data. ML is used in image recognition, speech recognition, and predictive analysis.

Machine Learning in Activations and Events

Predictive analysis plays a significant role in experiences and activations. For example, consumer brands like Coca-Cola leverage ML algorithms for demand forecasting and inventory optimization.

Generative AI

Generative AI can create and generate large-scale content from copy to images. It processes human language in various formats using natural language processing (NLP).

Generative AI takes this a step further by understanding text and creating human-understandable content.

Pros and Cons of AI in Activations and Events

Here are some pros and cons of AI for brand activations and events.

Pro: Save Time for The Real Humans

AI will replace repetitive tasks and improve data collection and reporting, allowing teams to invest more time into the creative side of the process.

Pro: Data-Driven Insights for Personalization

AI helps you uncover valuable patterns and trends. For instance, Johnnie Walker uses AI for personalized guest experiences based on flavor profiles.

Pro: Do Away With Hand-Sifting Feedback

AI-driven insights can help brands respond to consumer feedback and better understand customer preferences efficiently.

Con: Can Pull Brands Further Back From Human Interaction

An over-emphasis on AI could reduce human connection in brand interactions, which is vital for effective brand strategy.

Con: AI Could Create a Wedge Between Consumer and Brand

Using AI without a clear purpose may hinder the brand experience rather than enhance it.

AI Maturity Model for Experiential Marketing

We created a maturity model for experiential marketing to show how brands can use AI to improve their experience strategy.

AI Can Make Us Better at Activations and Events

At AnyRoad, we aim to help event marketers optimize their events using insights from AI-driven analysis of consumer feedback.