At Forrester’s upcoming B2B Summit APAC, I’ll be diving into one of the most urgent and exciting topics in B2B events today: the transformative role of AI across the event lifecycle.

Event marketers are under increasing pressure to do more with less — repurpose content, extract deeper insights from event data, and deliver measurable impact across the event lifecycle. These long-standing challenges are now amplified by evolving audience expectations, tighter budgets, and competitive intensity.

 

AI presents a transformative opportunity. Yet despite the buzz, AI adoption in events remains surprisingly low. Forrester’s research shows that while 57% of marketers believe AI will fundamentally change how events are planned and executed, most teams are still applying it in limited, tactical ways — if at all. Our data shows that:

  • Event content creation is the top use case, with 39% of marketers making use of AI in that area.
  • Just 23% of marketers use AI to help with data analysis.
  • 15% use it to deliver more personalized audience experiences.
  • Only 7% use AI to provide attendee assistance.

Start Leveraging AI For Events More Fully At B2B Summit APAC

At B2B Summit APAC, I will unpack the current state of AI in events and show how it can transform event strategy across the entire lifecycle — before, during, and after. This session will spotlight nine high-impact AI use cases — from using AI to help with event selection and audience targeting to exciting ways to deliver more personalized attendee experience and support. I’ll also explore the key blockers to adoption — including concerns around delegate privacy, data quality, and brand risk — and how to overcome them.

To help you take the first steps, I’ll introduce Forrester’s new event AI readiness assessment framework. This tool is designed to help you evaluate your organization’s preparedness across five critical dimensions: vision, governance, technology, data, and skills.

Whether you’re just beginning your AI journey or looking to scale your efforts, this session will equip you with the insights and tools to move forward with confidence. I hope to see you there!