Best Practice Report

Reimagine B2B Events With AI

Increase Productivity, Deepen Attendee Engagement, And Enhance ROI

February 5th, 2024
With contributors:
Steven Casey , Lisa Gately , Chantelle Fynn , Arianne Burnette


AI will help marketers overcome long-standing event planning and execution challenges and improve pre-event productivity and efficiency, deliver more personalized and inclusive experiences, and improve ROI through better data analysis and content repurposing. To deploy AI successfully, marketers must work in partnership with revenue operations and security and risk teams, build strong internal governance, and focus on solutions with enterprise-level security. This report shares data from Forrester’s Q3 2023 B2B Events And AI Survey, identifies key event AI use cases, and offers a framework for successful solution deployment.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.