Why In-Person Events Are Becoming the Preferred Marketing Channel in an AI-Driven World

As generative AI continues to advance, in-person events are emerging as a pivotal marketing channel. Here’s why I believe this is the case.

At a previous company, we developed a chatbot trained on our webinars and white papers, allowing visitors to our website to engage in conversations 24/7, receiving links and direct answers from our resources.

Now, imagine the next level with video avatars. Given recent reductions in workforce and budget cutbacks, the new sales process might unfold as follows:

1. A visitor interacts with a sophisticated GPT on a website, leading to a natural-feeling conversation and a booked meeting.
2. The visitor then joins a Zoom call for a “discovery” session, believing they are speaking with a real person, when in reality, it’s an avatar. To enhance relatability, these avatars might even be modeled after figures the user follows on social media.
3. The discovery call is exceptionally smooth, as the avatar, unswayed by emotions, utilizes data to ask the right questions in the right amount.
4. The AI quickly qualifies the potential client and suggests scheduling a follow-up meeting to present a tailored solution.
5. Finally, the prospect meets a real human who presents the proposed solution, looking nothing like the previous avatar.

Does this feel manipulative? Perhaps, but as long as it addresses the problem, does it matter?

This backdrop sets the stage for the resurgence of in-person events. The isolation felt during the pandemic has amplified our collective desire for human connection, leading to a robust comeback of live events. However, attracting attention in the crowded event marketing space is more challenging than ever.

This means that if you’re considering hosting marketing events, expect intense competition. Your event must offer an unparalleled experience, something beyond just a casual meet-and-greet at a bar. As expectations rise, so too will the costs, necessitating that each attendee adds significant value.

Gone are the days of the “spray and pray” method where events aimed to attract large numbers regardless of attendee relevance. For instance, a notable party at Snowflake Las Vegas in 2022 marked the end of that era. Now, marketing efforts focus on targeted invitations and meticulously crafted experiences.

If you’re planning a prospect dinner at a conference in Las Vegas, think along the lines of an exclusive dinner with celebrity chefs like Gordon Ramsay or Bobby Flay, or perhaps a bespoke magic show—experiences that can’t simply be purchased off the street.

AI may excel in replicating past models, but it falls short in creating novel experiences. To stand out in today’s event landscape, we must innovate beyond the precedents, designing encounters that have never been seen before.