Event technology and the future of events.
Event technology has now found general acceptance in the event industry as most event professionals are relying on it in a way or the other. As per the stats of 2018, at least 85% of event professionals invested in event technology, even if it was just for online registration. This number has only risen since then. Comparatively sophisticated technologies such as event apps have also shown a significant rise in their popularity. There’s no doubt that technology is going to play a defining role in the future of events.
The journey from being a luxury to being a necessity wasn’t easy but event technology has covered it well. Event professionals are now seeking more and given the potential of technology, their expectation is justified.
With the outbreak of disruptive technologies such as AI and VR, event technology is finding newer ways to stand up to these expectations. In this article, we will look at those latest technology trends which have either transformed or are on their way to transforming our industry–
Facial recognition is one of the most talked-of event trends. And this is not surprising, given the potential of this technology. For example, taking feedback has been a tiresome process so far, for both the organiser and the visitor. Also, the credibility of feedback also becomes questionable as it fails to express the actual intention of the person providing the feedback. Especially in the case of positive feedback, the sales team may target the wrong prospective lead, wasting both money and effort with no concrete results. Facial recognition can revolutionise the process of feedback by recognising the expressions of the attendees to predict if they’re happy or sad or indifferent to the event experience. Facial recognition may also replace old surveillance devices such as CCTVs, ensuring security in a better way. In the case of social media, it can help in automatic tagging leading to effortless community-building and networking.
But only advanced facial recognition software has proven significant so far and it will still take time for this technology to become commonplace. Its efficiency also relies on the database and several other factors but it has the potential to bring serious disruptions in the event industry.
Though still in its nurturing phase, proximity technology has been promising. Proximity technology predicts the location and other details of the attendee in order to enhance their experience. So far, this has been done using low energy beacons and RFID (radio-frequency identification). Now that we have already moved out of that era of long queues, RFID readers and badges are looking forward to making attendees’ experience seamless and unhindered.
The main impact of proximity is going to be in terms of personalization. Imagine a situation where Kiosk calls your name out! Events are on their way to become a wonderland.
Blockchain technology helps in recording transactions both chronologically and publicly. The emergence of blockchain in the event industry has ensured a win-win situation for all by tackling one of the most serious issues of the industry– Fraud, especially ticketing fraud. Blockchain helps in transmitting digital information without the fear of it being copied, hacked or tampered with. It helps in tracking the transaction, giving way to repeat attendees through the security since their information is already there in the system. Duplicacy of tickets is another issue that can be resolved using blockchain technology.
Moreover, Blockchain technology also ensures the cyber-related security of event discovery platforms, protecting all the data that’s stored there. At the same time, this technology is cost-effective as companies don’t have to pay to third-party services.
Chatbox and AI
Artificial intelligence is capable of doing a plethora of tasks to ease the life of event professionals. AI-equipped software technologies are already helping a lot in the search of relevant sponsors, exhibitors, and events. They have made networking personalised enough to save the time, effort and money of the professionals. Moreover, AI is expected to work on subtler aspects in the upcoming future by helping the event organisers in modifying the event as per the taste of their target audience. Application of AI in the field of sentiment analysis can also come handy when it comes to attendee retention and feedbacks.
Accessories like chatboxes are on their way to become more advanced, thanks to the implication of AI. Apart from providing event solutions, chatboxes are evolving to provide the client with a more personalised response.
The event industry is aligning itself with relevant changes. Live streaming is one such trend that is being readily adopted. Events are rich in engaging content, and an engaging medium like live streaming can boost the reach manifolds. Augmented and virtual reality technologies have also contributed a lot in enhancing the onsite experience of event-goers by making the event more interactive.
Although some of these technologies are still in their developing phase yet as they get more and more refined, the event industry will keep on changing for something better. The future of event technology will make the event experience more personalized, more intent-driven and of course, more eventful.