With the integration of AI and a host of emerging digital tools, meeting and event planners are witnessing a rapid transformation of the large-event landscape. Today’s conferences and conventions are no longer solely about assembling vast numbers of people; they are about creating intentional, data-informed experiences that resonate on a personal level—a shift that offers unprecedented opportunities to deliver dynamic, customized journeys that engage and inspire attendees during the event and endure long after the final session ends.
Curated Attendee Pathways: Meeting People Where They Are
The key to unlocking greater engagement lies in recognizing that no two attendees are alike. By developing robust attendee personas, event planners can design tailored experiences that reflect individual goals and preferences. This segmentation allows for targeted programming, more meaningful networking opportunities and greater satisfaction across the board. “Each of these personas has, ideally, a mix of sessions, experiences and people they should meet,” says Jeff Sinclair, CEO of Eventbase. While there’s no end to the ways you can segment your audience, start with some of the reasons they may be attending your event to identify their core goals:
- Knowledge Seekers are content-driven participants seeking insight, information and personal development. Their event journey centers around keynotes, breakout sessions and immersive educational experiences.
- Trend Spotters are innovation-focused. They gravitate toward emerging ideas shaping their industry, start-up zones, product demonstrations, interactive exhibits and new-technology showcases.
- Relationship Builders prioritize broadening their network. They seek efficient matchmaking tools over static directories and value curated introductions for mentorships, partnerships and connections that align with their professional goals.
- Deal Makers are outcome-driven and hope to secure future investment for their company. They want to meet potential clients, pitch services and products, access decision-makers and schedule 1:1s with clear business goals.
- First-Timers are here to explore and get a feel for the community and industry. They are put at ease with inclusive messaging, welcome sessions, beginner-friendly tracks, low-pressure networking events with built-in conversation starters and downloadable guides or session summaries.
- Exhibitors, Sponsors and Speakers require logistical support and seamless integration with attendees and event infrastructure, ensuring their time is optimized and their presence impactful.
By identifying key archetypes of attendees and their goals, event professionals can develop strategic touchpoints and digital experiences that enable each participant to glean maximum value from their experience.
Technology-Enabled Personalization and Support
We’ve long understood that our web content, e-newsletters, media buys and social efforts yield greater impact when tailored to specific audiences with targeted messaging. The expectation for personalization is now extending into physical environments as well. “Our attendees now expect that same level of personalization they’re getting at home—Netflix, Amazon recommendations, their Spotify,” says Tess Lara, Senior Event Technology Manager for Workday. “When you’re planning these really large events, the more personalized you make it, the less overwhelming it’s going to feel to [attendees] and the more they’re going to get out of it.”
A range of sophisticated digital tools now makes it possible to deliver this level of real-time personalization at scale—transforming large events into experiences that feel tailored, intuitive and impactful.
- Authentication: From registration to payments, the integration of AI and biometric technology is streamlining operations and enhancing usability. Numerous facial authentication platforms enable expedited entry, secure badge pickup and simplified on-site payments. This not only minimizes wait times but also sets a tone of efficiency and innovation from the outset.
- Event Apps: Intuitive mobile apps make large events easy for attendees, offering the ability to build schedules and engage with exhibitors. Eventbase, a customizable event mobile app platform, partners with RainFocus, an event marketing and management platform, to harness the power of AI for responsive recommendations. Using attendee persona and behaviors, personalized push notifications highlight must-attend sessions, nearby activations and relevant networking opportunities, while the evolving “Discover” feed, tailored to the time of day or event phase, guides attendees toward meaningful interactions.
- Navigation: Historically one of the most challenging aspects of large venues, navigation becomes intuitive with an AI-powered indoor navigation system like Pointr. Embedded within an event app, it offers real-time, blue-dot navigation using Bluetooth beacons, enabling hyper-personalized in-app recommendations based on proximity and interest. This level of contextual awareness ensures that attendees can orient themselves and move efficiently through complex event environments while receiving contextually relevant suggestions that elevate their experience.
- Translation: Language barriers, too, are being dismantled through innovative solutions like Mixhalo, which delivers real-time AI-powered translations via headphones or mobile devices. Attendees can tune in to live sessions in their preferred language, enhancing accessibility and inclusivity.
- Customer Support: On the support front, intelligent chatbots like Salesforce’s Ask Astro offer 24/7 assistance within the event app, answering common logistical questions and allowing attendees to focus on engagement rather than problem-solving.
Immersive and Interactive Activations & Exhibits
While technology powers the infrastructure of an event, it is also reshaping content delivery itself. Digital tools and AI are increasingly being used to create responsive, immersive exhibitions that do more than impress—they connect, inform and transform.
Effective brand activations begin with strong storytelling. The technology should amplify a narrative, not distract from it. “It starts with having great content,” affirms Leonard Punt, AI Lead & Partner at Q42. “Tech is only the enabler. It’s a tool to tell stories in a better way.” What is the story you’re telling? How does that story showcase your brand? And how can technology be used to translate that story into real life?
At the 2025 SXSW Conference, IBM’s AI Sports Club offered a compelling example of this principle in action. Attendees engaged with an interactive ping-pong experience powered by motion-tracking sensors and IBM’s watsonx AI. Real-time analytics, shot path visualizations and AI-generated commentary provided insight into player performance—offering a tactile, participatory way to experience the power of AI in sports. This type of embodiment, where participants move from passive spectators to active contributors, deepens emotional connection and elevates retention.
