How Are Digital Event Suppliers Using AI?

Edgar Sanjuán, co-founder and CEO of Emogg; Albert Rodes, co-founder and CEO of Watchity; Álex Barbero, Commercial Director in Spain of EventsCase; Marcos Aguadé, Co-Managing Director of Bmotion; José Luis Fernández, CEO of evenTwo; Sergio Torcal, Principal Chief Executive Officer at Enetres Media Solutions, S. L.; Lara Lora, Marketing & Communications Manager of Padcelona; Gerard Salvia, CEO of Meetmaps; and Franklin Galarraga, CEO of Orquídea Technology Group. S.L.; Lara Lora, Marketing & Communications Manager at Padcelona; Gerard Salvia, CEO of Meetmaps; and Franklin Galarraga, CEO of Orquídea Technology Group have participated in the debate.

AI for facial recognition

The implementation of AI in the digital environment facilitates and speeds up different jobs that, to date, were unthinkable to be performed due to the need to exhaustively analyze vast amounts of data received in just an instant. This is the case of Orquídea or Emogg, who use this tool to understand the emotions of attendees at live events through devices such as cameras or microphones. In their case, as Edgar Sanjuán explains, the AI is trained with their databases, so that the AI acts “as if there was an expert in distinguishing emotions at the event, examining each person and noting the emotions of each attendee.”

Simultaneous translations without humans? It is already possible thanks to AI

The possibility of translating, transcribing and interpreting the contents discussed during an event is another of the great applications of AI in these services. One of the companies that has already begun to use it for this purpose is Enetres, a company that, in addition, next year will present “a pilot project of how to generate press releases, summaries and even PR activity from the transcription of (mainly sports) events”, says Torcal.

Watchity also works in this line of translation and simultaneous transcription in events; at the same time they are developing a new implementation of this intelligence focused on automated live video production. “The system, which we are developing together with the Vrain research centre at the University of Valencia, is capable of managing the production autonomously: shot changes, different scene models, animated graphics…” In this way, says Albert Rodes, the tasks are automated, and the audiovisual producer only has to supervise that it works correctly.

Implementation of AI in chatbots

In the case of event app companies – such as evenTwo, Meetmaps, Padcelona or EventsCase – the use of AI has focused mainly on chatbots incorporated into the app itself, which allow the user to feel accompanied and guided in their experience within the application, argues Gerard Salvia. However, as José Luis Fernández comments, AI is also already being applied to facilitate registrations for the event itself through the app.

Personalization, a key use of AI

In previous articles, we have already discussed with several agencies the value that AI will generate to create completely a la carte, highly personalized experiences at events. This ability to personalize through AI is corroborated by digital providers, who consider that this tool is already beginning to be key to facilitating companies’ internal processes, which allows them to work on this high level of personalization. “Personalization in events is something very similar to what we see every day with Netflix, Spotify… which makes you recommendations of contents similar to what you consume,” comments Álex Barbero. “This is still a tool that provides you with the necessary algorithms to make those recommendations based on the criteria you establish.”

However, it seems that we are still far from being able to rely 100% on AI to carry out activities that still depend mainly on humans, such as programming, or that only through its use it can be guaranteed a customization that is completely adapted to the client’s needs. Marcos Aguadé believes that this is precisely the positive side of AI: “The best thing about this intelligence is that it can help us decide what the starting point is for working on an idea, which we professionals will then take charge of developing. We are the ones who know the client, his budget… So, right now, we are at a point where we can play with this tool. From there, it will become more professional later on.”

Is AI a threat to apps?

The use of AI will gradually change the situation in the sector, which will require greater specialization of professionals in this tool. As with the human factor – which must have a high level of expertise in this type of intelligence in its sector in order to be able to adapt to the new times – event app companies consider that AI is not a threat. Instead, says Lara Lora, AI will function as a complement to apps, which will help to provide a better service and will make it possible to enhance the value of human work.

Franklin Galarraga shares her opinion: “No one is exempt from AI invading their territory, making it more efficient and converting it into something more interesting for the customer. There is still a long way to go before we reach a level of total substitution because there is still a lot of ground to conquer. I think there is room for everyone.”