Balancing Technology and Personalisation in Modern Events

In today’s rapidly evolving event landscape, creating meaningful delegate experiences has never been more crucial or more complex; associations strive to deliver value through the technology that now enables a level of customisation previously unimaginable.

Author: Johanna Tellechea Arellano, Project Events and Account Leader – Conferences, at Business Travel Consulting
 

As technology and artificial intelligence revolutionise our daily lives and professional gatherings, attendees simultaneously crave cutting-edge digital experiences and deeply personalised human connections. This tension defines the post-pandemic event industry, where success depends on mastering both the virtual and the personal.

Constant notifications, data entry requirements, and screen time can overwhelm delegates, particularly during multi-day events and paradoxically reduce meaningful in-person connections that remain the cornerstone of successful professional gatherings.

The contradiction is striking: as our world becomes increasingly digitised, the hunger for authentic, personalised experiences grows stronger. Event participants want immersive technology that wows them while still feeling seen and understood as individuals. They desire frictionless digital experiences without sacrifi cing meaningful human interaction.

When the pandemic forced events into virtual spaces, many predicted the permanent decline of in-person gatherings. Today’s hybrid events are not merely physical gatherings with digital extensions. They represent distinct attendance channels that serve different audience segments with tailored experiences. Virtual components now attract participants who might never attend in person due to geographic, financial, or personal constraints. This digital dimension significantly increases overall participation, creating new revenue streams and expanding global reach. When the pandemic forced events into virtual spaces, many predicted the permanent decline of in-person gatherings.

Personalisation Through Technology

The most innovative event planners leverage technology not as an impersonal force but as a personalisation tool. AI-powered recommendation engines suggest relevant sessions based on attendee interests. Digital badges track participation patterns to deliver customised content. Mobile apps facilitate meaningful connections between like-minded participants.

Over-personalisation, especially in the context of the meetings industry, can certainly present significant risks when balancing innovation with privacy and well-being. While personalised experiences can create a more engaging and memorable event, an excessive or poorly managed approach can lead to various challenges.

Collecting too much personal data to customise experiences can violate attendees’ privacy. The more personalised the experience, the more sensitive data needs to be handled. Over-personalisation may involve gathering too much information from attendees in an attempt to refine the experience. This could lead to discomfort for participants who feel their every move is being tracked or analysed.

Personalising experiences based on certain data points may unintentionally exclude or alienate attendees who do not fit into these narrow profiles. For instance, an event tailored only to tech-savvy individuals might leave out others who could benefit from the event but feel excluded.

Over-reliance on algorithms for personalisation may result in unintended biases. If the data being used to personalise experiences is skewed, it could reinforce stereotypes or exclude certain groups. To ensure that algorithms are regularly reviewed and updated to avoid reinforcing biases, designing personalised experiences with a diversity of perspectives in mind and making space for the unexpected.

Mental Health and Well-being: The Next Frontier

Perhaps the most signifi cant shift in post-pandemic event planning is the growing emphasis on attendee well-being. Mental health considerations have moved from afterthought to central design principle. Progressive organisers now incorporate:

• Designated quiet spaces;
• Shorter, more focused sessions with some breaks;
• Mindfulness and meditation offerings integrated throughout the programme;
• Healthier catering options.

Finding Balance

As we navigate this new landscape, the most successful associations will be those that find balance, leveraging technology without becoming enslaved to it. The future of exceptional delegate experiences lies not in choosing between high-tech and high-touch approaches, but in thoughtfully integrating both. By placing human needs at the centre of event design while leveraging the best technological tools available.

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