AI at Events: Why Consent Is Becoming Part of Experience Design

Artificial intelligence can make events more personal and efficient. It can recommend relevant contacts, adapt content, analyse visitor flows or create individual event recaps.

However, the more personal the experience becomes, the more sensitive the required data may be.

The UK’s CoSTAR Network explored prospective applications including wristbands that track movement, avatars that mirror gestures and AI-generated highlight videos. A visitor’s likeness could potentially appear in later promotional material or merchandise.

The research involved only 73 participants and should be treated as an early signal rather than representative market evidence. Nevertheless, it highlights an important distinction: technical feasibility does not guarantee audience acceptance.

What data can AI-enabled events use?

Depending on the application, event technologies may process:

• registration and profile information
• interests and behavioural data
• location and movement patterns
• images, voices or biometric data
• interactions between attendees
• information collected through apps and wearables

InEvent’s survey of more than 2,000 event professionals shows that the industry already recognises this challenge. Data privacy was named as a barrier to AI adoption by 52.9 per cent of respondents.

What does responsible AI experience design require?

Consent should not be hidden inside lengthy terms and conditions. It should be understandable, voluntary and separated by purpose.

Responsible design includes:

• collecting only necessary data
• explaining each intended use
• offering granular choices
• defining clear deletion periods
• providing an equivalent non-personalised option
• keeping human support available

Conclusion: trust is a design parameter

AI personalisation does not automatically create a better event. It becomes valuable when attendees understand and control how their information is used.

Trust does not come from maximum personalisation. It comes from meaningful choice, transparency and accountable implementation.

Sources: CoSTAR Network, InEvent