AI hasn’t taken over the world yet, but it certainly takes over the conversation, especially in the events industry.
From planning tools to chatbots and data analytics, many of us find AI quietly woven into our daily routines. But the core questions remain. Is AI really really good for us? Have you stopped considering both the possibilities and pitfalls?
Here’s what Penny Sellers, CEO of AI startups serving the hospitality industry, Marketing Manager at Farnborough International Conference & Exhibition Center and Sales and Operations Director at RefTech, had to say:
Hype, risks and security challenges
AI may promise efficiency, creativity and convenience, but without careful monitoring, it can pose serious risks.
For RefTech’s penny sellers, sales and operations directors, the AI potential is promising, but it is not without its flaws.
“Risks always become possible inaccurate information,” she says. “With in mind it takes humans to teach AI, humans make mistakes too. But it streamlines the process and feels it’s perfect for ideas and data generation.
But while some view AI as a supportive tool, others warn that its rapid adoption can often be a serious liability for lack of structure.
With more than 25 years of events and hospitality, Alan Newton believes we are now deeply and deeply in the hype cycle.
“That’s when things are the most dangerous,” says Newton. “There are a lot of snake oil salesmen out there, who call themselves AI experts, this is a red flag.
Rather than a top-down digital transformation, Newton says it is being introduced informally by mid-level staff who are trying to make AI more manageable.
“We saw statistics that 87% of hospitality use AI, but they use mid-level staff who are overworked just trying to mitigate their workloads. They use free public tools. There is no governance. There is no surveillance. It’s a massive security risk.”
That meaning goes beyond productivity, he says.
“Think about it. You may be uploading customer data, financial information, and operational plans to a public platform. That data can be published or misused. Hotels need a private AI environment, proper training, and a clear policy.”
So, what is the solution? For Newton, it starts with collective responsibility and ends with a long-term strategic role.
“Smart move? Put your team together. Not alone. AI is too big for that. Groups need to learn together, share insights and stay accountable to each other. In the long run, hotels need to hire a Chief Innovation Officer or Chief Information Officer to oversee things like this. Otherwise, you’re hyping rather than managing real change.”
Start with problems, not technology
Like anything, we need to start with the problem and create a solution for it so that we can move from there.
When discussing ideas about whether venues should use AI, Newton said, “Ah, but I think the question that requires AI is the wrong question.
“You need to ask: What is the point of pain you’re trying to solve? Technology should be useful for solutions, not the starting point. This kind of thinking is why many startups fail, and why many companies waste their money leading a shiny new thing rather than a real need.”
Hospitality ai
Newton talked about a conversation he had recently had. “I spoke to a hospitality consultant who consults with many hoteliers. He said one of my clients said, “We need to use AI.” I asked, but why are they trying to solve it? ”
Yes, AI can automate processes. But we also need to think about the existing technology stack. Hospitality has a lot of legacy systems and is extremely low in integration. Data is spread across a variety of platforms and is often inaccessible. It’s extremely difficult to try and implement something sophisticated like AI unless you start with fundamentals, infrastructure and data. Many people forget that. ”
He continues. “They want to jump to AI without realizing what is possible with current technology. And they don’t think about whether their staff is trained or whether the data is available. There’s so much talk about chat GPT or flashy applications, but the truth is not ready for that.
Real-world solutions: AI and improvement conversion
Improved conversions remains a central challenge in hospitality. Despite digital advancements, only about 2% of visitors to hotel websites are booked, but many find it surprisingly low.
Newton said:
As AI continues to reshape hospitality and event technology, many industry experts are looking for the same. Where might it add value and where might it compromise the human experience?
Sellers see this technology as a powerful complement rather than a replacement.
She said: “I don’t think AI will completely replace roles within the industry,” she says. “Trends are changing dramatically, and organizers are always looking for the next best. AI isn’t always kept fast. We thrive with human connection. Apps and AI may help people connect, but we can’t replace serendipity.”
That sentiment is widely shared.
Matt Burton, Marketing Manager at Fernborough International Conference & Exhibition Centre, added: “AI is revolutionizing our connections, communications and business practices, but there is no alternative to the energy, trust, and concrete connections that face-to-face events at venues create.
The balance between innovation and intuition is important. Rather than in either scenario, AI is increasingly seen as being more and more complementary, not a competitor of human-driven hospitality.
Newton is more frank. “There’s a lot of fear about working with AI. It works. But hospitality is a very human business. People don’t buy from people. I don’t want to step into hotels. Most people don’t. I feel the same way.
The value of spontaneity and existence
Burton said: “It thrives with spontaneity. A random conversation in the hallway, the ability to physically interact with products, and authentic relationships built through shared existence. This cannot be replicated through AI.
The seller stated: “AI will remain here. For now, I think we have to continue learning and experimenting to determine whether it is a critical part of what is relevant to the event industry. It is clear that there is a place in the event planning process where content curation can contribute, but it now has to be verified by humans.”
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