Garbage in, garbage out. That’s a common complaint about many technologies, and it’s one rationale meeting planners might have for holding back on using AI tools. Why ask it to help generate marketing copy when it only draws from a well of marketing copy?
Consider a different approach, suggests Nick Borelli, marketing director at Zenus, a meetings data analytics firm. Using a generative AI tool can serve planners surprisingly well when they’re exploring ways to make meetings more inclusive, or address areas that otherwise get neglected, especially where planning might get time-consuming or inefficient.
Consider menus. “In workshops, we can develop [with AI] some creative menus that take in the events, themes, mission, vision, and values of the organization, and elements of the destination,” he says. “But then you can throw a curveball: ‘The menu has to meet the same qualifications, and be kosher and vegan.’” Often, meeting planners don’t dwell much on the relatively small number of people affected by special menus, but the tools can help develop a menu that’s more all-inclusive.
But this use of AI does more than just serve subgroups of attendees; it also prompts planners to think more broadly about what the attendee experience is like. In that regard, he advises planners to use AI “as an education research engine, guided by prompts rooted in empathy.” For instance, if you know that you’re hosting a sponsored gathering with food, alcohol, and music, you might prompt: “Who are five groups of people who would find that experience challenging?” From there, planners can adjust the arrangements. “You’re asking, where’s the friction?” Borelli says. “Who won’t enjoy this as much? Who is this not built for?”
