Forum Business Travel & Events successfully completes its course on Generative AI applied to MICE

Forum Business Travel & Events has successfully concluded the course Productivity with Generative AI Applied to MICE, an intensive two-day training program that brought together event planners, event agencies, and supplier professionals in Madrid. The project stands out by offering content created specifically for the sector and reinforcing practical skills in daily processes, from the creative conception of events to management, communication, and information analysis.

Held on January 29 and 30 at The Westin Madrid Cuzco, the course brought together event planners, event agencies, and industry professionals interested in acquiring specific skills to improve their productivity, optimize processes, and enhance the customer experience through Generative AI tools.

The program, taught by Néstor Guerra, co-founder and consultant at NCompany and expert in corporate innovation and artificial intelligence, combined theoretical sessions, masterclasses, and practical exercises geared toward immediate application in professional settings. Throughout the sessions, participants were able to create a complete event, from the initial briefing to the final invoicing, following each phase step by step and applying AI tools in a realistic environment. Among the topics covered were the functioning of machine learning, the use of intelligent tools, the customer journey in events, content creation, documentation and report preparation, and multimedia resource generation, as well as best practices for using AI in the office. The training, with a total of 10 teaching hours and a month of subsequent tutoring, has focused on showing how artificial intelligence can become a strategic ally to free teams from repetitive tasks, improve efficiency, and enhance creativity in the design and execution of events. The course can be funded through Fundae, which facilitates access to training in key digital skills for the sector.

During the sessions, attendees were able to experience first-hand a wide ecosystem of tools applied to voice, text, image, video, research, and automation. Among other solutions, Néstor Guerra demonstrated the uses of HeyGen, ElevenLabs, Sesame, ChatGPT, Gemini, Claude, Perplexity AI, NotebookLM, Udio, Suno, Veo 3, Sora 2, Google Sheets, and Pomelli.

The hands-on demonstrations showed how these technologies can be used to generate presentations, designscenarios, create multimedia content, analyze specifications and proposals, research venues, program apps, and personalize communications, opening up a new range of possibilities for event planners in terms of customer responsiveness.

As highlighted by Óscar García and Natalia Ros, co-founding partners of Forum Business Travel & Events, "with this initiative, we are consolidating our commitment to specialized training with high added value, aligned with the challenges of digital transformation facing the MICE industry, and advancing in our goal of offering content and training experiences tailored to the real needs of event planning professionals."