The MICE industry, faced with the challenge of responsible growth in the era of hyper-personalization

The MICE industry has to balance responsible growth with a number of pending tasks, such as the consolidation of sustainable criteria, the massive adoption of technology, especially artificial intelligence, and the need to offer meaningful experiences, all without forgetting the demands of hyper-personalization, according to the report;The report “Trends Report 2024”, presented by expert Alistair Turner at the last edition of IBTM World, concludes that there is a need to offer meaningful experiences, without forgetting the demands of hyper-personalization.

The study, one of the highlights in terms of content at the IBTM World trade show, which was held from November 19 to 21 in Barcelona, includes articles by various experts, such as Sheriff Karamat, CEO of the Professional Convention Management Association  (PCMA), who analyzes issues such as the contribution of AI to the solution of climate change.

?What is the role of meetings and events in the global geopolitical, economic, and ecological situation? asks the report's author, Alistair Turner. “Undoubtedly, now more than ever, face-to-face is critical. Conflict is never the result of too much communication, always the result of a lack of it. Big problems cannot be solved remotely, they need collaboration and teamwork,”, he counters.

Reactions and feelings

Meanwhile, at the macro level, there is a lot of talk about the role of AI in business, industry, government, our personal lives and, of course, events. The report sees a huge opportunityin this technology:

The technology is also serving to monitor reactions and feelings. Content and agendas change as AI learns about preferences and the issues that really motivate delegates. The event learns about its audience as they interact at levels never before contemplated.

As the study adds, “they come up with the ideas and the chatbots bring them to life with inspiring images and graphics. This is the next generation of truly useful content.

Generation ‘I’

What's in today are events thoroughly thought out for each individual, but the individual has to share as well. Therefore, a new era of delegate accountability is dawning, where personalization goes both ways. According to Turner, "this is the ultimate expression of the 'I' Generation."

On the other hand, technology poses some of the most complicated challenges. Faced with the proliferation of fake content with the help of AI, the question is ?how do we know who we are talking to or believe what we are hearing or seeing?

The report insists that, once again, the events industry offers itself as a solution to a global problem. It is presented as the place where future-determining encounters of a generation can be had, face-to-face, person-to-person, as an ant against an over-technologized world.