Will AI Ever Kill the Live Event World? BOTS & BODIES #2
Reading Time: 4 minutesI’ve spent most of my professional life inside live events…on the floor, behind the curtain, and in the rooms where the real decisions get made.
Early in my career, I was the cliché: a “booth babe” hired to smile, hand out swag, and pull people in. Over time, I graduated to something far more powerful…strategizing, organizing, and leading corporate events for one of the world’s largest trade show and conference organizers. (Yes, the kind that now runs Comic Con and massive B-to-B expos.)
Generated with AI (of course). And no, that is NOT me on the left!
More recently, I’ve researched and organized conferences, written content for them, and spoken at events. (See below.)
I’ve seen live gatherings from every angle: who gets invited to speak, who gets ignored, which booths make money, and which ones just look busy. I know why some stages spark standing ovations while others clear the room. And I know the uncomfortable truth most companies don’t want to hear:
Showing up isn’t the same as showing impact.
This week, I attended an incredible food industry conference (Winter Fancy Faire). I’ll soon share the 20+ foods I plan to eat until I’m 100. But first, let’s talk about the thing that actually determines whether events work or quietly fail:
Human gatherings.
The Tech Revolution on the Show Floor
Over the past two decades, automation has brought many changes to the trade show floor, such as apps that serve as wayfinders and facilitate connections, scannable codes on badges and products, and displays, activities, and props that beg to be shared on IG.
Conference panels are becoming more diverse and inclusive, and presentations are often provocative, telegraphic, and immersive.
As I observed at the most recent event, technology is used in the manufacture, distribution, and marketing of food products. But there’s absolutely no digital substitute for a piece of rich chocolate, a crunchy chip, or a delicious (and possibly nutritious) beverage.
Will AI Kill Live Events?
When people ask if AI will kill live events, I get it. Virtual conferences are cheaper. Digital networking is convenient. Why fly to Vegas when you can Zoom in pajamas?
Here’s why: Because live events aren’t just surviving…they’re thriving. About 250 trade shows take place each week in the U.S. alone. The B-to-B trade show industry (excluding consumer festivals) hit nearly $16B in 2024, surpassing pre-pandemic levels, and is projected to reach $17B by 2028.
Why Live Events Will Co-exist With Robots & Digital Media
- You can’t download chemistry. AI can suggest you meet someone. It can’t create that moment when you shake hands, start a conversation, and just know this person gets it. Algorithms don’t have game.
- Cheese doesn’t taste better through a screen. Some things demand the five senses and physical presence. You can’t smell innovation, taste disruption, or feel the texture of the next big thing through Zoom. Period.
- The best deals happen in bathrooms and buffet lines. Well, not literally in bathrooms (usually), but those unscripted moments between education sessions or at hotel bars. ChatGPT can’t orchestrate serendipity.
- FOMO is real, and it’s profitable. “I attended virtually” rarely impresses anyone. Plus, many of us are multitasking while attending webinars and product demos.
Skills That Separate Pros from Props
Bad booth etiquette has always been a problem. As digital communication becomes commonplace, companies must focus even more on ensuring the people they send to events have soft skills.
Who belongs on your floor?
- Send people who can read a room and pivot mid-conversation. Not your best engineer who wilts under fluorescent lights. Not the intern reciting scripts or the temp who hasn’t been properly trained on your products. You need humans who ask questions, listen to answers, and engage naturally.
- Don’t hide behind the scanner. Yes, glance at badges to identify decision-makers and budget holders, but do it conversationally. Don’t just robotically input data while ignoring the human in front of you.
- Eye contact beats efficiency. Put the phone down.
- Create memorable moments, not just photo ops. Give guests something to taste, try, or laugh about, but don’t jump into the aisle and accost people like a horror movie character.
- Respect prospects’ time. Someone may have walked past 300 booths to talk to you.
Post-Show Actions (Where Most Fail)
- Follow up within 48 hours, or don’t bother
- Reference the actual conversation, not generic “nice to meet you” spam
- Measure real conversations leading to deals, not booth traffic
The Bottom Line
AI will make events smarter—better matchmaking, instant translation, personalized agendas. But it can’t replace the rush of finding your people, closing a deal over an adult beverage, or that one conversation that changes everything.
The future isn’t human versus machine. It’s humans using machines to create better reasons to leave the house.
Technology can get you in the room. The right people work it.
If you’re spending big $$ on an event, I can help decide who’s on the stage, who’s on the floor, and how both convert, without wasted bodies, wasted buzz, or wasted time. I also create content for the other 364 days of the year to build community and drive attendance! Get in touch!
