Brittany Fisher, a team lead in product marketing at Cvent, breaks down how to use AI to personalize meetings and events.
Artificial intelligence (AI) is the buzzword du jour, and planners are clammering to better understand it as a tool that brings values to an event. Smart Meetings welcomed Brittany Fisher, a team lead in product marketing at Cvent, to a recent webinar to break down how to use AI to personalize meetings and events.
The focus is on real-world application, not just hype. Fisher stresses that personalization isn’t just a trend–it’s a rapidly growing expectation from attendees.
“The key word here is ‘expect,'” Fisher says. “It’s no longer a nice-to-have. It’s an expectation from our attendees.” In today’s environment, events must feel tailored to individual needs and interests to truly resonate. But how can smaller teams, without the resources of major corporations, achieve this?
The answer lies in strategically leveraging AI to overcome common obstacles. Many event planners struggle with “data overload,” feeling swamped by information but unable to extract meaningful insights. “Data is important, and we’re drowning in information, and it’s getting really challenging to determine what’s truly important,” Fisher acknowledges. AI provides a solution by quickly analyzing vast quantities of attendee data, identifying patterns and preferences that might otherwise go unnoticed.
Read More: How AI Is Beneficial Before, During and After Events
However, AI isn’t a magic bullet; effective personalization requires a deliberate approach. It’s essential for planners to have a strategic focus, urging organizers to define clear goals before utilizing AI tools. “You don’t want to just use AI to use AI,” she cautions. “You need to make sure that you’re tailoring it to the information that you need.” In other words, personalization efforts should directly support specific business objectives, such as increasing attendance, improving engagement or driving post-event sales.
Underlying all successful AI implementation is data quality. “You’ve probably all heard the term garbage in, garbage out, and I just think that is so true when it comes to AI,” Fisher notes. “Because your AI is only going to be as good as the inputs that you put in.”
This means prioritizing clean, relevant and recent data—and regularly auditing data sources to ensure accuracy. To assist, AI tools exist that can take data and refine it to be the most accurate and useful source.
Integration is equally vital. Creating a unified view of attendees requires connecting various systems, such as marketing automation platforms, CRM systems and event registration data. Through those direct connections, you can ensure a smooth flow between your systems.
Before the event, AI can drive registrations through targeted emails and personalized website content. “You can use AI to help with content, or even just simply personalize with data tags,” Fisher suggested. During the event, recommendation algorithms can guide attendees to relevant sessions and networking opportunities, while AI-powered chatbots provide personalized support.
Read More: How Event Planners Are Using AI in 2025
For sessions, planners can personalize messages, “So you could create emails with videos that say, ‘Hi, Bob, I’d love you to come to our internal event,’ or ‘thanks for coming, Jenny,’’ says Fisher. “Create that personalized touch at every single piece of the journey.”
Post-event, AI can be used to repurpose content, create personalized summaries and analyze attendee sentiment through feedback summarization.
Finally, remember that AI is not a replacement for human creativity and intuition, but a powerful tool for amplifying those qualities. By approaching AI strategically, prioritizing data quality and embracing ethical practices, event organizers can create truly personalized experiences that leave a lasting impression on attendees. As Fisher succinctly put it, the key is to “use your data to understand your attendees, tailor your events and make them feel special.”
