Cvent’s Stephanie Sweetland shares how event teams can prioritize AI opportunities, streamline workflows and reclaim time for more meaningful attendee experiences
Editor’s note: This summary of the webinar transcript was created with the assistance of artificial intelligence.
Artificial intelligence (AI) is giving event professionals new ways to streamline operations, but realizing its full potential requires more than adopting the latest tools. It starts with rethinking how work gets done.
During a Smart Meetings Knowledge Exchange webinar sponsored by Cvent, Stephanie Sweetland, senior director of marketing systems at Cvent, shared a practical framework for integrating AI into event workflows. From automating repetitive administrative tasks to strengthening post-event reporting, her message was clear: Successful AI adoption requires thoughtful planning, measurable goals and human oversight.
Start With the Workflow, Not the Technology
When Cvent surveyed its marketing team about opportunities to use AI and automation, it received more than 1,500 ideas. The challenge wasn’t generating possibilities; it was identifying which ones would make the greatest difference.
“What it really showed us wasn’t that we had an idea problem; it was a prioritization problem,” Sweetland said.
For meeting planners, that means identifying recurring pain points before selecting a solution. Registration updates, vendor coordination, budget tracking and post-event reporting may all offer opportunities for automation, particularly when multiple team members repeatedly perform the same tasks.
Sweetland recommended mapping workflows from beginning to end, documenting responsibilities, systems, handoffs and exceptions. Teams can then determine which steps should be automated, which could benefit from AI and where human judgment remains essential.
“Just because something can be done with AI doesn’t mean that it should be,” she said.
Turn Repetitive Tasks Into Time Savings
Cvent is applying this approach to post-event communications, where teams previously relied on manual processes and disconnected emails, messages and meetings to prepare recaps.
The company is developing a workflow that uses shared event data to generate three deliverables: a flash recap within 24 to 72 hours, a comprehensive post-event deck for the planning team and an executive summary highlighting key metrics and return on investment.
By drawing from the same data foundation, the reports can maintain consistency while serving different audiences. AI drafts the materials, but event leads review the content, correct inaccuracies and add context before distribution.
Cvent estimates the approach could reduce time spent on these reports by 15% to 25%, creating more room for strategic analysis and storytelling.
The company is also applying AI and automation to campaign operations. For its approximately 300 annual webinars, Cvent estimates its new campaign operating model could save 4,200 hours. About 75% of the more than 50 steps involved in producing a webinar have been automated, with human approval points retained where necessary.
Build a Foundation for Responsible AI
Before implementing AI, teams need reliable data and clear governance. Sweetland identified five priorities for data readiness: completeness, accuracy, currency, governance and connectivity across systems.
She also cautioned planners to consider data privacy when choosing which information to share with AI tools. Personally identifiable information, confidential employee records and proprietary documents require particular care, alongside compliance with organizational security policies.
“AI does not actually fix your messy data. It makes it worse,” Sweetland said, explaining that poor data quality limits what AI-enabled workflows can accomplish.
Context matters, too. Providing AI with an organization’s brand voice, audience personas, terminology and event-specific processes can help produce more consistent, relevant results.
Keep People at the Center
Scaling AI requires more than individual experimentation. Sweetland described Cvent’s AI champions program, which gives designated employees time to develop workflows, document best practices and support adoption across teams.
She also highlighted skills that will remain important as technology evolves, including process engineering, data literacy, critical thinking, change management and emotional intelligence.
Ultimately, the goal isn’t to automate every aspect of event planning. It’s to give professionals more time to focus on what technology cannot replicate: human connection.
“AI can help us move faster, but strategy, judgment, and the hard calls about what stays and what changes still belong to people,” Sweetland said.
For planners ready to begin, her advice is straightforward: identify one repetitive workflow, establish a measurable goal, assess the quality of the underlying data and test a solution. Starting small can help teams demonstrate value and build a stronger case for broader adoption.
