In this blog, founder and director of Premier Events, Ben McCarthy, shares with Conference News his tips on AI implementation for agency leaders.
Artificial Intelligence (AI) has been the buzzword of the last decade, and for those of us in the events industry, it’s quickly becoming integral to our everyday lives.
AI has long been embedded in event technology, often in ways we barely notice. From recommendation engines that personalise agendas, to chatbots answering delegate FAQs, to simplifying logistics and automating communications during the planning stages, AI is already a significant part of the sector.
In the work we do at Premier Events, we are governed by non-disclosure agreements (NDAs), data protection legislation, and the high standards of our ISO27001 certification. Practically, this means every data flow is documented and auditable, every piece of software is risk-assessed and our team treats data as an asset requiring protection.
As many AI tools are cloud-based, hosted overseas, or rely on opaque models, feeding client or delegate information into those systems without due diligence is not an option.
Our approach has been simple but effective:
- Ring-fence sensitive data. AI can streamline internal processes, but it should never compromise delegate or client information.
- Prioritise secure integrations. Instead of bolting on off-the-shelf AI apps, we try to customise existing systems that already meet compliance standards.
- Embed compliance at the design stage. Every AI project starts with the question: What does ISO27001 demand of us here? That saves hours of backtracking later.
AI is undeniably changing how agencies deliver value and run day to day. More recently, we’ve seen AI used to automate tedious tasks, do our note taking in pre-event calls, cross checking event data such as rooming lists, and even analysing delegate feedback at scale, reducing manual effort while enhancing the delegate experience and highlighting manual errors.
Despite the challenges, we are determined to move at the speed of innovation. With our broad full-service offering, ranging from AV production and delegate management to woodworking, studios and content, we’ve seen how AI can supercharge efficiency across the business. Through thoughtful tool selection, effective integration and a commitment to security, we’ve developed a system that really works.
Integration: The secret sauce
In our experience, integration matters as much, if not more, than the tools themselves. The way systems talk to each other, the way each element adheres to data handling standards, and the way humans remain in the loop are far more impactful than having the flashiest platform.
For many, AI tools provide a single solution you can simply switch on and take advantage of. The reality for an ISO27001 company is we have to view AI as a collection of capabilities which can work together to improve our workflows while upholding data compliance. This requires us to be highly selective of the tools we use, ensuring they meet our security criteria, and integrating them to meet our productivity requirements.
In an agency environment where each service line has unique workflows, context is everything. AI in delegate management looks very different from AI in studio production.
One might streamline GDPR-compliant communications; the other might automate design iterations. There is no one-size-fits-all “AI solution” for agencies, and if there was, you can guarantee it wouldn’t be secure enough.
This prevents your agency developing an overreliance on a specific tool. After all, no software is immune from crashes, bugs and cyber threats. A diverse portfolio of secure tools is something I would recommend to all business leaders, whether you’re held to ISO standards or not.
Where AI has made the biggest difference
So what does this look like in practice? A few examples:
- Delegate management – We have developed a delegate location to event venue distance postcode checker, enabling us to quickly establish delegates in need of accommodation the night before an event, saving roughly 20+ days of repetitive work per year.
- Cross system automation – Using our n8n server, we have set up automations that transfer data between our different systems. For example when an order is placed on our Shopify powered Woodshop website, this order information is added to Current RMS our rental management system. Delivery notes and picking lists are sent to our Woodshop Manager and an invoice raised which can be sent to the client.
- Creative team – Our team of video editors, graphic designers and content managers are utising the AI elements embedded in Photoshop for example to expand existing images to meet different ratios. Our video editors use the firecut.ai plugin to Premiere Pro to cut cameras when editing podcasts and add captions. All of which save valuable time and allows them to be more efficient.
- Internal knowledge management – Staff can now query internal knowledge bases in seconds, replacing lengthy searches through scattered files.
The measurable benefits are clear: faster turnaround times, reduced costs, less manual admin, fewer errors, happier creatives and happier clients. But the bigger shift is cultural. Automation has freed our team to focus on what really matters — creativity, client service, and flawless delivery on the day.
How agency leaders can stay ahead
The rapid development of AI is a double-edged sword: enormous potential with overwhelming choice.
My advice to agency leaders:
- Stay close to your networks. Industry forums and peer groups often provide more practical insight than tech headlines.
- Focus on outcomes over features. If a tool doesn’t clearly improve efficiency, compliance, or client experience, it isn’t worth the distraction.
- Invest in people. No AI will succeed without team adoption. Upskilling staff to work alongside automation is as important as selecting the right technology.
- Ask your team for a list of tasks they would delegate to a hypothetical assistant. This then becomes your master list of activities to automate.
- Compliance isn’t a barrier to innovation if you’re willing to work creatively. It will keep your AI adoption far more sustainable, and your offering to clients premium.
Looking ahead
AI is only going to become more deeply embedded in the way agencies operate, from logistics to creative design to post-event analysis. The winners will be those who integrate AI in ways that strengthen their systems without weakening compliance.
At Premier Events, we see AI as a set of capabilities that, when integrated with care, allow us to deliver more for our clients while protecting the trust they place in us. That trust is our most valuable asset. AI may be the future, but it needs a foundation of security, compliance, and human creativity to create lasting relationships and successful events.