Can Tech & Human Connection Coexist? The Evolution & Future of Event Tech | UNSCRIPTED with Tim Groot

In this video, I reflect on two years of utilising AI in various ways, from enhancing personal productivity to redesigning workflows around AI-centric work and what that means for our business.In many ways, I remain optimistic, but in other ways, I feel we need to act now if we are to align this technology for human benefit. Over the past two years, we have witnessed the transformative potential of Generative AI technologies, including GPT and Claude.How Large Language Models (LLMs) have evolved, and while they may not be the route to AGI, they are already powerful enough to impact businesses and jobs significantly. I go on to discuss the concept of 'Human in the Loop,' examining the need to reimagine knowledge work and apply AI to eliminate inefficiencies rapidly.00:00 Introduction and Purpose00:32 The Evolution and Impact of LLMs01:37 The Threat to Jobs and How to Adapt03:50 Human Efficiency and AI Integration05:17 Real-World Examples and AI Applications09:06 The Concept of Human in the Loop12:32 Reimagining Work with AI16:02 Practical AI Adoption Strategies26:12 Conclusion and Future DirectionsBelow are some quotes I chose not to use in the video, which shows how large companies are viewing it as a way to wage war on jobs.Marianne Lake (JPMorgan)Projected AI would “enable” a 10% reduction in their workforce Sebastian Siemiatkowski (Klarna CEO)Warned that rapid AI adoption could trigger a recession as white-collar jobs disappear, citing Klarna’s own reduction from 5,500 to 3,000 employees after deploying AIArvind Krishna (IBM CEO)Oversaw layoffs of thousands in HR as AI automation increased, and highlighted AI’s role in workforce changesLink to articles and resources mentioned in the video:  / the-threat-to-knowledge-workers-is-not-ai-...  I remain positive and believe there is a way forward where we can utilise this technology to our advantage and the benefit of small businesses worldwide, but we must do so quickly.💬 Drop your questions or takeaways in the comments! 👍 Like, 💬 Comment, and 🔔 Subscribe for more AI-powered tech UNBOXED. Follow us on: ⁠https://www.digitisingevents.com/Watch this episode on Youtube: https://youtu.be/M1wgtFvV1eE

In this final episode of Series 2 of Unscripted, I am joined by Tamar Beck, the CEO of Glean In. She offers a unique perspective drawn from her extensive experience in the events industry.This discussion revolves around attribution models used in event marketing, highlighting how over-reliance on last-click attribution can lead to missed opportunities and ineffective budget allocation. Tamar and I explore the complexities of attendee engagement, the role of community in trade shows, and the need for more sophisticated, holistic approaches to understanding and measuring marketing effectiveness.We also touch upon the challenges event organisers face in adapting to modern marketing trends and the importance of empathy in understanding attendee decision-making processes.(00:00) Introduction and Guest Introduction(00:06) Tamar Beck's Journey from Events to CEO(00:48) Challenges with Attribution Models in Event Marketing(02:39) The Importance of Multi-Channel Marketing04:29 Event Marketing Strategies and Challenges(08:54) The Role of Exhibitors in Event Success(23:33) Building and Nurturing Event Communities(28:46) Concluding Thoughts and Future Directions🌟 Featured Speaker: Tamar Beck 🌟 Tamar is the CEO of Gleanin and brings 15 years of extensive event management experience to the table. From project oversight to portfolio management – encompassing finance, sales, marketing, and operations – she understands the full spectrum of event success and now focuses on helping marketers attract new attendees.🤝 Connect with Tamar on Linkedin: https://www.linkedin.com/in/tamarbeck/ or her website at https://gleanin.com/🔥 Whether you're deep into digitising events or just starting to question the status quo, this episode delivers hard-earned insights from the front lines of event transformation. 💬 Drop your questions or takeaways in the comments! 

In this episode of 'Unscripted,' I talk to Vanessa Lovatt about the intersection of event technology and live events.Vanessa's extensive experience in B2B events gives her a unique perspective on the application of tech in this sector.Key discussion points were the challenges of integrating technology into events, logistical versus commercial planning biases, and the need for a comprehensive understanding of attendee experiences.We also explored common pitfalls, such as late tech implementation and inconsistent adoption of new features, and offered insights into overcoming these issues. The dialogue underscores the importance of making deliberate, strategic tech choices to enhance event execution and attendee satisfaction.(00:00) Introduction and Meeting Vanessa(00:57) Vanessa's Journey in B2B Events(02:36) The Evolution of Event Technology(03:57) Challenges in Event Tech Adoption(06:20) Logistics vs. Technology in Events(23:52) The Role of Data in Event Tech(28:30) Concluding Thoughts and Future Outlook🌟 Featured Speaker: Vanessa Lovatt 🌟 Vanessa is a leading voice in the event sector, she is a strategic consultant at the Financial Times and the founder of Event Tech World. Her nearly 20 years in B2B digital media, communities, and tech, combined with her experience as a former managing director, fuels her passion for data-driven growth and customer-centric strategies.🤝 Connect with Vanessa on Linkedin: https://www.linkedin.com/in/vanessalovatt/ or check out Event Tech World at https://eventtechworld.com/🔥 Whether you're deep into digitising events or just starting to question the status quo, this episode delivers hard-earned insights from the front lines of event transformation. 💬 Drop your questions or takeaways in the comments! 

What if your CRM—not your event tech—is the real secret to unlocking better attendee experiences and sponsor value? In this episode of 'UNSCRIPTED', I talk to James Tucker, CEO of GovNet, on how he rebuilt a broken event marketing machine from the ground up. From managing 13 disconnected CRMs to orchestrating one of the cleanest HubSpot implementations in the sector, James breaks down what it really takes to turn a traditional events business into a data-powered audience machine. 🌟 Featured Speaker: James Tucker 🌟 James is the CEO of GovNet, brings a unique perspective on leveraging technology to enhance the operation and effectiveness of their extensive event portfolio. A marketing-obsessed leader with a passion for people investment, James's background as a fund manager uniquely informs his strategic, results-driven approach to business growth, underpinned by a deep affinity for data-driven decision-making.🤝Connect with James on Linkedin: https://www.linkedin.com/in/jamestucker08/ or check out GovNet at https://www.govnet.co.uk/With zero technical background, James led a tech transformation by focusing relentlessly on one thing: outcomes. From automating 95% of internal tasks to giving sales teams actionable insights, this episode is a goldmine for event leaders, marketers, and anyone navigating the complex intersection of audience, tech, and ROI.Look for insights on: - Why every event business needs a CRM-first tech vision - The painful cost of scattered data—and how to fix it - How AI and HubSpot are reshaping personalisation and marketing agility - The one mistake that ruins most tech adoption efforts - How to say “no” to sales requests that break your data model (and why you must) (00:00) Introduction & James' background(05:30) HubSpot vs. Legacy CRMs for Audience Acquisition (11:15) Why Your CRM Should Be the Center of Gravity (16:45) Change Leadership: Why Vision Matters More Than Tech (21:45) Data Discipline & The Danger of Over-Customisation (27:15) Mindset Overhead: Building Tech-Ready Teams (31:00) Predictive Behavior & the Future of Audience Intelligence (34:10) Advice: Where to Start With Your Event Tech Stack (36:00) Final Thoughts & Takeaways🔥 Whether you're deep into digitising events or just starting to question the status quo, this episode delivers hard-earned insights from the front lines of event transformation. 💬 Drop your questions or takeaways in the comments! 

What if AI had the ability to revolutionise the way we experience events entirely?In this episode of 'UNSCRIPTED', Adam Malik interviews Joe Colangelo, co-founder and CEO of Bear Analytics, to dig deep into how AI is changing the events space. From informed decision-making through data to delivering better attendee experiences, AI is no longer buzzword—here to change the game.Joe presents real-world applications, such as how AI is transforming attendee profiling, session suggestions, and event networking. He and Adam discuss the challenges of data strategy, the position of large language models (LLMs), and how event planners can finally tap into the value locked in years of recorded content.Look for insights on:- How AI can make the event experience more personalised in real time- Why data strategy is the missing key to successful AI adoption- The future of AI-fueled event matchmaking and content discovery- Why most organisers are sitting on a goldmine of under-leveraged event dataWhether you're an event organiser, marketer, or just curious about the power of AI, this episode will make you rethink the future in an entirely different manner.(00:00) Introduction & Joe's Background(02:00) The Truth Behind AI Hype in Events(06:20) Data Strategy: The Key to AI Success(12:15) How AI Can Transform Event Content & Networking(18:12) The Use of Large Language Models in Events(25:34) Future Looking: Where AI & Events Are Going Next(27:10) Final Thoughts & Takeaways🌟 Featured Speaker: Joe Colangelo 🌟 Joe is an innovator and Co-founder of Bear Analytics and a firm believer in the power of first-party data in events and the application of AI. His work focuses on centralizing, cleaning, and measuring event data to enhance learning, engagement, and strategic audience experience design. With Bear Analytics, he helps event organizers and associations break down complex data barriers, turning insights into actionable strategies that drive engagement and revenue growth.🤝 Connect with Joe on Linkedin:  https://www.linkedin.com/in/josephcolangelo/ or check out Bear Analytics at https://www.bearanalytics.com/Follow us on: ⁠https://www.digitisingevents.com/

What if the way we design trade shows and events is completely missing the mark?In this episode of 'UNSCRIPTED', Simon Burton and Adam Malik dive deep into the evolving landscape of live and virtual events. They explore the challenges and opportunities in event production, the need for better networking experiences, and how event organisers can bridge the gap between attendees' problems and exhibitors' solutions.Simon shares his journey—from launching and selling trade shows to co-founding the Virtual Events Institute—and reflects on the lessons learned from both successes and failures. Together, they discuss why virtual events exposed critical knowledge gaps in the industry, how content should be more than a tick-box exercise, and why the future of trade shows needs a shift in mindset.Expect insights on:🎤 The missing ingredient in B2B content strategy🎯 Why networking tech often gets it wrong🔄 How AI could transform event matchmaking🎭 The art of balancing authenticity with production valueIf you're in the events industry—or just fascinated by how people connect in the digital and physical worlds—this one's for you.(00:00) Introduction & Simon’s Journey(02:44) What the Virtual Events Institute Revealed(07:10) The Problem with Event Data & Content Strategy(12:21) Why Trade Shows Need a New Approach to Networking(18:00) The Future of Events: AI, Authenticity & Flow(24:50) Final Thoughts & Takeaways🌟 Featured Speaker: Simon Burton 🌟 Simon, the driving force behind Influential Index as Founder and CEO, is a storyteller with a vision for excellence in awards and events. A pragmatic doer with a creative mind and a background in event PR (and as a founder of the Virtual Events Institute), Simon excels at turning ideas into action and connecting people to propel industry innovation.🤝 Connect with Simon on Linkedin: https://www.linkedin.com/in/simoniburton/ or check out Influential Index at: https://influential-index.com/ Follow us on: ⁠https://www.digitisingevents.com/

As budgets tighten and ROI becomes more scrutinised, exhibitors need more than just attendee lists—they need meaningful insights into engagement and intent.In this episode of 'UNSCRIPTED', Adam spoke with Adedamola Adeleke about the evolving role of data in live events and exhibitions. Ade brings a unique perspective as someone who used to produce B2B Events he is now at the other side as a sponsor and exhibitor. He passionately articulates his frustration with the shockingly poor data he receives from trade shows. We discussed how current event data often fallsshort, why exhibitors should demand better analytics, and how digital marketing principles like lead scoring can be applied to in-person experiences.Ade shared his perspective on building a "digital twin" of an event, where behavioural data is used to optimise exhibitor strategies, personalise attendee experiences, and prove the real impact of face-to-face interactions.We also explored what events can learn from retail strategies like Tesco’s loyalty card system, how event tech is still solving the wrong problems, and why the future of exhibitions lies in better data-driven decision-making.(00:00) Introduction and Guest Introduction(02:44) The Gaps in Event Data & Lead Scoring(07:10) Creating a ‘Digital Twin’ of Live Events(09:21) Why the Industry Needs Better Data Integration(12:21) The Limitations of Current Event Tech(26:58) What Events Can Learn from Retail & Digital Marketing(32:25) Conclusion and Final Thoughts🌟 Featured Speaker: Adedamola Adeleke 🌟 Ade is a B2B marketing leader with a truly unique vantage point. For over ten years, Ade organized impactful industry events before moving to the tech side. Now, as a Marketing Director, he leverages his experience as both an event organizer and, now, an exhibitor.🤝 Connect with Ade on Linkedin: https://www.linkedin.com/in/adedamola/Follow us on: ⁠https://www.digitisingevents.com/

In this episode of 'UNSCRIPTED,' I talked with Karin Hausmann, a data-driven specialist in B2B audience acquisition, particularly for events. Platforms like Linkedin and TikTok, among others, are changing attention and consumption patterns, which is not just a consumer marketing issue; it is also impacting B2B audience acquisition, particularly for Tradeshows and other B2B Events.We discussed some of the unique challenges of modernising audience acquisition practices as marketing landscapes evolve and fragment.Karin shared her insights on catering to the Gen Z workforce from a report she authored, as well as the declining efficacy of traditional email marketing and the necessity of adopting new platforms and strategies.We touched on the importance of consistent, long-term engagement, the value of conversation marketing, and the vital role of curiosity and continuous learning in staying ahead in the rapidly changing marketing world.(00:00) Introduction and Guest Introduction(00:52) Modern Audience Acquisition for Live B2B Events(04:05) Resetting B2B Event Audience Acquisition Strategies(06:40) Importance of Data, Event Analytics and Long-term Engagement(08:32) Community Building and Marketing Dynamics for Events(23:42) The Future of Event Audience Acquisition and AI (25:18) Conclusion and Final Thoughts🌟 Featured Speaker: Karin Hausmann 🌟Karin is a senior marketing leader with extensive expertise in media, subscriptions, and events. Through her research named “The Gen Z Wake-Up Call”, Karin has a deep understanding of Gen Z’s purchasing behaviour and decision-making power based on research she conducted. This offers a unique perspective on how B2B event organisers need to adapt their marketing to resonate with this generation of event attendees. 🤝  Connect with Karin on Linkedin: https://www.linkedin.com/in/karinhausmann/Follow us on: https://www.digitisingevents.com/

This episode of UNSCRIPTED features a discussion with Dan Loosemore, CEO at DCD, on the transformative role of data in modern business practices. Reflecting on their history of working together in a pre-pandemic startup, they delve into the evolution from webinar-focused strategies to a data-centric approach in business operations.Dan shares how a data-focused perspective has enabled his current company, which has revenue of about 20 million, to guide clients in digital infrastructure decision-making through live events, marketing services, and learning development. He highlights the significance of understanding buyer trends, aligning sales and marketing strategies, and the impact of data literacy on achieving business outcomes.The conversation also stresses the importance of shifting from transactional relationships to building partnerships through transparency, customer behaviour analytics, and leveraging technology like ThoughtSpot for aggregating data. They conclude with insights on standardizing digital products for scalability and the necessity of content creation tailored to specific business goals.(00:00) Welcome to Unscripted: A Deep Dive into Data with Dan Loosemore(00:17) The Power of Webinars Pre-Pandemic: A Foundation for Future Success(01:25) Leveraging Data for Business Transformation: Insights from DCD's Journey(01:59) Navigating the Multi-Channel B2B Buying Landscape: Trends and Strategies(03:28) Aligning Sales and Marketing: Overcoming Misalignment with Data(05:50) Redefining Lead Generation: From Quantity to Quality(07:46) Building a Data-Driven Culture: Challenges and Strategies(09:17) The Evolution of Client Engagement: From Transactional to Strategic Partnerships(11:02) Embracing Transparency and Authenticity in B2B Relationships(14:42) The Future of B2B: Data Literacy and the Importance of Outcome-Focused Strategies(24:40) Closing Thoughts: The Journey Towards Data-Driven Success🔗 Links to references in this episode:DCD's Website: https://www.datacenterdynamics.com/en/ThoughtSpot: https://www.thoughtspot.com/CVI + CVO Framework™: https://www.themediacto.com/cvi-cvo-frameworkDigitising Events: https://www.digitisingevents.com/Bombora: https://bombora.com/

Welcome to "UNSCRIPTED," a series where we dive deep into the intricacies of the events industry. In this episode, we candidly talk with Tim Groot, an influential figure who sheds light on the ever-evolving landscape of events.🎬 What to Expect:- The core purpose of events: fostering human connections- Tracing the evolution of events, especially in the backdrop of the COVID-19 pandemic- Unpacking the challenges faced by event organisers- The Transformative Role of Technology in Enhancing Event Experiences- The pressing need for data literacy in the events sector- A glimpse into the future: Augmented reality and its potential in redefining events🔗 Links:The Grip Platform: https://www.grip.events/Digitising Events: https://www.digitisingevents.comSession at Event Tech Live: https://eventtechlive.com/agenda-event-tech-live-london