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What are the key driving forces shaping the emerging future of business meetings, events, and conferences?

The next five years promise to bring fundamental changes across society – from the clients we serve, to the technology we use, and the needs and priorities of business – literally everything is “up for grabs”. At the same time, societal shifts, changing delegate and employee expectations, economic shifts, and financial uncertainty will all add to this mix – creating complexity, new opportunities, unexpected challenges, and a pressure to stay ahead of the game in spotting what’s next. Here we outline 20 developments that will become more prominent and potentially become major industry trends over the next five years.

  1. Conferences will have an increasingly interdisciplinary focus – In many sectors, participants will tire of hearing the same industry speakers and vendors saying roughly what they said last year! In the search for inspiration to maintain attendance levels, organizers will invite inspiring people from different fields, arts, science, music, business, education, or engineering to share their ideas with participants. The convergence, between people coming from different fields, will contribute to more creative solutions for the complex problems of the future of business.
  2. The Brexit Boom – Businesses the world over are struggling to understand what form the UK’s exit from the European Union might actually take – or if it will happen at all. Should it happen, the process might take five or ten years to complete fully. There is likely to be a high level of uncertainty and chaos. As the story continues to unfold there will be growing demand for events which help suppliers from and to the UK understand the latest picture and implications for their sector. For the meetings industry, the key here will be the ability to organise and promote relatively short, high quality, sector-specific events at speed.
  3. #metoo Charters — The meetings industry will take positive action in the wake of the harassment and assault cases made public across many sectors in 2017. Codes of conduct will appear covering behaviour at events, participants will be asked to sign these to confirm their adherence. Reporting of incidents will be made easier and more discreet, and offenders’ organizations will be notified immediately when such issues arise.
  4. Political Uncertainty – For the travellers to the US, uncertainty will continue over whether travel bans, or enhanced border vetting, will be in place for visitors from a range of countries. This may lead some organisers to locate global events in locations with no such restrictions.
  5. Smarter by Design – The of artificial intelligence (AI) in the sector will expand quite rapidly. From designing agendas, setting prices, and targeting potential attendees through to customer service chatbots, determining best fit locations, matchmaking people at events, and providing back-up content and fact checking of presentations, AI tools will become a feature across the entire industry value chain. In a very human business such as the events sector, it seems likely that AI will be used to free up time for value adding tasks rather than reduce headcounts.
  6. Business Model Experimentation – In a world where new charging models are proliferating, there will be a growing pressure on events to bring greater creativity to bear. From paying based on the perceive value and seat auctions through to pay per session and results based charging – the sector will be exploring a range of attendee payment ideas.
  7. Silent Conferences — Participants will be able to tune in to every parallel session via their personal devices and listen through their headphones from wherever they are in a venue. So, if the current session doesn’t appeal, you can simply switch to listen to or watch another parallel session another without leaving your seat.
  8. Real-Time Conference Agendas — Participants will be able to use meeting apps to schedule impromptu sessions held in any available space — coffee bars, lobbies, exhibition floors, even car parks. The speaker will talk into a microphone attached to their own smartphone and have the talk broadcast to those who tune in to that particular channel. Attendees will be able to view presentation slides and hear the speaker via their own device and headphones. So, no matter how noisy the background, the audience will be able to understand you perfectly clearly.
  9. Next Generation Meeting Scheduling — The intelligent assistants (IA) on our phone, or on the meeting app, will book appointments and meeting locations for us based on the types of people we say we want to meet. The IA will scan the attendee list, find the people who fit the criteria we’ve defined, and then contact their IA to request and set-up meetings.
  10. Stress Centres — concerns over our mental wellbeing are rising across society and workplace stress is reaching epidemic levels in some sectors. Events will start to include facilities where participants can talk discretely to counsellors and therapists about their issues.
  11. Thinking Hubs — Meeting venues will have interactive technology that will enable creative thinking and idea testing. Interactive technologies such as Virtual Reality (VR) or Augmented reality (AR) will allow participants to visualize data or ideas developed in a workshop session in a more tangible way. Participants will be able to test different ideas in VR/AR software and compare their possible outcomes to make better decisions.
  12. Integrated Events Apps — Users will not have to download individual APPs for each event, we will integrated systems emerge that present content for multiple events – these may even become standard features on many smartphones. App developers will create more cohesive systems that merge the information and presentations all the different events that sign up to use them. Users will have the opportunity to browse for the most interesting and useful information across a range of events and conferences – perhaps making micro-payments to access content for the events they didn’t attend.
  13. Digital Twins — Early adopters of technology could soon be able to send a digital stand-in to attend face-to-face conferences. The participant’s digital twin would be a software incarnation of the person embodied (or not) by a hologram or device that can see, hear, and observe the event in real time. The digital twin could engage with other participants in virtual space or on social media during the event, leading up to scheduled face to face meetings with interesting contacts at later points in time.
  14. Robot Realms – Events will make greater use of robots as mobile customer service assistants, kitchen staff, baristas, waiting staff, security guards, and porters. We’ll also see more robots featuring presentations and even delivering them. Within facilities we might see drones capturing videos of the sessions, transporting goods, and even moving people between sessions.
  15. Paradise Unplugged – Some meetings will be elevated to a luxury experience by adopting technology-free policies that demand unplugging, disconnecting, powering down, and “off-gridding” for all participants. Events will set a tone of intimacy and authenticity by discarding the free wi-fi and discouraging conference hashtags, for example. The venues would provide a facility at check in where participants can drop off their devices for the day and unplug, putting a total focus on the experience at hand.
  16. Cryptoculture — With the rising profile of digital currencies like Bitcoin, the next five years could require the meetings sector to adapt to customers interested in paying with cryptocurrencies. Being prepared to accept payments via Bitcoin and other digital currency would be an important step; there may also be new risks at hand when it comes to having anonymously paid fees, which is the nature of Bitcoin but unconventional in terms of event planning. There is likely to be a massive expansion of events about and related to cryptocurrencies as investment interests grow and the public becomes more and more curious about the potential of cryptocurrencies. A growing number of industry conferences will also look to add content about the potential impact and use of cryptocurrencies in their sector.
  17. Circular Economies and Zero Waste — The meetings and conference industry will come under growing pressure and take greater action to alleviate food, energy, and water waste. Scientific studies have shown that the earth’s ecosystems are weakening due to inefficiencies in current economic structures and distribution systems. So, for example, millions go hungry while fresh food is routinely discarded. Events and meetings that put into practice the principles of circular economies and zero waste, philosophies that encourage reuse and discourage overconsumption, might have a powerful role to play in the future where natural resources, even food, could be in short supply.
  18. The Replaced — As the automation of work and jobs progresses as an economic force, it is possible that there will be a rise in the number of technologically unemployed people. Events and meetings aimed at this audience might emerge as an opportunity for the meetings sector. Past employers, governments, other sponsors, and even the individuals themselves might pay for seminars, conferences, education sessions, and certification courses aimed at counselling, reskilling, and retraining the replaced. Indeed, these could become regular events in many local communities.
  19. Big Brother — Events that gather large numbers of participants could become attractive to proponents of the growing Internet of Things (IoT) and smart city movement. Attendees of large events might earn rewards, discounts, or actual money for agreeing to use tracking devices during business conventions or meetings. Attendee data would provide key insights to exhibiters, and non-participating marketers, for example those aiming at the business traveller. Marketers will place ever-greater value on knowing how participants spend their time, which stands they visit, what they look at on specific exhibits, who they talk to, and how long for. Of course, this might all seem very intrusive and, so it would need to be the choice of the individual attendee as to whether they were tracked or not. For event venues, large exhibition spaces might provide the perfect venue for IoT vendors to set up demonstrations and smart city simulations.
  20. Enhanced-Friendly
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Ask the average passerby on the street to describe artificial intelligence and you’re apt to get answers like C-3PO and Apple’s Siri. But for those who follow AI developments on a regular basis and swim just below the surface of the broad field , the idea that the foreseeable AI future might be driven more by Big Data rather than big discoveries is probably not a huge surprise. In a recent interview with Data Scientist and Entrepreneur Eyal Amir, we discussed how companies are using AI to connect the dots between data and innovation.

Image credit: Startup Leadership Program Chicago
Image credit: Startup Leadership Program Chicago

According to Amir, the ability to make connections between big data together has quietly become a strong force in a number of industries. In advertising for example, companies can now tease apart data to discern the basics of who you are, what you’re doing, and where you’re going, and tailor ads to you based on that information.

“What we need to understand is that, most of the time, the data is not actually available out there in the way we think that it is. So, for example I don’t know if a user is a man or woman. I don’t know what amounts of money she’s making every year. I don’t know where she’s working,” said Eyal. “There are a bunch of pieces of data out there, but they are all suggestive. (But) we can connect the dots and say, ‘she’s likely working in banking based on her contacts and friends.’ It’s big machines that are crunching this.”

Amir used the example of image recognition to illustrate how AI is connecting the dots to make inferences and facilitate commerce. Many computer programs can now detect the image of a man on a horse in a photograph. Yet many of them miss the fact that, rather than an actual man on a horse, the image is actually a statue of a man on a horse. This lack of precision in analysis of broad data is part of what’s keep autonomous cars on the curb until the use of AI in commerce advances.

“You can connect the dots enough that you can create new applications, such as knowing where there is a parking spot available in the street. It doesn’t make financial sense to put sensors everywhere, so making those connections between a bunch of data sources leads to precise enough information that people are actually able to use,” Amir said. “Think about, ‘How long is the line at my coffee place down the street right now?’ or ‘Does this store have the shirt that I’m looking for?’ The information is not out there, but most companies don’t have a lot of incentive to put it out there for third parties. But there will be the ability to…infer a lot of that information.”

This greater ability to connect information and deliver more precise information through applications will come when everybody chooses to pool their information, said Eyal. While he expects a fair bit of resistance to that concept, Amir predicts that there will ultimately be enough players working together to infer and share information; this approach may provide more benefits on an aggregate level, as compared to an individual company that might not have the same incentives to share.

As more data is collected and analyzed, another trend that Eyal sees on the horizon is more autonomy being given to computers. Far from the dire predictions of runaway computers ruling the world, he sees a ‘supervised’ autonomy in which computers have the ability to perform tasks using knowledge that is out-of-reach for humans. Of course, this means developing a sense trust and allowing the computer to make more choices for us.

“The same way that we would let our TiVo record things that are of interest to us, it would still record what we want, but maybe it would record some extras. The same goes with (re-stocking) my groceries every week,” he said. “There is this trend of ‘Internet of Things,’ which brings together information about the contents of your refrigerator, for example. Then your favorite grocery store would deliver what you need without you having to spend an extra hour (shopping) every week.”

On the other hand, Amir does have some potential concerns about the future of artificial intelligence, comparable to what’s been voiced by Elon Musk and others. Yet he emphasizes that it’s not just the technology we should be concerned about.

“At the end, this will be AI controlled by market forces. I think the real risk is not the technology, but the combination of technology and market forces. That, together, poses some threats,” Amir said. “I don’t think that the computers themselves, in the foreseeable future, will terminate us because they want to. But they may terminate us because the hackers wanted to.”