Cvent, an event technology company, announced more than 70 product innovations and 34 new AI features for its platform at Cvent CONNECT, held in July 2026. The company also announced plans to invest $1 billion in product development over the coming years.
Cvent's latest features also offer a glimpse into how AI is evolving within event technology. Organisers will be able to create an event draft by describing their objectives in natural language, receive venue recommendations based on their requirements, and manage changes to attendee information through a single interface. AI is therefore no longer being used solely as a tool for providing information. It is increasingly being incorporated into parts of the event planning process itself.
From Attendee Management to Business Connections
AI's role in the MICE sector is not limited to organisational processes. Attendee experience and business connections are also among the areas where the technology is playing an increasingly active role.
Cvent's new tools can use attendee profiles and interactions during an event to provide personalised session and exhibitor recommendations. Its AI-powered business networking features can also help match attendees based on their interests and objectives, while generating personalised messages to facilitate initial contact.
These features are expected to become particularly relevant at large-scale congresses and trade shows. At events attended by thousands of people, finding the sessions or potential business connections most relevant to each attendee is not always easy to do manually.
AI can step in here as a layer that filters and organises the flow of information and connections within an event.
As Technology Advances, Human Interaction Remains Central
Face-to-face communication remains at the heart of the MICE sector. A 2026 study conducted by Hilton in partnership with Ipsos, involving 3,150 participants, shows that attendees' expectations extend beyond technology. According to the study, 49% of respondents cited meeting new people and connecting with their teams among the main reasons for attending business events. Meanwhile, 84% said experiencing local culture was an important benefit of attending business events.
At the same time, the role of AI and other technologies in the event experience is gaining importance. Some 67% of respondents said AI support at events could save them time and effort, allowing them to focus on activities they consider more important.
Rather than turning the attendee experience into an entirely digital one, AI is emerging as a tool that can accelerate processes behind the scenes and create more room for face-to-face interaction.
New Balance in Event Programmes
The growing use of AI is also raising questions about how event programmes should be designed. Hilton's research found that 67% of attendees feel less engaged with events when they do not have enough time to rest. Meanwhile, 55% said they skip some sessions to take a break when programmes do not include scheduled breaks.
These findings suggest that, particularly at busy congresses and corporate events, attendee experience cannot be measured solely by the amount of content on the programme. How many meetings or sessions take place matters, but so does the amount of time attendees have to move around, rest and build social connections.
As AI-powered planning and analytical tools continue to develop, organisers may have access to more data to support these decisions. Analysing attendee behaviour, identifying sessions that attract less interest and adjusting programme intensity are among the areas where technology could play a greater role.
AI's Role in MICE Continues to Expand
Cvent's product developments and Hilton's research indicate that AI is no longer being treated solely as a technology for the future in the MICE sector. Its applications are expanding from venue research and event planning to attendee management, business connection recommendations and post-event data analysis.
However, the fundamental dynamics of the sector remain unchanged. Meeting people, building new business connections, spending time with colleagues and experiencing the culture of a destination continue to be important motivations for attending business events.
Against this backdrop, AI's role in MICE over the coming years may be less about taking centre stage at events and more about assuming greater responsibility behind the scenes, helping organisers manage processes more efficiently while creating more space for meaningful human interaction.
