Lisa is Kaltura's Head of Marketing . He enjoys finding the right balance between the art and science of marketing.
From the steam engine to introducing robots into the assembly process, technology never stops changing the way we work.
In this sense, generative AI is a new generation, the latest innovation that is changing our understanding of "business as usual" as organizations around the world try to test and integrate these powerful new tools at every level. Applications and industries.
The event sector is no different.
While still in its infancy, GenAI can improve marketers' content creation workflows, increase the impact of uniquely designed content, and seamlessly personalize the event audience experience and drive greater engagement. It's true, as experienced event marketers know, positive engagement and ROI are always the hallmarks of a successful event, so why not let new advances in AI leverage these metrics, thereby improving the virtual and hybrid event experience for both attendees and organizers?
The AI we know and love
As the availability of AI continues to increase, our market operating systems are becoming more efficient than ever.
The team uses most of their resources to manually collect comprehensive marketing and engagement data to understand their audience on a personal level. But when it's time to use this information and create engaging content that focuses on personal content for users, you're draining your time and resources. It is almost impossible to analyze and personalize audience content.
Now, by integrating AI into their platforms and taking away time-consuming work, companies can help marketing teams do what they do best: create amazing content for diverse target audiences, elevate every customer, and host amazingly. An interesting event. When editors waste less time on complex workflows and manually analyzing and gathering data, they can produce more creative and strategic content. AI allows them to prioritize their customers and their needs instead of background research, manual processes and problem solving.
Take for example the use of AI-based intelligent chatbots that improve and simplify the audience experience. These tools allow publishers to provide 24/7 virtual assistants and real-time customer support, keeping viewers engaged longer and providing them with a different experience.
AI also enables organizers to quickly collect feedback after an event, providing quick insights into audience behavior, preferences and session popularity. This data can be used to provide content recommendations tailored to each attendee's needs, thereby enriching the user experience at each subsequent event.
Enter Gennai
As every modern marketer knows, creating relevant, high-quality content across multiple formats and digital experiences is a major challenge in today's dynamic marketing landscape. Enter GenAI, with the rapid and ongoing evolution of artificial intelligence, with surprising implications for marketing in general and, of course, event marketing.
These tools can create custom courses and content bundles at lightning speed, allowing teams to focus not only on creative and strategic marketing areas, but also to increase the content they can create.
I can say from personal experience that all GenAI discount teams receive gold from experienced teams, but this helps those teams get more gold and faster. From helping you create potential webinar topics, cover pages, resumes, and even agendas to making suggestions for new content to re-engage your audience when their attention spans are waning, there are many ways to use GenAI.
GenAI will not replace content creators, event managers or marketers, but it will help them make their content, events and campaigns more personalized and precisely targeted, resulting in a more personalized user experience with a more engaged audience. This leap in technology is not unlike the transformative impact of Gutenberg Publishing, which allowed publishers to produce books in a matter of days and shift their focus to a manual approach to creating content that can be shared and accessed. Individual readers.
Beyond creating text or image-based content and assets, the impact of generative AI on video content is far greater. For example, editors typically spend 30-45 minutes editing a one-minute video, reviewing a video library to find clips that fit the proposed video. Now, thanks to AI tools for editing and recycling videos, video marketers can automatically create content from any content they create, providing viewers with short clips tailored to their needs. By using AI as a tool to help marketers repurpose unique content across multiple channels and media, consumers can dramatically increase exposure to new topics and find content consumption options that are more relevant to them.
Additionally, by tracking metrics such as click-through rate, time spent on page, video bounce rate, and conversion rate, AI can identify user patterns and trends to improve how content is edited and distributed in the future. This self-learning adaptation results in a well-designed user experience that ultimately increases engagement and drives business growth.
Events born from artificial intelligence
Our community is discovering what AI can do for any business or industry. But AI in general, and especially in its latest versions, provides marketers with transformative tools that allow them to develop their creativity as intelligent content creators and improve their approach to virtual and hybrid events, including but not limited to:
AI data analysis capabilities increase audience engagement and allow marketers to stay one step ahead, while its ability to automate time-consuming tasks allows marketers to focus their resources on creating strategic and impactful content. Most importantly, integrating GenAI across platforms can significantly save business resources and effectively increase user engagement and ROI. So why wait to get on the train?
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