AI is everywhere in event programs, but is it – actually delivering value? And when it comes to proving the business impact of events, can you tell a story that leadership trusts?
The AI & Event Impact Playbook was built to help you answer both.
This playbook is a practical guide for marketing and event professionals who need to justify spend, ROI, and show the measurable impact of their events and the AI powering them.
Here’s what’s inside:
This turns “we should use more AI” into “here’s our roadmap”.
Prove event impact
- Assess where your organization is with event-led growth – using events as a strategic channel, rather than a one-off structure
- Creating a reporting framework that connects every event to pipeline, revenue, and retention
- Get the data foundations right, from integrations to consistent KPIs across the funnel
So you can move from “we had a great event” to “here’s how this event influenced pipeline, revenue, and retention.”
To get the most out of the playbook:
- Take the AI maturity and ELG maturity assessments with your team
- Pick 1-2 priority areas to focus on (for example, automate reporting or improve session recommendations)
- Define a 90-day action plan with clear owners, timelines, and success measures
We’d love to hear how you’re thinking about AI and event impact this year:
- Where would AI make the biggest difference for your team right now—people, process, or experience?
- How are you currently measuring the impact of your events, and what’s the one metric you wish you could report more confidently?
- When you look at the ELG maturity areas, which one feels like your biggest opportunity in the next 12 months?
Share your thoughts, questions, or early experiments in the comments—this is exactly the kind of work where learning from each other moves everyone faster.
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