By Mary Tucker | Senior Communications and Content Manager | IAEE
As emerging technologies continue to transform the exhibitions and events industry, innovative solutions are reshaping how we connect with stakeholders. Michelle Metter, Partner at Fast Forward Event Productions and her colleague, Vice President of Events Kristin Martinez, CMP, CEM are no strangers to maximizing AI-powered engagement. Their team has pioneered the use of custom chatbots to transform communications with attendees, exhibitors and vendors.
Michelle and Kristin will offer a deep dive into how Fast Forward Event Productions implemented AI-driven custom chatbots to create more efficient, personalized experiences while streamlining operations in IAEE’s 18 June webinar, AI-Powered Engagement: Elevating Communication with Attendees, Exhibitors, and Vendors. They will reveal the step-by-step process their team used to develop powerful communication solutions as well as present a case study demonstrating how these technologies have improved operational efficiency and facilitated more effective attendee matchmaking.
Here, Michelle and Kristin offer implementation strategies for organizations with varying technical expertise and share success metrics from their own experiences along with their vision for the future of AI in the events industry. Whether you are new to AI technology or looking to optimize your current systems, their insights provide valuable guidance for elevating stakeholder engagement at your events.
Your webinar focuses on innovative solutions for event communications. What specific pain points in traditional event communication methods do these AI solutions address?
Michelle: The core challenge with traditional event communications is managing an overwhelming amount of information without overwhelming the recipient. Whether it’s exhibitors, sponsors, staff, or attendees, each group needs tailored information. Yet the default has been lengthy emails, disjointed communications or documents like the “Exhibitor Service Kit” and “Operations Manual,” which often feel like a cross between an Ikea manual and summer camp enrollment forms.
Our revised approach and AI-driven solutions reframe this entirely. Instead of static documents or long email chains, we create intuitive, interactive resource centers tailored to each stakeholder group. And if someone can’t find what they need? They simply ask. It’s proactive support without the inbox overload.
Can you share an example of how your custom chatbot significantly improved the attendee experience at a recent event? What metrics indicated success?
Kristin: The real impact was felt not just by attendees, but by the support ecosystem around them such as staff, sponsors and exhibitors. By equipping these groups with immediate access to tailored information, we empowered them to operate more efficiently, which directly improves the attendee experience.
It wasn’t just about the chatbot itself; it was about using AI to reduce friction, improve autonomy and cut down on operational noise. The strongest indicators of success included a noticeable drop in inbound questions and requests. Our partners appreciated having control and clarity, right when they needed it.
What was the most surprising insight your team discovered when implementing AI-driven communication systems for exhibitors and vendors?
Michelle: We often hear, “No one reads the emails,” but that’s not entirely true. They are reading, we’re just not sharing the right content at the right time. What we learned is that email, while useful, isn’t effective as the primary vehicle for ongoing communication especially across long timelines or for brands attending multiple shows.
The surprising insight? When we gave users an AI-supported way to find what they needed – on their own terms – they used it, and they loved it. The feedback on our AI-powered apps has been overwhelmingly positive. The burden of information didn’t disappear; it just became accessible.
For exhibition organizers with limited technical knowledge, how steep is the learning curve for implementing AI chatbots, and what resources did you find most valuable during your implementation process?
Michelle: The biggest shift is in mindset, not technical skill. AI success starts with asking better questions. When we started treating AI like a strategic thought partner – one that understood our events, business goals and operational systems – everything changed.
Our custom bots now help team members articulate challenges, brainstorm solutions and even provide step-by-step implementation guides. You don’t need to know how to build it, you just need to know how to ask for what you need.
Kristin: For those just starting out, I recommend the AI Explored Podcast by Social Media Examiner. Two great episodes to begin with are AI Driven Leader (**start here**) and AI Assistants.
Looking ahead, how do you envision AI technology evolving in the exhibitions and events industry over the next three to five years, and what should organizations be doing now to prepare?
Kristin: AI will become a fully integrated part of business operations across all industries. For events, that means rising expectations not just from attendees, but from sponsors, exhibitors and internal teams who are already using AI in their day jobs.
What should you do now? Start using AI daily. Ask it to help you solve real problems. Use it to optimize processes, brainstorm creatively, and explore new formats. This isn’t about replacing humans, it’s about augmenting your capacity to think bigger, act faster and deliver better experiences.
