It’s a fascinating question, isn’t it? The other night, at the Zurich Convention Bureau x ICE-HUB Leadership Supper, we explored the role personalisation plays in the corporate event industry and where algorithms might fit in.
In today’s data-centric landscape, corporate events increasingly rely on algorithms and AI to shape personalised experiences based on attendee preferences and behaviours. Everything from session recommendations to networking opportunities can be tailored. Yet, as precise and efficient as AI has become, we wondered: are the most memorable moments still those that arise from human intuition?
One of our most valuable insights from the evening was the need to balance data-driven personalisation with the art of human intuition. While algorithms can guide us, analysing patterns and preferences, it’s often the instinct of an experienced planner that delivers those unexpected moments of surprise and connection—elements that data alone can’t foresee.
As the discussion deepened, it became clear that the question isn’t one of absolutes. Our industry thrives on experiences—on moments that resonate in ways numbers can’t predict. Algorithms may parse vast datasets, but they lack the human ability to read a room, sense energy, and respond in real-time to the subtleties of an audience.
We reflected on cases where over-reliance on technology left events feeling sterile, missing the spontaneity and warmth that make them truly memorable. We heard of conferences where algorithmically generated agendas left attendees feeling boxed in, lacking space for organic encounters. By contrast, events guided by data but also open to intuition brought richer, more personal experiences to delegates.
Could AI ever truly replicate the artistry of human planning? Or will the human touch always be essential to meaningful personalisation? The room seemed to lean towards the latter. AI offers a powerful toolkit to guide and inform, but the heart of event planning lies in storytelling, empathy, and in crafting moments that resonate deeply with people—qualities that, for now, remain uniquely human.
The art of personalisation is perhaps in knowing when to step back from the data and lean into intuition. It’s in reading the room, sensing unspoken needs, and crafting experiences that feel bespoke and unexpected. True personalisation, it seems, isn’t only about delivering what attendees expect. It’s about creating an experience they didn’t know they wanted—a reminder that human insight remains indispensable.