When I asked Juliano Lissano, managing director at MCI Canada, to answer an artificial intelligence (AI) question all planners want to know, he joked that if I email him the questions, he can get AI to help answer them. After listening to his recent session at this year’s PCMA Canada East Canadian Innovation Conference (CIC), that comment really came full circle.
Titled “Transformative Impact of AI on the Service and Experience Industry,” the topical and informative session proved using AI is often about asking the right questions or prompts. So what is this burning question, I think all event professionals want to know?
Will AI eventually make me redundant?
Building Bridges was the theme of the conference, which included celebrations of indigenous culture. Photo courtesy of Stephanie Hiltz.
In the freezing but beautiful -30 degree temperatures of Saskatoon, the TCU Place outdid themselves for CIC 2024. It was an immersive experience packed with cutting-edge insights, networking opportunities, and inspiration for planners, suppliers, and stakeholders in the meetings and events ecosystem.
AI took a strong focus at the conference with more than one session dedicated to its subject matter. “AI is a game-changer for event professionals, helping at every stage—before, during, and after an event,” declared Lissano.
A strong use of AI at the event was Encore’s AI Concierge. It was pre-programmed with tons of event info and the tidbits on the destination itself to give attendees constant access to information in a very life-like and friendly way.
So did that mean that a live, warm-blooded concierge wasn’t needed in person? Back to our burning question. Did AI “take my job”? No, definitely not.
Lissano summed it up quite succinctly, “AI is like the ultimate assistant – it enhances what you do, but it doesn’t replace you. Think of it this way: AI can crunch numbers, analyze data, or even generate creative ideas faster than we ever could, but it doesn’t have the “soul” – the intuition, creativity, and emotional intelligence – that makes your work uniquely yours,” he said.
“For example, AI might help you streamline a presentation or analyze customer insights, but you’re the one who decides the strategy, adds the personal touch, and makes the final call. It’s about working smarter, not being replaced.”
That AI Concierge could not have been created without a strong person behind the scenes executing a well-planned event.
This Year’s Theme
Grounding walk at Wanuskewin. Photo courtesy of Stephanie Hiltz.
This year’s event theme, “Building Bridges: Our Journey Into Innovation,” reflected a commitment to addressing the latest trends and progress shaping the future of the industry. CIC 2024 took “building bridges” inside and outside of the event space. They invited indigenous people to remind us that gathering like we were, is how bonds strengthen and community grows. They spoke of one’s home-fire and you could feel the industry’s home-fire in that room – bound together by kinship.
Then, the CIC 2024 team went above and beyond by #saskatooning attendees on an educational field trip to Wanuskewin Heritage Park. Wanuskewin is the Nēhiyawēwin (Plains Cree) word that roughly translates as “seeking peace of mind.” The sacred site has been a gathering place for more than 6,400 years. Attendees enjoyed an in-depth visit to the park, including a grounding walk led by a knowledgeable guide. (I learned more about teepees than I ever thought possible!)
The fact is AI could not have replaced that experience. PCMA CIC 2024 reminded us that AI has a place in the process and being open minded to its applications are critical. Likely, whoever can adopt and use artificial intelligence best will be the “reason” your job is “taken” not the AI itself.
As the meetings and events industry continues to evolve, the Canadian Innovation Conference stands as a beacon of progress and possibility. CIC 2024 offered a unique opportunity to not only keep pace with industry changes but to lead them. (With some help from AI…!)
Stephanie Hiltz is a meeting and event professional with 20 years of experience. Originally from Toronto, she lives in Costa Rica with her husband Jonathan and two children, Violet and Clark. She currently is a Speaker Strategist and Event Specialist at TA Speakers Management, a boutique agency managing human connection keynote speakers. Event planning is one of her greatest passions along with travel, experiencing adventure, and trying new foods. She can be contacted at stephanie@taspeakersmanagement.com.
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