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The Why Behind AI: Top 3 Takeaways for Meetings and Events

August 26, 2026 | Written by Veronica Ferguson

Artificial intelligence isn’t new in the world of meetings and events, yet it’s still at the center of industry conversations. Why? Because most organizations have only scratched the surface of what AI for meetings and events can deliver.

Too often, the discussion focuses on tools, features, and automation rather than the outcomes that matter most: stronger attendee experiences, greater operational efficiency, improved decision-making, and measurable business impact.

In a panel discussion at the 2026 M&IW Summit, events leaders went beyond features to break down the why behind AI and how to move beyond experimentation and turn AI into a competitive advantage.

Dive into the three biggest takeaways from panelists Fabian Preindl, Vice President of Hotel Performance Hub, Hyatt Hotels Corporation; Alex Rolfe, Senior Vice President of Sales, Cvent; and Dan Tarpey, Vice President of Sales & Marketing, M&IW. Their insights will help you elevate your AI strategy for more innovative and impactful meetings, events, and incentives.

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Panelists onstage at the 2026 M&IW Summit — Sara O’Neil, left, moderates the panel discussion with (L–R) Dan Tarpey, Fabien Preindl, and Alex Rolfe

From Hype to Impact: The 3 Biggest Takeaways for Meetings and Events Leaders

Fabian, Alex, and Dan focused on the outcomes of AI for meetings and events, not AI tools themselves, and that’s how you should approach your AI strategy, too.

Explore their three biggest takeaways from their discussion: AI as a business capability, the opportunity for frictionless end-to-end event journeys, and the importance of data readiness.

1. AI is becoming an invisible business capacity, not a technology project

Organizations should stop viewing AI as a standalone technology initiative and start treating it as a core business capability. Success is no longer about deploying AI tools but about using AI to improve experiences, increase responsiveness, and deliver greater impact.

“The one thing [customers] are all asking for is outcomes,” said Dan. “[They’re] asking us, how do we deliver better outcomes, better experiences?”

That’s where your AI strategy comes into play, but it’s not about the technology itself. It’s about how you use it to achieve your desired business outcomes.

2. The biggest opportunity is removing friction across the entire event journey

The true value of AI extends beyond automating individual tasks to creating seamless end-to-end event experiences.

“Traditionally, we used to automate touch points,” said Fabian. “We are now going more towards mapping out entire journeys… It’s really about having this consistent journey and experience [for guests].”

Today, AI often improves isolated functions such as agenda creation, proposal writing, or content generation. The next major evolution will connect those previously disconnected workflows into a single, intelligent event ecosystem.

3. Data readiness will separate AI leaders from AI laggards

Before organizations rush to adopt new AI tools, they need to ensure their data foundations are strong. Organizations focused solely on acquiring AI tools without preparing their data infrastructure risk wasting time, money, and resources.

“Regardless of what AI tool you use, it’s going to need the right context and the right instructions to be able to help you,” said Alex. “If you can document that first, you can then take that to lots of different AI systems to be successful.”

Poor data quality, fragmented systems, and lack of governance can undermine AI initiatives regardless of how sophisticated the technology appears.

Or as Dan succinctly put it, “Garbage in, garbage out.”

Looking Ahead

The leading organizations won’t be the ones with the most AI; they’ll be the ones using AI most effectively to create better event experiences and better business outcomes. Still, events leaders should always remember that despite technological advancements, human connection is and will remain the differentiator in hospitality and events.

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