Creating meaningful connections and delivering impactful experiences are essential to any organization’s success. MCI USA’s event registration and housing management platform OneSystem Plus and its AI-driven technology, Jade, are helping event managers and marketers achieve these goals by streamlining processes and empowering planners to design moments that matter. From optimizing event logistics and automating administrative tasks to providing AI-powered customer support and real-time marketing insights, OneSystem Plus and Jade allow organizations to foster authentic engagement, amplify their impact and ensure every event delivers measurable results. In this Q&A, Jeff Moore, MCI USA vice president of technology and innovation, shares how Jade elevates event management and enhances marketing strategies to enrich experiences.

1.  What specific event management challenges does Jade help solve for both large and small organizations?

One of the biggest hurdles organizers face is streamlining registration while maintaining flexibility. With MCI USA’s platform OneSystem Plus, Jade provides a seamless, fully customizable registration experience that can be set up in days — no programmers required. Whether an event is small or large, organizers can control their registration process, create personalized attendee portals, and even replicate setups from year to year, which saves time and ensures consistency.

Beyond registration, Jade enhances event setup and quality assurance by automating key processes to improve efficiency and accuracy. For event setup, the requirements document from the client is given to Jade to standardize the format and interpret the business rules into a functioning website. Quality assurance is then implemented. Jade applies the business rules to the generated test cases and executes them against the site to ensure it has been configured correctly.

Housing is another major challenge, especially for events with thousands of attendees needing accommodations. Through AI-powered 24/7 customer support, attendees can modify or cancel reservations without waiting for human agents. The customer support center also operates in multiple languages as well. For complex inquiries, Jade seamlessly escalates cases to live agents, ensuring a smooth and efficient customer service experience.

For exhibitors, finding and engaging the right audience is critical, and Jade plays a key role here too. AI-driven lead scoring and qualification tools help exhibitors instantly identify and prioritize high-value prospects. Plus, MCI’s event intelligence tools allow organizers to analyze attendee behavior, refine marketing campaigns and, ultimately, increase ROI. The system even enables customized exhibitor portals where exhibitors can access real-time data, manage their presence and optimize networking opportunities.

2. How does OneSystem Plus ensure the accuracy and reliability of AI-driven insights for event planners?

OneSystem Plus ensures the accuracy and reliability of AI-driven insights by leveraging real-time data processing, advanced behavioral learning and continuous updates. The platform integrates directly with registration, housing and exhibitor management systems, allowing it to pull live, verified data rather than relying on static reports. AI-driven analytics give event planners instant access to attendee demographics, registration trends and engagement patterns, making it easier to make data-backed decisions. Additionally, OneSystem Plus uses predictive modeling to analyze past and present data, identifying trends and potential growth opportunities. The system also allows for customizable reporting. With built-in data validation measures and seamless integration with third-party platforms, OneSystem Plus delivers precise, actionable intelligence that helps event planners optimize their strategies.

3. How can organizations customize Jade’s AI capabilities to align with their unique event requirements?

Event planners can tailor registration workflows, housing rules, lead scoring models and reporting dashboards to match their specific needs. Jade’s AI-driven features, such as automated customer support, marketing recommendations and attendee insights, can be adjusted based on business rules, attendee demographics and event goals.

4. How does Jade enhance real-time messaging and communication efficiency during events?

Jade leverages AI-powered chat, email automation and instant attendee support. Through OneSystem Plus, event organizers can send personalized notifications, schedule updates, and emergency alerts directly to attendees via SMS, email or push notifications. Jade’s AI-driven chatbots provide 24/7 multilingual support (as mentioned above). For exhibitors, Jade can facilitate automated lead follow-ups and engagement messages. Organizers can also track engagement metrics in real time, adjusting messages based on attendee behavior and feedback.

5. In what ways does Jade contribute to reducing manual workloads and improving operational efficiency? 

Jade automates key event management tasks such as registration processing, housing management, customer support, lead qualification and real-time reporting. Through AI-driven automation, Jade eliminates the need for manual data entry by allowing attendees and exhibitors to self-manage registrations, modify reservations, and retrieve confirmations instantly. The 24/7 AI-powered chat and email support handle routine inquiries, reducing the burden on customer service teams and allowing them to focus on more complex issues. Jade’s predictive analytics help organizers make informed decisions without manually sorting through large datasets. By streamlining operations and integrating existing event management systems, Jade ensures that event planners can work more efficiently, reduce errors, and focus on delivering a seamless event experience rather than handling administrative tasks.

Welcome, Greg! How does your extensive 20-year experience empower your role as the CEO at Chati?

Having spent two decades in the webinar and virtual event business, using many different virtual event platforms, I’ve gained an intricate understanding of what features make a virtual event platform unique, top-tier audience engagement and the tools to increase it, evolving market needs, and technological trends. This experience naturally informed my decisions when creating the team to develop Chati, ensuring we deliver solutions that resonate with our clients, are technologically advanced, and are always a step ahead.

What are some of the biggest challenges and opportunities you face as the CEO of a virtual event platform in the post-pandemic era?

In the post-pandemic landscape, while many are keen to return to in-person events, there’s a recognized value in virtual platforms. The challenge is in striking the right balance between virtual and physical experiences. The opportunity, however, lies in refining and innovating our hybrid offerings to ensure they offer the intimacy of in-person events while retaining the accessibility and convenience of virtual platforms.

How do you foster a culture of innovation and collaboration among your team members at Chati?

At Chati, we prioritize open communication and celebrate diverse perspectives. We also value the “virtual” aspect, and all have worked remotely since Chati’s inception. We have an open-door policy to ensure that every voice is heard and every idea is added to the drawing board. We encourage team collaboration across marketing, design, and development teams, which provides unique perspectives, broadening the creative pool.

What are some unique features and benefits that Chati offers its clients and partners?

Chati provides a high-quality video chat feature called ChatiConnect, which allows event hosts to include video breakout sessions within the event environment, mimicking the face-to-face feel of physical events. Chati also has many interactive tools to keep attendees engaged as they navigate the virtual event and watch presentations, responsive templates with 3D customizable options, and, finally, advanced analytics tools to empower clients to make informed decisions, enhancing their event outcomes. Chati supports multi-format content, from webinars to workshops to interactive remote team building.

How does Chati differentiate itself from other virtual event builders in the market?

Chati’s uniqueness lies in its deep-rooted understanding of audience engagement and building virtual environments to optimize it, backed by two decades of industry insight. Our platform goes beyond just hosting an event; we provide an experience that’s immersive, intuitive, and insightful, ensuring both hosts and attendees derive maximum value.

What are the key values and principles that guide your leadership style at Chati?

Transparency, integrity, and adaptability are my guiding principles. I encourage the team to consistently push creative boundaries and think outside the box, whether it be for the platform development itself or for creative and marketing campaigns. Although we do have a chain of managerial structure, I encourage project ownership and make sure that individuals are heard, valued, and empowered to contribute.

How does Chati help organizations with their marketing and sales purposes through its event technology?

Chati’s event technology is designed to provide actionable insights. From attendee behavior analytics to feedback mechanisms, organizations can gauge audience interest, tailor their marketing strategies, identify potential leads, and nurture relationships more effectively.

What primary factors contributed to Chati’s rapid growth and success in the event tech industry?

Chati’s success can be attributed to our commitment to innovation, deep understanding of market needs, and relentless focus on client satisfaction. Our robust platform, coupled with exceptional customer support and unique features like ChatiConnect, has made us a preferred choice in the industry.

What are the current trends and challenges that you see in the event tech space?

The event tech space is evolving rapidly with a growing emphasis on hybrid events, AI-driven personalization, and sustainability. Challenges include navigating the changing attendee expectations, integrating new technologies, and ensuring the human touch isn’t lost amidst the digital transformation.

Tell us more about your passion for reptiles and how you started Snake Country.

I’ve been fascinated with reptiles (primarily snakes) since I was a little kid. My parents didn’t allow me to have snakes in the house, so as soon as I moved out and went to college, I bought my first boa constrictor. Over the following number of years, I was able to collect a few more reptiles I always wanted as a child. A couple of years later, life got in the way of my reptile passion; I fell in love, got married, and had three sons. Years down the road, one of my boys became interested in snakes. We went out and bought a king snake, which turned into two, then three more snakes over the next few months. That quickly ignited my passion for reptiles all over again. It snowballed from there. I began purchasing some high-end genetics of both boa constrictors and ball pythons. We went from five snakes to over 100 within the next year. We had snake racks in almost every room in our house, so I decided to make a breeding business out of it, then moved our snakes into a facility and created the company Snake Country LLC.

Snake Country now has over 1,000 animals; we breed over 100 females and have roughly 400-500 babies every year. We have four employees and are now turning a profit. After working all day at Labroots and Chati, I go down to our facility and spend another 2-3 hours there every night of the week. I love it!