Event teams are adopting artificial intelligence to generate content, analyze data and streamline administrative work, but adoption alone is not translating into consistent business results. Cvent is addressing that gap with the launch of the Cvent Center for Event Insights, a research and industry collaboration initiative designed to help event planners, marketers and hospitality professionals understand where AI delivers value and where human judgment remains essential. The initiative debuts with two reports examining AI's impact on event performance and the division of work between automated systems and event professionals.

Cvent Creates a Research Hub for AI-Driven Events

Cvent has launched the Cvent Center for Event Insights, an initiative focused on research, industry collaboration and practical guidance for the events and hospitality sectors as AI reshapes how organizations plan and deliver experiences.

The center will focus on three areas: publishing research and industry insights, bringing experts together to address shared challenges, and giving practitioners a forum to exchange best practices. Cvent says the initiative builds on more than 25 years of supporting the events industry.

The launch comes as event technology providers and corporate marketing teams explore how AI can improve planning, audience engagement and measurement. Events remain an important channel for customer relationships and business development, but their operational complexity makes it difficult to determine which AI applications deliver meaningful improvements.

Cvent's initial research addresses that question through two reports: Event Performance Landscape in the Age of AI, a commissioned study conducted by Forrester Consulting on Cvent's behalf, and Less Mindless, More Meaningful: What AI is Actually Taking from Event Work, co-produced with Meeting Professionals International (MPI).

AI Adoption Does Not Guarantee Better Event Outcomes

The Forrester Consulting study examines how organizations use events to drive growth, extract value from event data and prepare for AI-enabled engagement.

According to the findings provided by Cvent, 59% of organizations use AI to create event content, but only 26% report significant improvements in outcomes from that activity. The results are more encouraging for pre-event marketing strategy and data analysis, where 46% and 44% of respondents, respectively, report significant improvements.

The difference suggests that AI's value may depend less on how frequently teams use it than on where it is deployed and whether the underlying data supports effective decisions. Generating event descriptions or promotional copy can accelerate production, but improving audience targeting or interpreting campaign performance requires reliable data, useful integrations and clear business objectives.

The study also found that 70% of respondents consider events more important as AI-generated content proliferates across marketing channels. That finding points to a continuing role for in-person and live experiences in a digital environment increasingly crowded with synthetic content.

The research is commissioned by Cvent, so its findings should be considered in that context. The supplied announcement does not include the survey's sample size, fieldwork dates or detailed respondent profile, limiting independent assessment of how broadly the results apply.

Where AI Can Take Work Off Event Teams' Plates

The second report, produced with Meeting Professionals International, examines event tasks that AI can support or handle, drawing on Cvent's own events team. Its central estimate is that roughly 40% of event work can be AI-supported or AI-owned, particularly transactional administration, data processing and reporting.

The report distinguishes between tasks that can be automated and responsibilities that depend on human judgment. Routine administrative work may be suitable for AI-led execution, while event strategy, relationship management and decisions that shape the attendee experience remain human-led.

That division reflects a wider trend in marketing technology. Gartner's 2025 research found that 47% of organizations using generative AI reported a large benefit from applying it to campaign evaluation and reporting, suggesting that analytical workflows can be a productive area for adoption.

Cvent's proposed implementation approach is incremental: select one task, measure its current performance, determine the appropriate level of AI involvement and use the time saved to expand into another workflow. For event teams, this offers a more measurable alternative to deploying AI broadly without clear objectives.

The broader implication is that AI adoption should be treated as a workflow redesign exercise, not simply a technology rollout. Teams need to identify repetitive work, establish quality controls and preserve human oversight where judgment and relationships affect event outcomes.

Market Landscape

Cvent's initiative enters a competitive event technology market where vendors are adding AI capabilities to registration, attendee engagement, event marketing and performance measurement.

Gartner's 2026 Magic Quadrant for Event Marketing and Management Platforms identifies a range of providers serving this market, including Cvent, Bizzabo, RainFocus, Stova, Swoogo and others. The category spans technology for planning and delivering events, managing audiences and measuring performance.

Cvent's new center is not itself a competing event management platform. It is a research and thought leadership initiative intended to help practitioners make better decisions about technology, operating practices and event performance. Its potential value will depend on the quality of its research, transparency of its methods and usefulness of its recommendations.

The underlying industry challenge is increasingly clear: event teams need to demonstrate commercial value while managing fragmented data, rising audience expectations and growing pressure to adopt AI. Research that connects technology adoption to measurable outcomes could help organizations make more informed decisions about where to invest.

Strategic Outlook

The Cvent Center for Event Insights positions the company to influence how event professionals evaluate AI adoption, not just which tools they use. By combining commissioned research with practitioner collaboration, Cvent is aiming to connect technology decisions with day-to-day operational challenges.

For event and marketing leaders, the most useful takeaway is to begin with a measurable problem. Automating a repetitive reporting task or improving pre-event targeting may offer a clearer route to value than deploying AI across an entire event operation at once.

The longer-term challenge is integration. Event data must connect with CRM, marketing automation and revenue reporting systems if organizations want to establish how events contribute to pipeline, retention and growth. AI can accelerate analysis, but it cannot compensate for incomplete data or unclear business objectives.

Cvent's initiative could help address the industry's knowledge gap. Its impact will ultimately depend on whether the research gives teams practical, independently assessable evidence they can use to improve event outcomes.

Top Insights

• New industry research hub: Cvent has launched a center focused on event technology, commissioned research and practitioner knowledge, giving event and hospitality leaders a dedicated resource for AI adoption.

• AI adoption does not guarantee results: Cvent's supplied research says 59% use AI for event content, but only 26% report significant outcome improvements from that use.

• Data analysis shows promise: The commissioned study reports significant AI improvements in pre-event marketing strategy for 46% of respondents and data analysis for 44%.

• Automation could reshape event work: A report co-produced with MPI estimates roughly 40% of event work can be AI-supported or AI-owned, particularly administration and reporting.

• Human judgment remains important: Cvent's research separates automatable tasks from strategy and relationship work, reinforcing the need to preserve human oversight in experience-led operations.

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