AI adoption remains low as event planning roles & timelines shift
A recent survey by VenueNow has highlighted current trends affecting event planners and venues in Australia and New Zealand, with a particular focus on the industry's use of artificial intelligence, event booking times, and the job roles involved in event organisation.
The survey included responses from 319 corporate event planners working across various sectors, including professional services, healthcare, education, finance, and others, as well as 131 venues ranging from conference centres and hotels to stadiums, breweries, and retreats. Data was collected in September and October 2025 and provides insight into operational practices across the event sector.
AI adoption
The study revealed that artificial intelligence (AI) remains largely unused by venues and corporate event planners in the region. According to the findings, 91% of venues are not employing AI to manage event enquiries, while 53% of corporate customers are also not using AI to find, organise, or manage events.
Time taken to secure a venue was also examined in the survey. Of the corporate customers surveyed, 71% reported spending more than five hours sourcing and booking a venue for each event. Further breakdowns showed that 44% of respondents spent between five and ten hours, 19% spent between ten and twenty hours, and 8% reported taking more than twenty hours.
VenueNow Chief Executive Officer Jake Dimarco commented on the potential role of AI in the industry:
"In the business world, AI is no longer the monster under the bed. It's the trusty sidekick that complements your daily tasks and makes your life a lot easier."
"The events industry has huge potential to reap the benefits of AI, both in terms of saving time and improving processes. It can assist with everything from forming event checklists to finding the perfect venue to navigating quote comparison and negotiation with venues and suppliers. The technology also aligns with the preferences of the digitally-led Gen Z, helping to attract and retain professionals and ultimately take the industry into the future."
Shifting roles and booking timelines
The survey also found that event planning responsibilities are extending beyond traditional event manager roles. Executive and personal assistants comprised the largest group of respondents, at 32%, followed by event coordinators and managers (31%), marketing professionals (15%), and senior leaders, including chief executives, directors, and general managers (10%).
Event timelines are tightening, with three-quarters of events booked within six months of the event date. Of these, 44% are locked in for three to six months, and 31% within less than three months, indicating short lead times and the need for quick decision-making in planning processes.
The study also pointed towards a trend of more frequent but smaller meetings and conferences, as 59% of organisers reported this shift in corporate event dynamics. This highlights an evolving approach to business gatherings, with a focus on agility and frequent engagement rather than large, infrequent events.
Challenges for planners and venues
Respondents identified several significant challenges in the current event-planning landscape. Cost was cited as the main factor by 52% of planners, followed by a perceived lack of venue availability at 22%. For venues, the biggest challenge was customer price sensitivity (54%), followed by a reduction in enquiries (42%).
The survey covered a broad spectrum of industries among corporate event planners, including government and hospitality, ensuring a wide range of perspectives on challenges and trends in sourcing and hosting events.
Dimarco highlighted the urgency for greater efficiency in the industry, given the expanding responsibilities placed on a diverse set of professionals tasked with managing events:
"The need for efficiency gains is particularly pressing as event planning responsibilities now span a broader range of roles. Executive and personal assistants made up the largest segment of respondents (32%), followed by event coordinators and managers (31%), marketing professionals (15%), and senior leaders including chief executives, directors and general managers (10%)."
Results suggest that while technology, such as AI, offers opportunities to alleviate time burdens and improve management for both venues and planners, its adoption has not yet become the norm across the industry.
