We would like to invite you to participate in an important new international research study Survey on AI in Events led by University of Ottawa (Canada; ethics certificate S-06-25-11534) researchers in collaboration with the Centre for Events and Festivals (UK). This project forms part of the Centre’s original global research initiative designed to advance knowledge and inform the future of the events and festivals industry.

The purpose of this study is to explore how artificial intelligence (AI)—in both its simple and complex forms—is being integrated and adopted across the sector. As someone working professionally in this field, your experiences and perspectives are essential to understanding the current landscape, identifying best practices, and shaping future approaches to innovation in events and festivals.

Why is this research important?
AI is rapidly transforming how events are planned, managed, and experienced. Tools such as automated customer service, biometric entry systems, predictive analytics, and generative content platforms are being deployed globally. Yet, little is known about the extent of their adoption, the strategies guiding their use, and the impact on event outcomes, professional values, and stakeholder experiences.

This research seeks to fill that gap by conducting one of the most comprehensive global surveys to date on AI adoption in the events and festivals industry.

Research Aim and Key Questions
The central aim is to critically examine the adoption and integration of AI across different types, scales, and geographical contexts of events, to understand how these technologies are reshaping industry practice. Key questions include:

• What types of AI technologies are currently in use across the sector?
• What motivates or hinders their adoption in different settings?
• How are event professionals experiencing the benefits and challenges of AI?
• In what ways does AI support or disrupt core values such as creativity, inclusion, efficiency, and sustainability?

Why participate? What are the benefits?
By taking part in this research, you will:

• Contribute to an authoritative global study with direct implications for industry policy and practice
• Help identify evidence-based best practices for the strategic and ethical integration of AI
• Be part of a global effort to understand the future of events in a digital age
• Receive exclusive access to the Executive Summary of the final report, including practical insights and recommendations
• Enhance your own professional knowledge and strategic foresight

The survey will take approximately 20 to 30 minutes to complete and includes a mix of multiple-choice and open-ended questions. It is available in English, and automatic translation tools will be provided to ensure accessibility across language groups.

To participate and access the survey, please click here.

The survey was developed in English. We recommend using Google Chrome as your web browser to access the Google Translate API if you wish to view the survey information in another language.

We deeply appreciate your time and contribution to this vital research. If you have any questions, please feel free to contact us directly.

With sincere thanks,

Prof. Milena Parent                                            Dr. Mike Duignan
University of Ottawa                                                  Director, Centre for Events and Festivals
milena.parent@telfer.uottawa.ca                           michael.duignan@univ-paris1.fr