I’m thrilled to sit down with Katarina Railko, our esteemed hospitality expert, who has honed her craft in the travel and tourism industry. With a deep passion for entertainment and events, particularly expos and conferences, Katarina brings a wealth of knowledge and insight to the table. In this conversation, we dive into the evolving role of AI in agencies, the shifting dynamics of the industry landscape, the enduring value of human connection, and the art of navigating crises with poise. Join us as we explore how these elements shape the future of event planning and agency management.
How do you see AI transforming the everyday operations of agencies in the events and hospitality space?
AI is revolutionizing how agencies operate, especially in areas like events and hospitality. It’s speeding up processes that used to take hours—like brainstorming ideas for an expo or analyzing client proposals. Tools can now generate visuals for event setups or personalize attendee experiences in a fraction of the time. I’ve seen teams use AI to summarize complex data or even translate materials for international conferences instantly. It’s a game-changer for efficiency, allowing us to focus more on strategy and client relationships rather than getting bogged down in repetitive tasks.
What do you think are the most significant advantages of integrating AI into tasks like event planning or creative ideation?
The biggest advantage is the sheer speed and scale AI offers. For event planning, it can churn out multiple concepts for themes or layouts in minutes, giving us a starting point to refine with human creativity. It also helps with personalization—think tailored agendas for conference attendees based on their preferences, all done automatically. Plus, AI can analyze past event data to predict trends or attendee behavior, which is invaluable for crafting memorable experiences. It’s like having an extra team member who never sleeps, constantly generating insights.
What challenges or risks have you encountered when agencies lean heavily on AI tools?
One major challenge is the loss of authenticity. AI-generated content can feel generic if not carefully curated, and in hospitality, personal touch is everything. There’s also the issue of accuracy—AI might misinterpret context or data, leading to flawed outputs that could mislead clients if not double-checked. Another concern is compliance; agencies must be cautious about where data is stored or how it’s used, especially with sensitive client information. These risks aren’t insurmountable, but they require vigilance and a clear understanding of AI’s limitations.
How can agencies ensure they’re using AI responsibly, particularly in terms of accuracy and ethical considerations?
Responsibility starts with oversight. Agencies need to treat AI outputs as drafts, not final products, and always have a human in the loop to verify accuracy and context. Transparency with clients is key—disclosing when AI is used builds trust. Ethically, it’s about understanding data privacy laws and ensuring compliance with regulations, especially for events involving international stakeholders. Regular audits of AI tools and their data usage can help catch potential issues early. It’s all about balancing innovation with accountability.
What steps should agencies take to address the environmental impact of AI, such as energy and water consumption?
Environmental impact is a growing concern with AI, especially since data centers consume massive amounts of energy and water. Agencies can start by partnering with AI providers who prioritize sustainable practices, like using renewable energy sources. Internally, optimizing AI usage—running only necessary processes and avoiding overuse—can reduce the carbon footprint. It’s also worth educating teams about the environmental cost of digital tools and factoring this into broader sustainability goals for events. Small, mindful steps can add up to a big difference.
Why do you believe human connection remains so vital in an increasingly tech-driven industry like events and hospitality?
No matter how advanced technology gets, events and hospitality are ultimately about people. Human connection builds trust, which is the foundation of any successful client relationship or event experience. Technology can streamline logistics, but it can’t replicate the empathy, intuition, or cultural nuance that a person brings. For instance, understanding a client’s unspoken needs during a conference planning meeting or calming a nervous speaker before they go on stage—that’s human magic. It’s what turns a good event into an unforgettable one.
How can agencies foster trust with clients through their communication approach?
Trust comes from clarity and honesty. Agencies should communicate with confidence, setting clear expectations about what’s possible and where boundaries lie. I’ve found that being upfront about challenges, rather than overpromising, actually strengthens relationships. Regular check-ins, active listening, and adapting your tone to match the client’s style also go a long way. It’s about showing you’re on their side, whether you’re planning a small meeting or a massive expo. Transparency in every interaction is non-negotiable.
In your experience, how does breaking down a crisis into manageable timeframes help in high-pressure situations?
Breaking a crisis into timeframes—like focusing on the next three seconds, three minutes, or three hours—helps keep panic at bay. It forces you to prioritize immediate actions without getting overwhelmed by the bigger picture. For example, during an event where a key speaker cancels last minute, those first few seconds are about staying calm and acknowledging the issue. The next few minutes are for brainstorming quick fixes, and the following hours are for executing a backup plan. This approach keeps your head clear and ensures you’re addressing the most urgent needs first.
How can leaders demonstrate grace under pressure, and why does it matter in crisis management?
Grace under pressure means staying composed, even when everything feels like it’s falling apart. It’s about projecting calm to your team and clients, making decisions with clarity, and owning up to mistakes transparently. I’ve been in situations where a technical glitch disrupted a major conference, and staying steady helped reassure everyone we’d find a solution. It matters because it builds confidence—people look to leaders for stability in a crisis. If you’re frazzled, that anxiety spreads, but grace can turn a tough moment into a display of strength.
What’s your forecast for the future of AI in the events and hospitality industry over the next few years?
I believe AI will become even more embedded in our industry, evolving from a tool for efficiency to a core part of strategic planning. We’ll likely see smarter personalization for events, with AI predicting attendee needs before they even articulate them. However, I also foresee a stronger push for balance—agencies will need to pair AI with human oversight to maintain authenticity and trust. The challenge will be navigating ethical and environmental concerns as adoption grows. It’s an exciting time, but it’ll require us to stay adaptable and grounded in our values.
