(Posted 10th July 2025)
Traditional networking can be painfully hit-or-miss. Think quiet, awkward gatherings where strangers sporting name badges exchange polite small talk, hoping chance encounters might spark meaningful business connections. Most don't. But artificial intelligence, best known for streamlining and automating processes, has an unexpected superpower: the ability to deliver events where the right people are in the right room at the right time.
AI is transforming networking into intelligent, insight-driven engagement and turning conferences
into purposeful, precision-engineered events that facilitate multiple connections from across the
globe.
“The biggest trend at the moment is hyper personalisation,” says Carol Weaving, MD of RX Africa.
“This is where event organisers work hard to understand a delegate’s individual needs and preferences, so we can craft experiences that resonate, design programmes that add value, and importantly, bring people back year after year.”
For large trade events – like WTM Africa – that host exhibitors and match buyers with suppliers,
personalisation is key. And where AI is delivering powerful, measurable results.
MICE Matchmaking : Facilitating Smarter Connections
The ability to facilitate meaningful connections is an increasingly important skill in the meetings,
incentives, conferences and exhibitions (MICE) industry.
As Weaving explains, AI algorithms now help match buyers with the most relevant exhibitors or
suppliers – based on their profile data, past event attendance, feedback and preferences – to create
meeting schedules that deliver powerful ROI.
Calendar Coordination
“AI-powered matchmaking and scheduling tools are extremely valuable,” says Weaving. “Not only can we match buyers and suppliers, but the system suggests optimal meeting times based on real- time availability – which means delegates can maximise their show days and fill their calendars with high-quality, mutually beneficial meetings. And once diaries go live, we’re able to guide users with AI-powered FAQs and intelligent prompts.”
Clever Communication
Traditional events often suffer from a critical flaw: they treat engagement as a one-time interaction
rather than an ongoing relationship. AI changes this by creating continuous touchpoints that adapt
to individual attendee behaviour.
Automated trigger communications react dynamically to user actions, personalising messages based
on where someone is in their event journey. Haven't booked meetings yet? AI sends targeted
suggestions. Missed setting up your diary? A personalised nudge arrives with simplified next steps.
This responsive approach transforms passive attendees into active participants. Even FAQ chatbots
have evolved, using conversational AI to provide live, contextual assistance rather than simply
providing static answers.
“Planning an event of any size comes with hundreds of moving parts, but streamlining certain processes with AI, including traditionally admin-heavy, repetitive tasks, means we can reduce errors and ensure that we don’t drop any balls,” explains Weaving. “But more importantly, it means we can enhance the attendee experience from start to finish.”
Tailored Programming
This is because AI can help organisers identify trends and patterns in attendee data. By analysing
data ahead of time – including previous event behaviour, roles, responsibilities and interests, event
planners can design compelling content programmes – and offer personalised recommendations for
speakers, content sessions and networking opportunities.
Bottom-Line Impact
RX Africa’s parent company, RELX Global, has been embracing artificial intelligence technologies for
well over a decade – using AI tools to create effective solutions (and a competitive edge) for
clinicians, researchers and educators, not to mention legal, HR and even aviation professionals
across the globe.
RX Africa is adopting the same mindset when it comes to worldclass events. And it makes sense. For
venue operators and event planners, AI delivers measurable business benefits. Venues can now
predict trends and forecast industry demand with greater accuracy, enabling better planning and
resource allocation. Attendees experience more relevant connections, leading to higher satisfaction
scores and increased likelihood of returning.
As Weaving explains, the technology is creating a virtuous cycle: better data leads to better
matching, which generates more engagement, which produces richer data for future events.
“As AI continues to evolve, the MICE industry is moving toward a future where every interaction is intentional, every connection has purpose, and every event is sustainable, inclusive, customisable, and rich in content.”
