We live in a time of fast-moving trends and viral buzzwords. It’s easy to become skeptical, but not everything is hype. Some developments in how humans interact look to be fundamental sea changes, and if your business depends on customer service, you will have to adapt.  

The idea that artificial intelligence (AI) will eventually replace humans has been gaining traction. The subject is embroiled in controversy, from enthusiastic pitches from start-ups and established corporations to dire dystopian warnings of what might be coming. This article is a deep dive into the subject. We’ll separate fact from fiction and focus on the key concepts you’ll need to familiarize yourself with for your business to thrive in the emerging tech-heavy commerce landscape.  

The Road to AI Customer Service

Technology will replace human labor: we’ve heard similar predictions about recent technological advancements, like the rise of interactive voice response (IVR) systems and the introduction of chatbots on websites. These innovations were hailed as game-changers, offering the potential to handle customer inquiries without human intervention, but they also raised concerns that the human factor was being crowded out.

It is undeniable that IVR systems and chatbots have transformed the customer service landscape. IVRs, for instance, can manage a significant portion of calls in customer service centers—anywhere from 55% to 95%, depending on the industry and the system’s efficiency. This automation can result in enormous cost savings, as live agent interactions cost between $3.00 to $6.50 per call, while IVR-based transactions can range from just $0.03 to $0.25 per minute.

Similarly, chatbots have become vital tools for sales and marketing teams, allowing potential customers to engage with a brand without speaking directly to a representative. By providing relevant information and guiding prospects through the early stages of the customer journey, bots have allowed companies to allocate expensive human resources more strategically, saving valuable time and money.

These advancements have found a place in event tech, especially in the realm of live, hybrid, and virtual events. AI can handle basic queries during live tech support or automate certain pre-event tasks and reporting processes post-event. Software bots can assist with answering frequently asked questions about event platforms, troubleshooting login issues, or providing step-by-step instructions for attendees.

However, despite the apparent financial advantages of AI-powered solutions, the technology still falls short in many ways regarding complex event scenarios. Production support, both during and after an event, often requires nuanced understanding and expertise that only humans can provide. A hybrid event going live might encounter unexpected issues, such as integration problems between virtual platforms and on-site equipment. These are situations where even the most advanced AI struggles, preserving the human touch as an irreplaceable asset.

As companies continue to adopt omnichannel support— a customer service strategy that aims to provide a consistent customer experience across multiple channels—such as integrating text, chat, social media, and phone support, the variety of ways customers can interact with brands has never been broader.  

However, this complexity also exposes AI's limitations. The importance of human support becomes even more pronounced in event production environments, where the stakes are high and the ability to think on one's feet and adapt to real-time changes is crucial.

While AI plays an essential role in automating routine tasks and improving efficiency, humans remain the critical component in delivering seamless, personalized experiences—particularly when managing the intricacies of live, hybrid, or virtual events. Therefore, balancing AI and human intervention is key to ensuring exceptional support across all phases of an event.

AI’s Role in Customer Service

The question is not whether AI can replace human support agents but how the two can work together. Finding the right balance between AI automation and human expertise is crucial in live and hybrid events, where the situation can become unpredictable and require nuanced, experienced human interaction.

AI vs. Human: Not A Competition—A Collaboration

AI is exceptional at handling routine queries and repetitive tasks, which allows human agents to focus on more complex or urgent issues. This division of labor helps event organizers manage large volumes of support requests, particularly in the pre-event and post-event phases.  

For example, chatbots can efficiently answer registration questions or guide attendees through using event platforms. At the same time, human agents are available to handle more complex production concerns, such as equipment malfunctions or integration failures between virtual platforms and live audio-visual systems.

However, the stakes are significantly higher during the live portion of an event, particularly in hybrid settings. Technical issues during a keynote address or an interactive session need immediate, expert attention. AI, while useful, cannot replicate the critical thinking, creativity, and empathy required to solve unexpected problems under pressure.

A chatbot may be able to explain how to refresh a stream. Still, it will not understand the nuance of a frustrated attendee who is missing a critical session or be able to liaise with technical crews to fix an on-site audio issue. Human agents possess the agility and intuition to resolve these problems and reassure clients, which AI still lacks.  

What is AI for Customer Service?

AI for customer service leverages machine learning, natural language processing (NLP), and predictive analytics to streamline repetitive tasks and improve operational efficiency. These tools provide quick, accurate responses to common inquiries, offer 24/7 support, and reduce the burden on human agents.  

Here are some critical applications of AI in customer service:

• Chatbots: These AI-powered assistants are increasingly used to handle customer inquiries during events. Whether answering FAQs, guiding attendees through login issues, or providing event schedules, chatbots offer fast, no-hassle solutions.

• Natural Language Processing (NLP): NLP helps chatbots and virtual assistants understand and respond to customer queries more naturally. In event tech support, this allows attendees to get information in a conversational tone without needing to adjust their language to suit the bot.

• Sentiment Analysis: AI can assess the tone of attendee messages and flag frustration or dissatisfaction. During an event, this can help identify which issues require immediate attention from a human technician.

• Automated Ticketing Systems: Software designed to handle incoming customer support requests without burdening representatives with repetitive tasks and processes. These systems can ensure that high-priority technical problems—such as video streaming errors or platform malfunctions—are escalated to human support staff during live events.

• AI-Powered Voice Assistants: AI tools can provide voice-activated support over the phone, answering basic tech questions or troubleshooting problems without human interaction. However, these systems often fall short when faced with more complex event scenarios.

• Predictive Analytics: AI analyzes past customer data to anticipate potential issues. For instance, it might predict high traffic during a specific session of a hybrid event and prepare automated support for common problems, such as platform logins or video lag.

• Personalization: AI tools can offer tailored recommendations or solutions to attendees based on their previous interactions or preferences, streamlining their experience during large-scale virtual and hybrid events.

AI, Human Intelligence, and the Future of Event Support

While AI offers automation and scalability, there is still a considerable gap between what AI can achieve and the irreplaceable qualities of human intelligence. Let’s take a closer look at what AI is, how it functions, and how it compares to human intelligence.

What is Artificial Intelligence?

Artificial intelligence refers to developing computer systems that mimic human cognitive functions. These systems are designed to handle tasks that typically require human intelligence—such as pattern recognition, decision-making, and language processing. But not all AI is created equal. There are various branches of AI, each with its level of complexity and specialization.

Here are the core types of AI that play a role in customer support:

• Machine Learning (ML): A subset of AI, machine learning focuses on creating algorithms that allow systems to learn from data and improve over time without being explicitly programmed. In event production, ML can help analyze attendee behavior patterns or predict potential technical issues based on historical data.

• Deep Learning (DL): Deep learning is a more advanced subset of ML that uses multi-layered neural networks to process large unstructured data. For instance, deep learning systems can analyze video streams from hybrid events to detect and resolve issues like low-resolution feeds or lag.

• Generative AI: This is a specialized form of AI designed to create new content. From generating automated event reports to crafting personalized follow-up emails, generative AI can handle specific post-event tasks without human intervention. Tools like ChatGPT and other models you might recognize excel in these areas.

Each of these AI types has its strengths, but they are all designed to assist with predefined tasks, improving efficiency without human oversight. However, when we talk about customer service in the context of live or hybrid events, the discussion goes beyond efficiency—it is about offering personalized, adaptive, and empathetic support that enhances the attendee experience.

What is Human Intelligence?

Human intelligence is vastly more complex and multifaceted than AI. It encompasses not just the ability to learn and apply knowledge but also emotional intelligence, creativity, problem-solving, and the capacity to empathize and connect on a personal level. These qualities set humans apart from machines, particularly when it comes to providing customer support.

Here is how human intelligence plays a crucial role in event tech support:

• Emotional Intelligence (EQ): Empathy is at the heart of exceptional customer service. Event attendees may experience frustration, confusion, or anxiety when encountering technical issues, and it is up to human agents to read these emotions and respond with empathy. While AI can identify frustration through sentiment analysis, only human agents can offer personalized reassurance and calming solutions in real-time.

• Creative Problem-Solving: In complex event scenarios, unexpected technical issues that do not have predefined solutions can arise. For example, during a hybrid event, sudden equipment malfunctions could occur, or the platform could experience a surge in traffic, causing delays. AI might suggest basic troubleshooting steps, but only humans can think outside the box, adapt quickly, and develop creative solutions that solve the problem without derailing the event.

• Empathy and Rapport-Building: The ability to connect with others on an emotional level is uniquely human. Event attendees may have questions or concerns beyond technical issues—they might need assistance navigating unfamiliar platforms or simply want reassurance that their experience will be smooth. Human agents can build rapport, understand deeper concerns, and offer meaningful support, ultimately enhancing the attendee’s overall event experience.

AI and Human Intelligence: A Necessary Collaboration

Rather than being in competition, AI and human intelligence work best when they complement each other. AI is excellent for automating routine tasks, handling repetitive inquiries, and analyzing large datasets quickly. But human intelligence is irreplaceable when it comes to nuanced problem-solving, creative thinking, and delivering empathetic, personalized support.

In event production, AI can assist by:

• Pre-Event Support: AI chatbots can handle attendee registration, answer common questions, and guide participants through the platform setup. This automation frees human agents to focus on more complex inquiries, such as addressing technical requirements for hybrid attendees or resolving issues related to custom integrations.

• Live Event Support: AI can monitor the technical performance of the event platform in real-time, predicting potential failures and offering immediate solutions for common issues. If a live feed drops or a speaker’s audio fails, human technicians have the expertise and creativity to resolve these issues under pressure.

• Post-Event Analysis: AI tools, especially those utilizing machine learning and deep learning, can analyze attendee engagement data, providing insights into user behavior and satisfaction levels. This data can be invaluable for improving future events. However, human experts are required to interpret this data in context, providing meaningful insights and recommendations tailored to the event's specific goals.

The Future of AI in Event Customer Service

As AI continues to evolve, its role in customer service for live and hybrid events will grow. Predictive analytics, for instance, could enable companies to address technical issues proactively before they occur.  

Thanks to advances in natural language processing, chatbots may become more conversational, making them even more effective at handling routine tasks. Generative AI will streamline many post-event tasks, such as generating reports and creating follow-up communications.

The future of customer service in event tech lies not in choosing between AI and human agents but in skillfully blending both. AI is a powerful tool for managing routine inquiries, streamlining operations, and generating data-driven insights, all of which can enhance efficiency and reduce costs. Yet, the human touch remains essential, especially regarding real-time problem-solving, creative adaptation, and empathizing with attendees—qualities that AI still cannot replicate.

As the symbiotic relationship between AI and human agents continues to evolve, the synergy between them will define the next generation of customer service, creating richer, more responsive interactions that elevate the attendee experience and support business growth in an increasingly digital landscape.