How AI Saved Our Events Team Thousands for INBOUND ’24

During the initial planning phase for INBOUND 2024, HubSpot’s Global Events Team contemplated its creative direction. From the outset, they aimed to leverage the immense possibilities of artificial intelligence, a tool that has revolutionized event management and helped the team save thousands of dollars.

The team seamlessly incorporated AI to enhance pre-production processes, utilizing platforms such as Midjourney for dynamic visuals and Claude for tailored agendas.

How AI Transformed Our Visuals

For INBOUND 2024, a fresh approach to interstitials was on the agenda. In previous years, these visuals were static. This time, the team aimed to capture attendees’ interest and spark conversation using AI-generated designs. As AI has proven indispensable in enhancing event visuals, former HubSpot production manager Sav Aaver collaborated with design expert Eduardo Garcia-Lopez. They explored AI tools like Topaz and Runway to elevate branding elements. Thus, AI not only saved resources but also enhanced creativity.

AI-Driven Creative Process

In pursuit of innovation, the team dedicated a month and a half to creating 28 captivating video snippets for diverse screen formats. Starting with baseline graphics, Eduardo enlisted Midjourney’s assistance to evolve these visuals. The collaborative creative journey illustrated the AI’s potential to transform concepts into reality, ensuring the output remained in harmony with INBOUND’s identity. Through iterative revisions, the final graphics amused and inspired attendees across various event stages.

Personalized Event Agendas with Claude

Simultaneously, the Global Events Team used Anthropic’s Claude to craft personalized agendas. Matt Diaz, the team lead, praised Claude’s security features, as it doesn’t retain user data. It facilitated the creation of comprehensive itineraries for a diverse audience. The AI-driven strategy enabled swift adaptations and ensured logistical precision.

Notably, the agenda development, which spanned mere hours, illustrated AI’s financial efficiency. Traditionally, such endeavors would demand substantial time and investment. Utilizing Claude, distinct attendee profiles were generated, such as the AI-Driven Leader and Go-To-Market Strategist. To maximize outreach, these agendas were integrated into an interactive “Choose Your Own INBOUND Adventure” quiz, engaging attendees on a personal level.

AI’s role at INBOUND 2024 exemplifies its capacity to revolutionize event planning and enhance attendee engagement. For those interested in AI’s transformative potential in marketing, exploring further insights can be beneficial.

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