Webinar
The AI toolkit for event organizers: the tools you need and how to use them
29th July 2026 | 4pm UK | 11am ET | 8am PT
Who you'll learn from
Ellen McCormack Head of EMEA Sales, Clay |
Ana Williams Founder, The Hook Studio |
Hew Leith SVP of Marketing, Grip (host) |
In the last webinar we made the case for how AI will reshape the business of events. In this session we are going to give you the AI tools and the power to deploy them.
If you run commercial events, you have heard plenty about AI's potential. What you probably have not had is someone showing you the actual tools, the ones working event teams are using right now to grow audiences, protect market share and cut the hours lost to manual work. This session fixes that.
We will walk through a practical toolkit across the areas where AI is already delivering for organizers: audience growth and matchmaking, sponsor and exhibitor value, and the operational grind that eats your team's week.
Then we will go a step further, into the tools most organizers have not even thought about yet: the AI "second brain" that turns your scattered notes, transcripts and reports into an always-on knowledge engine, and the agentic systems that do not wait for instructions but act on your goals.
This is a practical tools session to help commerical organizers, NOT a strategy session. You will leave with a concrete list of AI tools and a clear sense of which ones are worth your time.
🔍 What we’ll cover:
🛠️ The organizer's AI stack: A practical map of the tools that matter, sorted by what they actually do for your event business. No hype, just what works.
🧠 Build a "second brain" for your event business: Turn every sales call, transcript, report and post-event survey into a living knowledge base you can ask questions of. The tools that mean your team stops losing what it already knows.
🤖 Put AI agents to work: The leap from tools that answer to agents that act. Set a goal like "fill the next regional event" or "revive last year's no-shows" and let an agent run the multi-step workflow. What is real today, and where to start safely.
📣 AI for marketing and audience growth: The tools event marketers are using to produce content faster, personalize outreach at scale, and fill seats without growing the team.
🤝 Smarter matchmaking and engagement: How AI-driven recommendations and agentic tools are creating better connections for attendees, and why that protects your renewal rates.
💵 Proving and growing sponsor value: The tools that help you show sponsors a return and uncover new revenue, from intent data to lead intelligence.
⚙️ Automating the operational grind: Where AI removes the slow, repetitive work in registration, support and event setup, and how to implement it without disruption.
🚀 Where to start on Monday: A clear, prioritized shortlist so you know which tools to pilot first and which to leave for later.
🧭 Who should join:
This session is built for commercial event organizers, exhibition directors, marketing leads and operations managers who want to move from talking about AI to actually using it.
Register now
🎤 Panelist:
Ellen McCormack, Head of EMEA Sales, Clay
Ellen leads EMEA sales at Clay, the AI-native platform that has become one of the most talked-about tools in go-to-market. She is building Clay's European business from the ground up, working at the front line of how AI is changing the way teams find buyers, enrich data and run outreach at scale. Before Clay she led Europe at Watershed and held senior partnership roles at Stripe, giving her a rare view across both high-growth scaling and enterprise GTM. She brings a practitioner's perspective on which AI tools actually earn their place in a working revenue operation, and how to put them to work.
Ana Williams, Founder, The Hook Studio
A B2B marketer and event strategist with nearly 20 years in the industry, Ana recently judged the Event Technology Awards: AI Edition, giving her a front-row view of the AI tools modern event teams are actually using. She founded The Hook Studio to help companies turn events from a budget black hole into a high-impact, revenue-driving channel, and was named one of the Top 30 Most Influential Marketers in B2B SaaS by Finite.
Hosted by:
Hew Leith, SVP of Marketing, Grip