Elevating Event Production with AI Tools

As artificial intelligence (AI) emerges as a redefining force in creative event production, curiosity is key. Experimenting with prompts helps Hartmann Studios’ production designer, Greg Sullivan, leverage industry-disrupting tools to inspire and streamline his work.

He’s defined his dynamic career around constantly learning to meet the next wave of technological advancements. In the mid-1990s, when Greg Sullivan was in architecture school, 3D rendering tools like CAD were just beginning to overtake hand-drawn designs. In experiential marketing, he built a portfolio around pushing newer forms and established himself as a “rock and roll stage designer” for MTV and VH1 award shows at the height of their cultural influence.

“Doing something new is rewarding,” Greg says. Especially when he gets to showcase his skills on global stages.

Greg’s blend of technical expertise and boundary-bending imagination has helped Hartmann Studios stage a wide variety of events. Computer-assisted creative technology enhanced the production process for legendary Oracle parties to deliver multi-faceted hybrid and virtual events. Now, as large language models go mainstream, Greg is a trusted resource for event designers who want to weave these tools into elements of event production.

Tip 1: Define AI’s Role in Creative Process Enhancement

As human experts, event designers should think of AI tools as assistants that bring strengths and weaknesses to the job. Acting as the “boss” of technology, you can turn ideas into concepts and reduce busy work.

Strengths of AI tools

• Amazing reach of knowledge
• Direct, concise answers
• Contextual understanding and natural language processing
• Conversational interaction
• Personalized answered formats

AI tools can create wild images, code animation, generate video and draft scripts. They can help you brainstorm themes, games and programming and summarize attendee feedback. Event designers can turn to AI for ideas on how to refresh a run-of-show, research best practices and generate templates, questionnaires and visuals—among other uses.

The technology has its weaknesses, too. AI-generated responses are not always 100% accurate. These tools rely on pattern recognition and can generate misleading and incorrect responses to your prompts. Greg recommends cross-referencing and editing answers given by AI “associates” and using these tools to augment the work of real experts on your team. Don’t let AI take you down a wormhole, or overlook inconsistencies that will impact audience trust. (We’ve all seen an oddly-placed arm in an AI-generated avatar!)

Tip 2: Use AI Tools as the Starting Point for Creativity

“It’s easy to get stuck in your own ideas,” Greg says.

Traditionally, brainstorming and concept development required hours of manual work. Using AI accelerates the process by illuminating ideas in seconds. AI-powered tools like generative design software and real-time rendering platforms allow designers to iterate quickly, experiment with different concepts, and refine visuals with unprecedented speed.

As set design becomes more dependent on video, these capabilities are especially powerful. Toggling between AI platforms, event production teams can craft exciting, multi-dimensional audio and visual elements that amplify brand messaging in new ways.

Related: Get an event production expert’s take on engaging main stage strategies.

Tip 3: Gain Faster Buy-in Through AI-Generated Creative Event Concepts

Greg uses a football metaphor to describe AI’s impact on his workflow. Creating on his own, he can get an idea 20 yards down the field before it’s time to pitch. Collaborating with AI tools can get his concepts to 60 or 70 yards—closer to their full potential.

Greg likes to include a variety of inspirational images from his existing portfolio alongside AI-prompted ideas to define a layered, rich vision that’s rooted in reality. Compelling, AI-supported proposals build client buy-in around the look of the show and advance designs to the next phase, faster.

This efficiency conserves time and empowers creative teams to pursue more ambitious projects and innovative approaches. For example, Greg incorporated AI-generated renderings into the pitch for the APEC Leaders Week, which helped decision-makers understand the vision for a “truly epic” event.

Tip 4: Leverage Impactful AI Applications Across Event Production

Embracing AI in event production means more than just using new software. It’s about leveraging technology to push creative boundaries and improve efficiency. AI-driven tools enable event producers to automate tedious tasks, generate innovative design concepts, and enhance decision-making with data-driven insights.

These technologies facilitate real-time rendering, intelligent lighting systems and predictive analytics, helping teams work smarter and faster. By incorporating such AI into workflows, event professionals can focus more on storytelling and attendee engagement. Interactive activations that include AI-powered virtual and augmented reality experiences enable brands to exceed audience expectations.

AI-driven content creation isn’t the only area where event production teams can embrace these tools.  Automated scheduling and real-time audience analytics are also reshaping event planning and execution.

Related: How to integrate storytelling elements with an event’s environmental design.

Future Outlook on AI in the Creative Industry

Looking ahead, AI will make event production even more dynamic, efficient, and immersive. As technology evolves, emerging tools like Event AI Copilot will grow more sophisticated, allowing for hyper-personalized experiences and deeper audience insights.

Event professionals who embrace AI today will be better positioned to lead the industry into the future, crafting experiences that are not only visually stunning but also strategically impactful. By combining human creativity with AI-powered innovation, the possibilities for the future of event production are limitless.

See how technology can bring extra magic to the moment with event production examples in our new lookbook.