TALKING AI: Jim Spellos, president of Meeting U, speaks with attendees following his IAVM VenueConnect session on using artificial intelligence to automate some tasks. (James Zoltak/Staff)

Expert offers a primer on emerging AI tools

PORTLAND, Oregon — The development of generative artificial intelligence offers venue operators and their staff revolutionary new tools for automating tasks, but there are specific ways of asking for what you want, and some caveats to be aware of, according to an expert dedicated to helping people better understand and employ the technology.

Jim Spellos, a former adjunct professor at New York University, served up a primer on using new technologies at VenueConnect 2024, the International Association of Venue Managers annual conference and trade show, July 28-31 at the Oregon Convention Center.

At a panel session, Spellos discussed the capabilities and limitations of generative AI tools like ChatGPT, highlighting their ability to generate new content, but also their tendency to make mistakes.

To use AI language models effectively, give clear instructions, provide context and structure prompts carefully, Spellos advised.

There is a cost involved, but it is probably worth it, he said.

“Get over the fact that these things have fees,” Spellos said. “Does your facility have a fee when people come in there?”

Many have preview free trial options to “make sure it’s worth spending the money,” he noted.

Other tools can assist in event planning, marketing and content creation tasks like writing, slide deck creation and video editing.

ChatGPT, a chatbot and virtual assistant tool launched two years ago, allows for customization that users can create themselves with a few clicks and some input prompts.

Spellos showcased a variety of AI tools beyond ChatGPT that can be used for image generation, video editing and audio creation.

Understanding AI’s capabilities and limitations and using it as a collaborative tool rather than employing it to replace human expertise is crucially important, Spellos said.

Other advice Spellos had for live entertainment venues included exploring tools like Claude and Copilot to assist with a event planning and logistics, promotional content creation, website and slide deck development and video editing and content summarization.

He encouraged attendees to experiment with customizing AI models to one’s specific needs, such as creating a “venue finder” GPT model to help users find appropriate event spaces.

Spellos advised people to stay up-to-date on fast-changing developments in AI capabilities and tools, which already include capabilities for analyzing venue data and generating insights like summarizing customer reviews and identifying trends.

Other advice:

—Explore using AI-generated imagery and video content for marketing and promotional purposes, such as creating event posters or highlight reels.

—Utilize AI assistants like Copilot to help with administrative tasks like scheduling, email drafting, and report generation.

—Experiment with AI-powered audio and music generation tools to create unique soundtracks or background music for events.

—Integrate AI-driven chatbots or virtual assistants to provide customers with self-service information and support.

—Consider using AI-powered predictive analytics to forecast attendance, optimize pricing, and improve operational planning.

Spellos’ words of caution included:

—Be aware of the potential for AI-generated content to contain biases or inaccuracies.

—Carefully review and edit any AI-produced materials, ensure that the use of AI is transparent to customers and complies with relevant data privacy regulations, recognize that AI is not a replacement for human expertise and judgment and maintain a balance between AI-driven automation and human oversight.

—Stay vigilant for potential security risks or vulnerabilities introduced by AI systems, and implement appropriate safeguards; and

—Monitor the evolving landscape of AI regulations and guidelines to ensure your venue’s use of the technology remains compliant.

“Many people (ask), well, why am I even going to be necessary?” he said.

“AI won’t replace you, but someone who knows AI better than you might,” Spellos said.

“Would you hire somebody right now who said, ‘Well, I’ve never used Google before, and I don’t know Excel,” he asked. “No. You wouldn’t.”

Editor’s note: This story was written with the assistance of AI.