Final B Inspired meeting at Soho House in Hong Kong. Photo Credit: Broadsword
Enhancing audience engagement, localisation and targeted messaging and an expanded use of AI were identified as key emerging MICE trends at a recent event in Hong Kong hosted by events specialist Broadsword.
Embracing storytelling, technology, and gamification
According to the agency, storytelling is taking on greater importance in presentations, especially when information and content may not be inherently engaging. There’s also a new emphasis on technology, including biometrics, more visual interactions and emerging tools such as AR, VR and mobile holograms.
The event highlighted how futuristic-sounding holograms, which have already been tested, could be a strong tool for enhancing immediacy and interactivity with guests, as well as ensuring that key figures can attend events around the world. Broadsword video producer Calvin Au cited a post-screening Q&A between filmmakers in Beijing and audiences in Hong Kong with the Hong Kong International Film Festival in 2022 as an early example.
Adrian Lo, partner and head of market researcher and consultancy Ipsos Strategy3 said: “During Covid we all learnt how to use virtual interactions in a business setting. The hot topic now is mixed realities and how to use those. There will be better headsets within five years and this tech will play a crucial role in new, more interactive interactions.”
As younger professionals enter the MICE scene greater gamification is expected, as well as mobile-based content for delivery by phone in advance of events. Broadsword strategy director Matt Green likened this pre-content as both a teaser for attendees and a strong communications channel for brands.
AI, ethics, and behavioural science
Another tool with the potential to reshape the event scene is behavioural science that uses AI to extract information. The concept involves using data points from multiple events in multiple regions globally and interpreting how an event’s information is processed. Broadsword has been experimenting with sharing such identical content for a key client in Europe, the Middle East, the Americas, Asia Pacific and analysing responses.
“Culturally, people take in information in different ways, and we found different response rates from the different regions,” said Green. “Using the data points we’ve been able to present the same content to each region that speaks to them more effectively. In doing so we've saved the organisation a lot of money by not flying everyone into London for a week – and we’ve seen retention and engagement rates increase. That’s a positive way to use AI.”
A need for transparency in ethics was also discussed, with ethics seen on an equal footing with environmental responsibility, as an operational demand, and emerging as a requirement among clients. Broadsword recently became one of 7,000 companies worldwide to earn B Corp certification, which demonstrates an organisation’s use of “business as a force for good, demonstrating that people and planet matter as much as profit.”