USE OF INFORMATION TECHNOLOGIES AND ARTIFICIAL INTELLIGENCE IN EVENT ORGANIZATION

Abstract

The article examines the current state and prospects of using information technology (IT) and artificial intelligence (AI) in the field of event organisation, as well as their impact on the effectiveness of event preparation and implementation. Particular attention is paid to digital tools that enable process automation, big data analysis, participant behaviour forecasting, and logistics optimisation. The main advantages of AI integration are considered, in particular, increased personalisation of interaction with visitors, event security, effective resource management, and improved communication with the audience. An analysis of recent research and practices, both in Ukraine and worldwide, shows that the use of digital solutions contributes to increased participant engagement, reduced time spent on management tasks, and the creation of new interactive and creative event formats. At the same time, key obstacles that slow down the implementation of innovations have been identified, including low levels of specialist qualifications, limited funding, insufficient adaptation of technologies to the needs of specific events, and uneven digitalisation in the Ukrainian event industry. Using events such as IT Arena (Lviv, Ukraine) as an example, it has been shown that modern conferences and technology events successfully use IT and AI to manage large flows of visitors, ensure cybersecurity, and integrate specialised content, demonstrating the possibility of holding large-scale events even in the face of complex socio-political challenges. The potential of AR/VR, Digital Twin, IoT, blockchain, and interactive platforms for scenario forecasting, participant comfort control, and audience engagement is also explored. Examples of automated systems for analysing human flows, assessing risks and making real-time decisions are highlighted, which not only improves the safety and efficiency of events, but also creates a more personalised experience for each participant. The results of the study can be used to develop digital transformation strategies in the field of event management, improve the qualifications of specialists, and create competitive, technologically innovative, and safe events.