IMPACT OF MODERN TECHNOLOGIES ON THE OPERATIONAL EFFICIENCY AND EMOTIONAL PERCEPTION OF EVENTS

ABSTRACT

The article examines the impact of modern technologies on the operational efficiency and emotional perception of events. Special attention is paid to the role of artificial intelligence as a key factor transforming the event industry and enhancing the manageability of event operations. Based on the analysis of market trends and contemporary approaches to mass event management, the study proposes an original technological model for organizing high-quality events. A case of its practical implementation is presented, demonstrating measurable improvements in both emotional response and operational efficiency. The study concludes that technological advancement plays a strategic role in shaping competitive and experience-oriented event practices.

АННОТАЦИЯ

В статье исследуется влияние современных технологий на операционную эффективность и эмоциональное восприятие мероприятий. Особое внимание уделено роли искусственного интеллекта как фактора трансформации ивент-индустрии и усиления управляемости организации событий. На основе анализа рыночных трендов и подходов к управлению массовыми мероприятиями разработана авторская технологическая модель организации качественных ивентов. Приведен пример ее практической апробации, доказывающий полученные эффекты повышения эмоциональной реакции и операционной эффективности. Сделан вывод о стратегическом значении технологизации для формирования конкурентоспособных событийных практик.

Ключевые слова: современные технологии в ивент-индустрии, ИИ в организации событий, операционная эффективность событий, эмоциональность событий, эмоциональное восприятие событий через технологии.

Keywords: modern technologies in the event industry, AI in event management, operational efficiency of events, event emotionality, emotional perception of events through technology.

Introduction. The contemporary event industry represents one of the most dynamic and technologically oriented segments of the global economy, whose development is driven by both economic and innovation-related factors. Existing industry research indicates that in recent years the United States and the broader North American region have established a global network of technological innovations in the field of event planning, organization, and execution. For example, according to the analytical review North America Events Industry Market, the volume of the regional event market reached USD 464 billion in 2024 and is projected to grow to USD 1.58 trillion by 2035, with a compound annual growth rate (CAGR) of 11.78% (Fig. 1) [8].

Figure 1. Volume and dynamics of the event organization market, USD billion (compiled by the author based on the North America Events Industry Market)

Since the United States is a strategic market for the development of the event industry, it is important to emphasize that it is precisely this market in which advanced infrastructural, technological, and behavior-oriented innovation processes are unfolding. In particular, the trend toward technological integration in the U.S. event market occupies a central position, shaping not only the organizational dimension but also the emotional and psychological experience of event participation. According to a report by Grand View Research, the U.S. event management market was valued at USD 285.18 billion in 2024 and is expected to grow to USD 471.44 billion by 2033, with growth driven by hybrid event formats, AI-powered analytics, virtual and AR/VR solutions, and a rising demand for personalized attendee experiences [10]. Thus, the technological foundation of event organization increasingly serves as a product-defining factor influencing operational efficiency. Simultaneously, the market for event management software is undergoing structural transformation: as reported in the Event Management Software Market, technological solutions are expanding across planning, audience management, behavioral analytics, and financial flow optimization. The U.S. market demonstrates the fastest adoption of AI tools, automated CRM modules, contactless interaction systems, and predictive analytics, owing to the country's leadership in technological development. These technologies often become a key source of competitiveness for organizers by reducing costs and accelerating event preparation processes [5].

Another study (Events Industry Market Research 2035) shows that the key directions of global industry development include personalization, hybridization, and emotion-driven design, all of which are increasingly amplified by technological solutions [6]. The emotional richness of an event is increasingly constructed through digital mechanisms—such as spatial design supported by immersive visual technologies, interactive AR zones, mobile applications used as instant feedback channels, and hybrid communication formats that connect offline and online participants simultaneously. Importantly, it is not only the form that matters but also the ability of technologies to create a sense of psychological “presence,” intensify impressions, and consequently shape participants’ subsequent behaviors. Academic literature offers its own perspectives on the influence of technology on event organization; for instance, J. Chen, S. Jung, and L.A. Cai conclude that technologies act as mediators of emotional experience, fostering event-oriented audience engagement. The authors emphasize that technology-enhanced engagement amplifies participants’ emotional responses and generates new forms of interaction linked to digital personalization and the capabilities of specific technological solutions [4]. Fundamentally, the authors’ arguments align directly with U.S. market trends, within which technologies function as a key driver of increasing attendee satisfaction and sustaining audience loyalty.

Thus, the relevance of this study is determined by the dual nature of modern technologies in the event industry. On the one hand, technologies enhance operational efficiency by enabling automation of event preparation and management, optimizing team performance, and reducing organizational risks. On the other hand, technologies act as catalysts for emotional responses that shape a qualitatively new experience of event participation. It is at the intersection of these rational and emotional dimensions that a new model of events is emerging, and the examination of its underlying mechanisms forms the basis of the present study.

The aim of the study is to characterize the impact of modern technologies on the operational efficiency and emotional perception of events.

Research methodology. The theoretical basis of the study consists of open industry reports, aggregated data, and scholarly publications addressing emotionality, technologization, and the development of the event industry. The study employs methods of comparative, generalizing, and descriptive analysis, as well as design and modeling approaches.

Results and discussion. When examining current trends in the technologization of the U.S. event industry, it is important to note that, according to contemporary literature [7; 9; 11], the country is characterized by a set of distinctive trends that define specific boundaries and features of technological influence on the industry (Fig. 2). Summarizing these trends, it can be stated that, for the most part, technologies act as a driver of development, cost reduction, and improvements in the processes of planning, organizing, and further advancing events. Technologies enable the formation of a new type of experience, and for each trend, there are identifiable effects of technological impact on the event industry.

Figure 2. Technologization trends in the U.S. event industry, compiled by the author based on [7; 9; 11 et al.].

Logically, in the context of modern trends, event management is actively evolving and transforming toward the integration of classical event-management models with innovative, technologically mediated capabilities. As noted earlier, the technological framework determines the quality of preparation, organization, and the emotional character of events. At the same time, the event management system itself can be viewed as a complex project-oriented process in which analytical tools, safety technologies, digital communication channels, and the ability to assess audience reactions in real time play a crucial role.

In event planning, as rightly noted by S.G. Ermakov and co-authors, the most in-demand approach remains the one based on the event life cycle and its formalized stages and processes. The authors emphasize that most difficulties in event management arise from the absence of a systematic approach, intuitive rather than structured organization, weak planning, unclear goals, and the lack of well-defined business processes [2]. An equally significant aspect is risk management, especially given the instability of the economic environment and the challenges associated with working with large audiences; for this reason, the development of event management follows a trajectory of adaptability and readiness for change. Organizers must be able to rapidly reconfigure processes, reallocate resources, and maintain continuous interaction throughout the event [1].

Critically evaluating the authors’ arguments, it becomes evident that technologies serve as an essential supporting tool for event management; moreover, the role of AI as a universal management instrument is now viewed as fundamental. AI enhances human competencies and, at the functional level, enables organizers to promptly identify deviations during an event, collect audience data, predict bottlenecks, and anticipate peak loads. Thus, technologization increases the manageability of events and reduces the likelihood of disruptions at various stages of their organization. Alongside AI, many other solutions are also in demand [3], applied situationally depending on the specific phase of the event (Table 1).

Table 1.

Event management and planning tools, compiled by the author

Thus, it is evident that due to modern technologies, event management becomes an end-to-end digital process in which higher-quality organization of earlier stages positively influences subsequent ones. It is also important to separately emphasize the impact of technological sophistication on participants’ emotional perception of an event, since:

— systemic security creates a sense of safety at large-scale events;

— digital navigation simplifies movement, optimizes crowd flow, and distributes activity;

— immersive zones enhance satisfaction and the degree of engagement;

— real-time communication fosters a feeling of control and care on the part of organizers;

— social media amplify the effect of an event’s “social significance,” serving as a platform for marketing, etc.

Based on the above, the author proposes an approach to organizing high-quality events through their emotionally and technologically mediated perception (Fig. 3).

The proposed conceptual model represents an end-to-end technologically mediated system in which emotional perception serves as an integrative indicator of management quality, and technologies function as a tool for its intentional construction. Its foundation lies in the synergy of human creativity, human potential, and AI-driven capabilities. The model is guided by the principles of analytical precision, organizational resilience, and emotional variability, which together enable the creation of events that are both operationally efficient and emotionally expressive in their impact on the audience.

Figure 3. Technological model for organizing high-quality events through emotional perception, developed by the author

The developed model demonstrates that integrating AI into the event organization process enables the formation of a controlled emotional dynamic among participants and allows achieving a qualitatively new level of experience. Practical testing of the model confirms this relationship.

During the organization of the event, a remote fireworks launch system with an integrated AI-based synchronization module was implemented. At first glance, remote launch technology itself is not an innovation; however, it was the use of AI algorithms that ensured the uniqueness of the resulting experience. The algorithms made it possible to adjust the timing of the fireworks launch to the event’s audiovisual structure, the intensity of emotional tension, and the pre-calculated “peak” moments of the program.

The emotional effect produced by the technology proved to be substantial. Participants exhibited a pronounced emotional response, and operational benefits were also achieved: in addition to eliminating the risk of triggering the fireworks at the wrong moment, it was possible to minimize personnel costs. Thus, this case demonstrates that the implementation of AI ensures synchronization, controllability, and expressiveness of impressions, all of which directly influence the overall perception of the event and enhance its memorability. This example illustrates the practical applicability of the proposed technological model and its ability to transform the emotional structure of events into a measurable operational outcome.

Conclusion. Thus, the modern event industry is gradually evolving toward technologically managed models of event organization, in which AI (together with other technologies) becomes a tool for enhancing operational efficiency and shaping participants’ emotional perception. The analysis of trends, technological solutions, and mass event management tools demonstrates that it is the synthesis of digital technologies and emotional design that defines the emergence of a fundamentally new quality of event organization. The proposed model and its practical testing confirm that integrating AI makes it possible to ensure process predictability, increase participant satisfaction, and shape impactful experiences, which in turn becomes a source of competitive advantage for organizers even in a mature market.

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