Social Events and AI usage in Greece

Abstract

This study investigates the event planning sector, with a particular focus on social events, identifying the various types within this category and the challenges professionals face. It further examines how artificial intelligence (AI) can be integrated into the planning process to improve efficiency, reduce human error, and enhance the overall attendee experience. Special attention is given to practical AI tools, their features, and how they can support different phases of event planning. The research focuses on the Greek event planning industry, with insights drawn from urban centers like Athens and Thessaloniki, as well as locations such as Mykonos and Arachova. A qualitative methodology was applied, involving twelve semi-structured interviews with event planners conducted over one week. The data was organized using traditional coding and NVivo software and analyzed through thematic, content, and narrative methods. Findings reveal that while basic AI tools are being adopted, such as chatbots for communication and platforms like Canva for visual content, more advanced applications remain underutilized. Event planners identified AI’s benefits in improving organization, data analysis, and reducing time spent on repetitive tasks, however, expressed hesitation in relying on AI for core planning tasks, largely due to limited training opportunities, technical challenges, and concerns about losing the human element that is essential to successful events. In conclusion, while AI presents valuable opportunities to support and enhance various aspects of event planning, its full integration remains in the early stages, with the human factor still playing a central and irreplaceable role.