The power of many: how collective intelligence is shaping the future of events

Taylor Smith, vice president and executive creative director at BCD Meetings & Events, is a strong advocate for leveraging collective intelligence to transform event design and execution. Having led the well-received "Trends vs Reality Danceoff" session at The Meetings Show 2024, Smith believes that harnessing the power of shared knowledge and collaboration can truly reshape the industry’s approach to creating impactful events...

The world of event planning is changing, thanks to one powerful concept: collective intelligence.

It’s not just about pooling ideas; it’s about tapping into the combined knowledge, experience, and data from across different industries to create something far greater than the sum of its parts. Today’s events are no longer just about logistics—they’re about crafting experiences that truly connect with attendees.

In the past, event planning often relied on gut instincts. But now, we have the ability to use real-time feedback and interdisciplinary collaboration to design events that don’t just meet expectations but exceed them. Whether it’s personalising experiences or creating more immersive moments, collective brain power allows us to anticipate needs and deliver more relevant and engaging content.

Taylor Smith

Big events like SXSW, CES, and the Olympics are great examples of a blend of brain power in action. They use data and collaboration across industries to adjust programming and ensure relevancy in real-time. What’s exciting is that these strategies can be applied to smaller events as well. The key is collaboration—bringing together diverse expertise to create innovative solutions that wouldn’t have been possible in isolation.

Breaking down silos

The future of event planning will see even more blending of industries. From tech and sustainability to behavioural science and entertainment, the most groundbreaking events will come from combining knowledge across different fields.

This isn’t just about borrowing ideas; it’s about co-creating new ones, like integrating neuroscience into engagement strategies or using fintech to rethink sponsorship models. The challenge will be breaking down silos and fostering cross-industry collaboration.

Multiple perspectives

However, collective intelligence in events does come with challenges. Balancing multiple perspectives without getting overwhelmed is key. We need clear structures for gathering insights and making decisions quickly. Technology, such as AI and sentiment analysis, can help streamline this process, but strong leadership is essential to ensure insights are used effectively and action is taken when needed.

There are moments when collaboration must give way to leadership - like when a speaker cancels last minute, and someone needs to make a quick decision. These high-pressure moments teach us how to adapt quickly, build trust, and become more resilient. Leaders must know when to act decisively and when to gather input from the team.

To truly unlock collective intelligence, it’s essential that every voice is heard. This means creating structured opportunities for feedback, using tools like live polling and sentiment tracking, and fostering a culture where diverse perspectives are actively sought out. When attendees feel empowered to contribute, the event becomes more personal and impactful.

Incredible potential

In the end, a blend of skills and mindsets across different generations is revolutionising event planning and execution. It allows us to create deeper, more meaningful experiences and set new standards for what events can achieve- ensuring every delegate gets the best out of the experience. By embracing collaboration, leveraging technology, and learning from other industries, we’re just beginning to tap into the incredible potential of the power of many.

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With 20 years of experience in creative and experiential production, Taylor Smith is hands-on with everything from tech start-ups to mega corporations. From shoestring budgets to unlimited funds and everything in between, he's designed and delivered hundreds of highly successful campaigns, events, and activations for brands both large and small. As the VP and executive creative director at BCD M&E, Smith leads the production & content team and all elements of creative, content, and live event experience efforts globally.