[Edaily Reporter Oh Hee-na ] Generative AI is transforming not only the way work is done in the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry but also the competitive landscape itself. This is because the technology has evolved beyond simple tasks to integrate participant transportation, accommodations, program selection, and sightseeing into a single itinerary, while analyzing on-site data in real time. How to capitalize on the data accumulated through AI-powered event management and use it to provide unique experiences for participants is expected to become a key competitive advantage for the MICE industry in the future.

At the “AI·MICE Tech Innovation Forum” held on the 21st at POSCO Tower in Yeoksam-dong by the Korea MICE & Tourism Society and the MICE Tech Industry Council of the Korea Startup Forum, participants engaged in in-depth discussions on the changes and challenges that the convergence of AI and MICE will bring.
In his keynote address, Professor Lee Gyo-gu of Seoul National University emphasized that even in the age of AI, the essence of MICE ultimately lies in “communication between people.” Professor Lee predicted that AI would lower language and spatial barriers, enabling a wider variety of event content to be transformed into data assets.
“Advances in voice AI technology have made it possible to overcome language barriers—one of the biggest obstacles to international events,” he explained, adding, “Not only are real-time speech recognition and translation possible, but multilingual interpretation using the presenter’s own voice is also feasible.” In particular, he emphasized, “Audio content such as lectures and discussions, which would otherwise be lost at the event venue, can be recorded and archived using AI, allowing it to be utilized as new content and data even after the event has ended.”
Changes are already underway on the ground. “ThePIT” has developed technology that uses drones and AI video analysis to monitor parking conditions at event venues in real time and analyze the number of vehicles. By identifying available spaces in each parking lot and linking this data to navigation systems, it is possible to reroute drivers to alternative parking lots when a specific one is full. In addition to parking management, the technology can also be used for crowd control and venue safety management.
Jeon Chang-dae, CEO of The Fit, explained, “Advances in AI technology have made it possible to utilize a wide range of IT technologies,” adding, “By combining data collection devices with AI analysis technology, we can detect and respond in real time to various unexpected situations that arise at event venues.”
Lee Su-jeong, Team Leader at Nol Universe, identified the “participant journey” as the ultimate goal of these changes. She noted, “Event participants are, after all, travelers and customers,” explaining, “This is because, in addition to attending the event, they engage in various experiences—such as transportation, lodging, sightseeing, dining, and shopping—before and after the event.” She explained that NOL’s “Play & Stay” service—which bundles concert tickets, hotels, shuttles, merchandise, and language support—was also created from this perspective.
Team Leader Lee remarked, “In the MICE sector, AI competitiveness will be determined by how deeply one understands the participant journey and how effectively that understanding is translated into experiences.” He explained that while AI is currently used in the MICE sector for chatbots and operational automation, its applications will expand in the future to include itineraries, accommodations, local tourism, and consumer spending tailored to participants’ specific purposes.
Han Jin-young, President of the Korea MICE Tourism Association, emphasized, “AI is no longer a matter of choice but is becoming a key factor determining the competitiveness of the MICE industry.” He added, “As the MICE industry’s value chain—from event planning and operations to marketing, attendee experience, and data utilization—is rapidly evolving, we must create new opportunities through AI.”