How Tapping into Collective Intelligence can Revolutionize Event Design and Execution

Guest editor for this edition of Take Note is Taylor Smith, VP and Executive Creative Director at BCD Meetings & Events.

Taylor, who delivered the popular session Trends vs Reality Danceoff at The Meetings Show 2024, believes that by tapping into collective intelligence the industry can revolutionize the way we design and execute events.

The official explanation for ‘collective intelligence’ is shared, or group intelligence that emerges from the collaboration, collective efforts and competition of many individuals for use in consensus decision-making.

But collective intelligence is about more than just pooling ideas, it’s about harnessing learned experience, insights, and data across many disciplines to create something far greater than the sum of its parts.

As an event planner, you’ll know that events are no longer just about logistics and execution; they’re about crafting meaningful experiences that resonate. By integrating real-time attendee feedback, intentionally considering industry trends, and tapping into cross-functional expertise, we can design events that don’t just meet expectations but redefine them.

It’s a shift from instinct-based decision-making to insight-driven innovation, allowing us to anticipate needs, personalize experiences, and create more immersive, impactful moments.

One of the most powerful examples I can use is how major global conferences now use AI-driven data analysis to refine content in real time. Take SXSW, or CES, both leverage attendee feedback, social sentiment, and engagement metrics to adapt programming dynamically, ensuring relevancy and resonance.

Another great example is the Olympics, where coordination across governments, sponsors, tech partners, and local communities, requires seamless knowledge-sharing to deliver an event of that scale.

These events succeed because they don’t rely on one entity dictating the experience, instead, they embrace a model where insights from multiple sources create something truly innovative. These are big-budget events, but many of these learnings can be applied on a smaller scale and for a much smaller investment.

The future of events is inherently interdisciplinary. The most groundbreaking experiences will come from blending expertise across technology, behavioral science, entertainment, and sustainability. We’re already seeing this with AI-driven personalization, hospitality-inspired attendee journeys, and retail-level UX influencing event technology. As industries converge, we’ll see more strategic partnerships and collaboration where brands and event planners don’t just borrow ideas from other fields but co-create with them. Whether it’s integrating neuroscience into engagement strategies or using fintech innovations to reimagine sponsorship models, the opportunities ahead of us are broad. This means that the silos must come down, allowing space for the best ideas to come from those willing to think beyond their own industry.

The biggest challenge is balancing inclusivity with efficiency. When you bring in multiple perspectives, as always, you risk decision paralysis. Too many inputs can slow progress, and we can’t let perfection get in the way. The key is structured collaboration. You need clear frameworks for gathering insights, filtering noise, and acting decisively. Technology can help—AI-driven sentiment analysis, audience engagement tools, and structured ideation workshops ensure that the right voices are heard at the right moments. Additionally, strong leadership is critical. Collective intelligence means leveraging insights strategically, then having the clarity to act on them.