Event marketing platform RainFocus has announced plans to integrate AI across its operations, product development and client services. The Utah-based company said it will transform its platform from a tool used by people into “an intelligent system that collaborates with them”, according to Marius Milcher, vice-president of platform strategy and AI.
The move addresses what RainFocus identified as an adoption gap in the events industry. While 69% of event leaders are already using AI, most teams are reportedly not using the technology for planning, measurement and forecasting – according to research from ELX.
Central to RainFocus’s approach is its Global Attendee Profile, which combines attendee interest and buying signals. This data layer is designed to help clients create and distribute content across their marketing channels. Each event serves as a source of ongoing content.
The company is working with enterprise clients who are feeding RainFocus data – including sessions, meetings and venue information – into their own AI systems to personalise attendee experiences. “Data is the fuel that feeds AI, and our unified data approach has given us an edge in the industry,” said JR Sherman, chief executive of RainFocus. “We are the best-of-breed in what we do, and that extends to our philosophy around AI.”
RainFocus’s AI strategy focuses on three areas: improving internal business processes, evolving its platform to work smoothly with users, and developing an interconnected tech ecosystem for event marketing. The company will discuss its AI developments at RainFocus INSIGHT, its annual conference, on 20-22 January 2026 in Salt Lake City.
