By Claudio Della Nina*

With the upcoming 2024 Olympic Games in Paris, I find myself reminiscing about my teenage dream of one day participating in the Olympics. I played volleyball from the age of 13 to 24. I was part of the Brazilian youth volleyball team in several South American championships, but I have to admit that I was never good enough to be called up for the Olympics. At 24, after finishing college, I said goodbye to my professional athletic career to embrace a more "conventional" career, which has brought me to where I am today.

Back then, no technology was available to assist referees in making difficult decisions. There were no cameras to clarify doubts about net touches, whether the ball brushed the block, or whether it landed inside or outside the court. Artificial intelligence? Not even a thought. Key games relied on four "line judges," strategically positioned at the four court lines to determine with greater accuracy whether the ball was in or out or if it had touched the block.

At the Paris 2024 Olympics, technology will play a central role in ensuring a memorable and efficient experience—not just on the courts and in the sports arenas. One of the most anticipated innovations is the use of artificial intelligence (AI) to enhance safety and crowd management. Sensors and cameras equipped with AI will monitor crowd flow and detect abnormal behaviors in real time, allowing for swift responses to potential incidents. Additionally, AI will help optimize logistics, ensuring athletes, equipment, and supplies are delivered to the right places at the right time.

Another standout technology at the Paris Olympics will be augmented reality (AR) and virtual reality (VR). Spectators will be able to use AR apps to access additional information about events and athletes, enriching their experience. Furthermore, VR will enable people from around the world to "participate" in the games, offering an immersive experience without leaving their homes. These technologies not only enhance user experience but also expand the event's reach, enabling more people to engage and connect with the Games.

When it comes to business events, technology has also revolutionized how such gatherings are planned and executed, especially with the advent of big data and artificial intelligence. These advancements enable detailed data analysis, providing valuable insights that aid in decision-making and personalizing participant experiences, whether they are exhibitors or visitors.

Massive databases (Big Data) are widely used to analyze participant behavior before, during, and after events. Data analytics platforms collect information from various sources, such as registration records, social media interactions, and participant feedback. This data is then processed to identify patterns and trends, allowing organizers to adapt their strategies in real-time to better meet audience needs and preferences. For instance, if the data indicates that a particular lecture or session is especially popular, organizers can relocate it to a larger space or offer additional sessions.

Artificial intelligence also plays a pivotal role in business events, especially in areas like marketing and audience engagement. AI-powered chatbots can interact with participants before, during, and after the event, answering questions, providing information, and even recommending sessions or activities based on individual interests. Furthermore, AI algorithms can analyze behavioral data to predict which types of content or speakers will resonate most with the audience, helping to plan future events with greater accuracy.

At RX events, we utilize technologies that allow exhibitors to capture and qualify leads, gather information about products, and monitor their performance live via a dashboard during the event. These platforms also enable organizers to track participant engagement, analyze return on investment (ROI), and continuously improve user experiences based on concrete data.

In conclusion, both the Olympics and business events greatly benefit from the use of advanced technologies. At the Paris 2024 Olympics, AI and AR/VR will be employed to enhance safety, logistics, and spectator experience. For business events, big data and AI are powerful tools for personalizing participant experiences, optimizing organization, and maximizing event impact. As technology continues to evolve, its role in these events will only grow, bringing even more innovation, efficiency, and better returns on investment for exhibitors and attendees.

Claudio Della Nina is the LATAM Director of RX, one of the world's largest corporate event organizers.