Advertisement
socially.See which deals were in the room.Connect the events you host to your HubSpot or Salesforce pipeline.See how it works
AI at Work
A Muse user says Meta's agent shared his address with a Marketplace buyer and then told the buyer he was home when he wasn't. Swap the keyboard for a dinner, and it is a checklist for every event team automating its guest messages.
September 28, 2026·4 min read
Data & CRM
The Business
Measurement
High SignalA column by Jeremy Vargas
Latest columnMeta sold its new glasses with faces, not specs. Event teams should take notes.
PreviouslyI turned years of ChatGPT conversations into a product operating system
Marketers say events drive half their wins, CRM attribution credits them with a sliver, and the defensible answer sits in data most teams never collect.
Free events lose more than a quarter of their registrants on the night, and the teams that fix it change who registers first, then use reminders and AI to catch the rest.
Most event reporting runs through CRM data that its own users call mostly inaccurate, and adding AI on top will not fix it until someone owns the join between the guest list and the record.
AI at Work
AI at Work
AI at Work
Revenue and funding show which sales AI products are being bought, not which ones work, so here is what a dozen of the most-reported tools do and where the skepticism belongs.
Gartner finds most sales organizations fail to reinvest the hours AI gives back, and event teams are about to run into the same problem with the same fix.
Most event teams use AI for the odd subject line, but the value sits in a handful of repeatable jobs, each with a prompt worth saving and a check a person still has to run.
What 128 public sources say about events, attribution and AI. Twelve chapters, 48 charts and ten recommendations for 2027.
