Something fundamental has shifted in how people discover events. Your potential attendees aren't scrolling through Google results anymore - they're asking ChatGPT for recommendations, querying Perplexity for industry insights, and trusting AI to surface the events worth their time.

The question is: does AI know your event exists?

This November, we're bringing everything we've learned about AI visibility, search performance and exhibitor engagement to Event Tech Live. Whether you're already part of the ASP family or just starting to question why your registration numbers aren't what they used to be, we'd love to show you what's possible when your event website is built for the AI age.

The Invisible Event Problem

Here's what's happening right now: someone types "What's the best [your industry] event in the UK?" into ChatGPT. The AI thinks for a moment, then confidently recommends three events.

Is yours one of them?

For most organisers, the answer is no. Not because their event isn't excellent, but because their website content isn't structured in a way AI can understand, recommend, or trust.

But here's the part most people miss: SEO isn't dead - it's evolved. And understanding that evolution is what separates events that thrive from those that disappear.

Tools like ChatGPT, Perplexity, and Google's AI Overviews don't just look for keywords anymore. They're looking for meaning. They want unique, well-structured content that tells a clear story. They prioritise sites with rich exhibitor profiles, detailed speaker bios and content that feels authentic rather than templated.

And here's the critical insight: when someone does click through after scanning AI results, they're not casual browsers. They're informed, intent-driven and further along in their decision-making process. They've already seen the top-level information. Now they're comparing, validating, and looking for reasons to register.

That's why traditional SEO and AI visibility work hand-in-hand, not against each other. SEO captures people earlier in their journey - building awareness and trust. AI search surfaces you to people ready to make decisions. Together, they create a complete discovery funnel.

The problem? If your website is thin on detail, relies on duplicate content, or hasn't been updated to meet these new expectations, you're losing visibility at both ends of the funnel. You're not just dropping off page two of Google,  you're disappearing from consideration entirely, precisely when it matters most.

Introducing ASP's new AI-powered Exhibitor Zone

We've spent the last year solving one of the biggest pain points organisers face: getting exhibitors to complete their profiles.

The old reality? Send an exhibitor their EZone logins, wait a few weeks to see if they upload something, follow up repeatedly and still end up with half-completed listings or copy and pasted generic text that does nothing for your SEO or their visibility.

The new reality? Let AI do the heavy lifting.

Introducing our AI-powered Exhibitor Zone - a smart, guided wizard that builds exhibitor profiles in seconds, not weeks.

Here's how it works:

• Exhibitors enter their company URL into an intuitive setup wizard
• Our AI engine scans their website for all the important information - company description, core offerings, contact details
• A complete, structured profile is generated automatically
• Exhibitors can add up to three featured products using the same AI-assisted workflow

Why this matters for your event:

• Fewer drop-offs. Exhibitors are busy. By removing the blank-page problem, you'll see far more profiles completed before your event goes live.
• Unique, structured content. Every profile is uniquely written and optimised for both human readers and AI discovery tools. No more duplicate boilerplate text.
• Better website performance. More exhibitor content means more keyword-rich, relevant pages - which translates directly into better organic search rankings and more qualified, relevant traffic.
• Higher attendee engagement. When potential visitors can easily find detailed information about who's exhibiting and what they offer, registrations follow.
   

In short: exhibitors get an easier experience, and organisers get a better-performing website.

Test Your Event’s Visibility

We know you're curious. So we're making it easy to find out exactly how visible your event really is.

Visit us at Stand C43, where we'll be running a live AI visibility challenge throughout the show:

"Are You Getting Found in ChatGPT?"

Our team will test your event in real-time using AI search tools. You'll see the results instantly - and we'll explain exactly why your event is (or isn't) showing up.

• If your event appears: we'll walk through what you're doing right and how to protect that visibility as AI evolves.
• If it doesn't: we'll offer you a complimentary homepage performance audit, generated by our team and delivered as a professional PDF you can share with stakeholders.

It's insight you can act on immediately.

And while you're there, you'll get to see our new AI-powered Exhibitor Zone in action. Watch how effortlessly exhibitors can build rich, engaging profiles and imagine what that could mean for your next event.

The Seminar: 10 Things You Need to Know to Stay Visible

If you're serious about future-proofing your event's discoverability, don't miss ASP's Jon Monk on stage in the Engagement Theatre at 10am on Thursday 13 November.

AI, Search & Your Event: 10 Things You Need to Know to Stay Visible
Engagement Theatre
Thursday 13 November, 10:00am
Hosted by Jon Monk, Head of Performance at ASP

Jon will talk you through how AI search is changing everything about event discovery - and what you can do to stay ahead.

You'll discover:

• How AI search is fundamentally changing event discovery (and why traditional SEO tactics alone no longer cut it)
• What AI tools actually "look for" when deciding which events to recommend
• Why structured content, speaker bios, and exhibitor profiles now matter more than backlinks ever did
• The critical shift from "optimising for Google" to "being understood by AI"
• Actionable steps you can implement immediately - even if you're not working with ASP

After the session, grab your copy of the AI Event Discovery Playbook via QR code, or swing by Stand C43 to pick one up and continue the conversation with our team.

Book Your Free Advice Session

Event Tech Live moves fast. The best conversations happen when they're planned, not squeezed in between seminars and stand visits.

Book a meeting with us at Stand C43 and let's talk about what's possible for your event:

• See the AI-powered Exhibitor Zone demo and understand how it integrates with your existing setup
• Get a personalised website performance review from our team
• Discuss how to make your content AI-friendly before your next campaign
• Explore opportunities to enhance exhibitor engagement and drive more qualified traffic

Whether you're an existing client looking to level up or you're new to ASP and curious about what modern event websites should deliver, we'd really love to meet you.

Book your meeting with ASP at Event Tech Live

Let's make sure your next event is the one AI actually recommends.

• Event Tech Live 2025, 12–13 November 2025 | ExCeL London
• Jon Monk Seminar: Thursday 13 November | 10:00am | Engagement Theatre
• ASP Stand: C43
   

See you there!