19/06/2026
Today at Friday Club, we had the pleasure of learning from Colja Dams , CEO of VOK DAMS worldwide worldwide, about one of the most intriguing developments in our industry: the .
For years, event professionals have relied on experience, intuition and audience research to predict how people might react to an event. What if we could test those assumptions ๐๐๐๐จ๐ซ๐ ๐ญ๐ก๐ ๐๐ฏ๐๐ง๐ญ ๐๐ฏ๐๐ง ๐ก๐๐ฉ๐ฉ๐๐ง๐ฌ?
One of the key ideas from today's session was that AI may soon allow us to simulate audience behaviour, helping us understand how different groups might engage with content, environments and experiences long before doors open.
But perhaps the most interesting discussion was not about technology itself.
It was about the questions this technology raises:
- Will audience simulation become a standard part of event planning?
- How do we balance optimization with surprise, creativity and emotion?
- What remains uniquely human that no digital model can predict?
The future of events may not be about choosing between human creativity and artificial intelligence, but about learning how to use both.
A big thank you to Colja for sharing his insights and challenging us to think differently about the future of experience design.