Invisible, Intentional, Essential: AV + AI in Events

AV isn’t just cables and microphones—it’s the heartbeat of your event. And AI? It’s your next secret weapon. In this episode of Smart Start Radio, hosts Eming Piansay and Sara Robertson sit down with Amanda Armstrong (Encore) and Anca Trifan (Tree-Fan Events) to explore how AV and AI transform how we design, plan and measure impact.

From overlooked budget killers to game-changing ROI strategies, this conversation covers:

• Why AV should be part of the venue contract conversation
• The difference between ROI and ROE (Return on Experience)
• Fundamental ways AI is enhancing live events, from sentiment tracking to content repurposing
• What planners can ask now to avoid panic later
• The future of connected, empathetic, tech-forward events

Whether you’re a tech-savvy producer or just learning the lingo, this episode offers essential tools for creating unforgettable attendee experiences.

Further Resources: 

The EIN AI Report link: https://eventtechlive.com/event-industry-news-launches-groundbreaking-ai-report-2025-in-partnership-with-eventmobi/

Connect with Anca on Linkedin: https://www.linkedin.com/in/ancatrifan/

Events Demystified Podcast: https://eventsdemystified.com/

Women BTS in Events (tech+prod) Linkedin Page: https://www.linkedin.com/showcase/women-bts-in-events-tech-prod

 WAVE program: https://jobs.encoreglobal.com/en/early-career

Transcript

[Opening: Why AV Deserves a Seat at the Table]

EP
Today, we’re talking about something planners often overlook until the last minute—AV and AI. But what if we flipped the script and brought tech to the front of the planning process?

SR
Our guests—Amanda Armstrong from Encore and Anka Trifan of Trifan Events—are here to show us why AV is more than just mics and screens. It's the heartbeat of your event experience.

AA
I always say, AV isn’t just execution. It’s part of the design. Waiting to bring your AV partner in is like building a house and calling the electrician after the drywall’s already up.

AT
Yes! AV affects layout, rigging, power needs, lighting, sound, even the flow of your event. It’s not a cherry on top—it’s structural.

[Avoiding Budget Pitfalls and Missed Opportunities]

EP
What should planners be asking before they even sign a venue contract?

AA
Start with: “What are we trying to accomplish?” Not just, “What gear do we need?” Too often we get a wishlist with no goals or budget, and then planners are shocked by the quote. If you tell us your objective and range, we can deliver smarter solutions.

AT
Also—read the fine print. Are there AV buyout fees? Labor minimums? I once had to pay $2,000 just for someone to press the freight elevator button.

AA
Ask early about in-house exclusivity—rigging, power, Wi-Fi—and what fees apply if you bring in your own team. And don’t forget to ask, “What are you worried about?” It reveals hidden risks.

[Events Without AV? Not Worth the Spend]

SR
Okay, worst-case scenario: no AV. What does that look like?

AT
Honestly? Confusion. I went to an event with no mics or sound system. There was a speech, but no one heard it. Everyone just went back to chatting. The entire purpose of the gathering was lost.

AA
Exactly. AV shapes what people remember. You can create loyalty, emotion, and impact—or you can waste your spend on a forgettable cocktail hour.

Let me know if you'd like me to finish the full transcript in this format. If so, I’ll build out the remaining sections next.

[Designing with AV from the Start]

EP
What’s a common mistake planners make when it comes to AV?

AT
They treat it like an afterthought. AV should be part of the early design conversation—not just brought in for setup. It affects everything: room capacity, layout, lighting, power access, even how your message is delivered.

AA
Exactly. Let’s say you plan a room for 800 people. But once you factor in staging and tech, you’re really looking at 600–650. If we’d been involved earlier, we could have helped avoid that surprise.

SR
So AV can shape the physical space, not just the look and feel.

AA
Absolutely. And the earlier we’re looped in, the more value we can bring—custom renderings, optimized layouts, cost-saving insights. Planners don’t have to know it all. They just need to ask early.

[The Case for ROE: Return on Emotion]

SR
Let’s talk about return on investment versus return on experience. How do you define ROE?

AA
ROI is about the bottom line—did the event generate revenue or impact business goals? ROE is about how people feel. Did they connect emotionally with your message? Did they leave inspired?

AT
I love ROE. It’s what people carry with them once the event ends. Emotion drives behavior. That’s where lighting, sound, visuals—all the AV elements—can create lasting impact.

AA
And we’re seeing more planners measure this in real time. Not just post-event surveys, but live sentiment tools and engagement platforms. If something isn’t resonating, you can adjust during the event—not after it’s too late.

[Using AI to Improve the Attendee Experience]

SR
How is AI being used alongside AV?

AA
A lot of planners are using it for content curation—turning transcripts into blog posts, articles, social snippets. Tools like Wordly can provide live captioning, which also makes events more inclusive.

AT
And AI is becoming more integrated with AV too. We’re seeing tech that tracks movement, heatmaps, dwell time—so you know where attendees are engaging or dropping off.

EP
What can you do with that info in real time?

AT
Let’s say a session is flat and people are drifting out. You don’t necessarily stop it, but you make a note to rework that format. You might change how you approach the topic later in the day. That’s strategic iteration.

AA
You can also identify breakout groups that are super engaged—then consider turning that into a micro-community or bonus session later on. That’s ROE in action.

[Looking Ahead: The Future of AV + AI]

EP
Where do you see this all going in the next five years?

AA
More integration. I want AI to help planners save time—streamlined workflows, cross-platform communication, automated scheduling. That frees them up for creativity and strategy.

AT
In AV, we’re still behind on that integration. We’ve got fragmented systems—inventory, labor, sales, production—none of it talks to each other yet. But the future is agentic AI: systems syncing up to anticipate needs and reduce friction.

AA
Also, more empathy. We’re not here to replace people—we’re here to replace the bad jobs that keep them from doing the work they love.

AT
Exactly. And trust your AV partners. Ask questions early, bring them in before contracts are signed, and know you’re not alone.

[Final Thoughts]

EP
I went to film school—it was mostly men. I had to lie and say I had help just to be taken seriously. Seeing women like you lead in AV makes me feel like I belong here.

AA
You absolutely do. You’re not alone. There are partners who love this work and want to help you succeed.

AT
And the more diversity we bring to these roles, the stronger our solutions get. Let authenticity be a strength, not a liability.

SR
Mad respect to AV teams everywhere. This episode is one to keep bookmarked.

EP
Thanks for joining us on Smart Start Radio. See you next time.