Abstract
The meteoric rise of A.I (Artificial Intelligence) has taken the world by storm, triggered by the ease and perceived usefulness of accessing information through Generative A.I tools such as ChatGPT. Amidst this backdrop, organisations and institutions have ramped up their training and development so that staff and students can be equipped and take advantage of these opportunities for their respective sectors, and position individuals for careers of the future. This rapid development also has theoretical and managerial implications to the business event sector, with A.I tools gradually incorporated to support greater personalisation and speeding up processes. This commentary paper provides a quick snapshot of where A.I is within the business event landscape, what potential it has for the sector, and also raises ethical and moral questions for the wider business event stakeholders to consider as A.I becomes more ubiquitous within industry practices.