Laura-Jane McClenaghan, commercial director at Hilton Glasgow states the case for human connection over AI
In today’s world, it seems impossible to imagine life without Artificial Intelligence (AI). From virtual assistants to smart devices, technology surrounds us. It helps streamline everyday tasks, provides information in seconds, and makes our lives more convenient.
In the hospitality industry, particularly within the MICE sector, there’s no denying AI has made its mark – take the use of AI-powered smart bins to limit food waste for example. But despite the impressive advances of AI, there is one factor that can never be replaced: genuine human hospitality.
At Hilton Glasgow, a modern city renowned for its hospitality and entertainment, I’ve seen the industry evolve, with technology playing an increasingly key role. And while there’s no denying AI is important, it will always come second to the warmth, intuition and personal touch that define true hospitality.
At the heart of our sector is human connection. Whether it’s greeting delegates at the registration desk, assisting with event planning or adding the “wow” factor – the human touch is invaluable. AI can process requests and offer basic solutions, but it cannot create meaningful relationships. It can’t read the subtle cues in body language that tell you someone is stressed, excited or in need of assistance. A chatbot may answer questions, but only a person can empathise with a guest’s situation and respond with compassion and grace.
In the exhibition industry, this is especially true. When people attend conferences or exhibitions, they are not just looking for information or business opportunities—they are also seeking connection. A smile, a helpful gesture or a friendly conversation can make all the difference when building trust and loyalty.
That’s not to say AI doesn’t have its place. In fact, technology has been a game-changer in terms of efficiency, allowing us to automate routine tasks. By freeing up time on these fronts, AI gives event professionals more space to focus on what truly matters: the attendees.
For example, in my role as commercial director, AI has streamlined many administrative tasks. It can help with managing schedules, wayfinding and even assisting with data analytics to improve the attendee experience.
But when it comes to unpredictable situations – such as dealing with strange celebrity requests or tracking down a misplaced Shetland pony – humans excel. Our adaptability and creativity in problem-solving are unmatched by technology.
No technology could have prepared for or responded to these scenarios, but as a human with years of experience, we can think on our feet, stay calm, and find a solution.
This kind of adaptability is a hallmark of the hospitality industry, where no two days are the same, and each guest’s needs are unique. AI may handle the routine, but it’s humans who tackle the unexpected.
Our goal within the MICE sector is to create memorable experiences that make guests feel valued. From welcoming returning clients to forming new connections with event attendees, these moments define what hospitality is all about.
No matter how advanced technology becomes, it will never replace the feeling of being genuinely cared for by another person. It’s what turns a good event into a great one, and in an industry built on relationships, AI will always be the runner-up.
The human touch remains irreplaceable.
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