Part of the AI in Events 2025 research from Event Tech Live. Interview by Adam Parry, founder, Event Tech Live. Published 14 February 2025. Last updated 18 April 2026.
Brandt Krueger, on why a lot of AI is still a parlour trick, why it will still take your job, and the specific production tasks where he has seen genuine hero moments.
The three things Brandt says you need to know
‘It’s not AI that’s going to take your job; it’s someone who knows how to use AI that’s going to take your job.’ AI lets you be first to respond to an RFP, first to the table with event designs, and first to analyse data meaningfully.
Generative AI has already found more production use cases than the metaverse ever did. Krueger used AI to upscale presentation graphics to ultra-wide format in under an hour, a task that would have taken a graphic artist hours.
Do not force it. The mistake with every new technology. EideCom’s approach is to play with AI, watch for genuine workflow opportunities, and avoid using it for the sake of using it.
What role is AI playing in large-scale event production workflows?
A lot of AI is still a ‘parlour trick,’ according to Krueger: entertaining but not particularly useful. That said, people are finding ways to use it to speed up workflows. His line: it is not AI that is going to take your job; it is someone who knows how to use AI that is going to take your job.
Concrete example: EideCom fed a 45-page RFP into a specially trained GPT and asked it to identify the three most important client concerns. The three questions the GPT produced were almost exactly what the client said in the face-to-face pitch. It could have been wrong, Krueger notes, but the approach let the team prepare responses in advance. It is not a replacement for reading the RFP, but it is a powerful summarisation aid.
How will AI transform production in terms of real-time problem-solving and logistics?
Generative AI has already come in handy for upscaling content and generating royalty-free graphics on the fly. At one event using an ultra-wide screen, some presenters had formatted content for the full screen while others had supplied standard 16:9. EideCom used generative AI to ‘upscale’ the 16:9 content into the ultra-wide format in under an hour. Presenters probably didn’t realise their images had been ‘outfilled.’ A graphic artist could have done it, but not in an hour.
Beyond generative AI, large language models are strong at summarisation and pattern-finding. Krueger sees a near future where AI predicts event failures before they happen: analysing traffic patterns to spot when the buffet is running low, or, critical for events, when the bar is about to run out. The same approach can confirm whether an expensive activation (a golf simulator, say) was actually delivering value, rather than just looking busy.
What challenges have you faced integrating AI into production?
None, really. Why? Because EideCom is not forcing it. That is always the mistake with new technology. The team plays with AI, looks for workflow opportunities, and avoids using it just because it is new. Unlike some previous tech cycles, the more Krueger experiments with LLMs and generative AI, the more real-world uses he finds.
“Using AI to speed up your workflow means you can be the first to respond to an RFP, the first to the table with event designs, and the first to analyse data in a meaningful way.”
— Brandt Krueger, EideCom
About Brandt Krueger
Brandt Krueger is Senior Production Manager at EideCom and a long-standing voice in the event technology and production community. He is the host of the Event Tech Podcast and writes frequently on the intersection of AV, production and emerging technology.
This interview is part of AI in Events 2025: Adoption, Barriers and Forecast. Download the full PDF report. Browse all Event Tech Live research.
