How the Artificial Intelligence Law Affects the Events Industry


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On 13 March 2024, the European Parliament approved the EU’s Artificial Intelligence Regulation, a landmark piece of legislation that was promoted during the Spanish Presidency of the Council of the European Union in the second half of 2023 and received broad support in the European Parliament. The Artificial Intelligence law positions Europe as a leader in technological innovation, while ensuring the protection of citizens’ rights, for example by establishing restrictions on the use of biometric identification systems.

Practical example: Implementation in Spain

In Spain, the Council of Ministers approved on 15 May 2024 the Artificial Intelligence Strategy, which reinforces and gives continuity to the Artificial Intelligence Strategy (ENIA) published in 2020. This new strategy is part of the Recovery, Transformation and Resilience Plan (PRTR) and is adapted to the latest technological advances. Furthermore, the promotion of artificial intelligence is included in the Digital Spain Agenda 2026, highlighting its transversal importance for transforming the production model and promoting economic growth in Spain.

The implementation of this strategy will take place between 2024 and 2025.

The main objective of the Artificial Intelligence law is to ensure that the use of AI is conducted in an ethical and transparent manner, protecting consumer rights and promoting responsible innovation. The legislation seeks to create a regulatory framework that ensures that the benefits of AI can be harnessed without compromising the privacy and rights of users.

The context for the creation of this law lies in the growing concern for privacy and security of personal data in the digital age. With the increasingly widespread use of AI, there is a need for clear rules governing how data is collected, processed and used, which can particularly affect an environment such as events, where large volumes of personal information are handled.

These guidelines seek to ensure that emerging technologies are used responsibly and that citizens’ rights are protected at all times.

Main Aspects of the Artificial Intelligence Law

The Artificial Intelligence law covers several crucial aspects that event organisers need to take into account to ensure compliance.

According to the European Commission’s own website, the law has two clear objectives:

  • Ensure that Artificial Intelligence systems used in the European Union and introduced in the European market are safe and respect citizens’ rights.
  • Stimulate investment and innovation in the field of AI in Europe. The agreement provides that the Artificial Intelligence Regulation should be implemented two years after its entry into force.

Notably, this is the first legislative proposal on Artificial Intelligence in the world, so it may establish itself as a global benchmark for regulating AI in other jurisdictions. The law will regulate AI based on its risks. The higher the risk, the stricter the rules will be.

Data Protection

One of the pillars of the Artificial Intelligence law is the reinforcement of compliance with the General Data Protection Regulation (GDPR). This implies that any data collected and processed by AI systems must be handled with the utmost care and security. Event organisers must implement specific measures to protect attendees’ sensitive and personal data. This includes adopting rigorous procedures for data collection, storage and processing, ensuring that all applicable data protection regulations are complied with.


Responsibility and Ethics

The Artificial Intelligence law establishes strict guidelines on the responsibility of AI developers and users. This includes the obligation to ensure that AI systems are developed and used in an ethical manner, avoiding any kind of discrimination or algorithmic bias. Event organisers must ensure that AI is used in a fair and equitable manner, promoting transparency and fairness in all automated interactions.

Supervision and Control

To ensure compliance with the law, supervisory bodies have been set up to monitor the use of AI, such as the AI Office in the Commission. It will oversee that Member States implement new regulations, monitor state-of-the-art AI models and help promote standards and testing practices. 

Impact on the Events Industry

The implementation of the Artificial Intelligence Act has a significant impact on the events industry, affecting several key aspects of event planning and execution. Some of the most affected areas are explored below:

Planning and Logistics

The use of AI in event planning enables optimisation of attendee management, scheduling and resource allocation. AI can analyse large volumes of data to forecast demand, optimise resource allocation and improve operational efficiency. However, with the new Artificial Intelligence law, organisers must be transparent about the use of these technologies. It is essential to ensure that attendees are aware of how their data is being used and that their rights are respected at all times.

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Personalisation of Experiences

Personalisation is one of the great advantages of using AI at events. By analysing attendee data, AI can provide personalised recommendations, improve the user experience and increase overall event satisfaction. However, the law requires this personalisation to be transparent. Organisers must inform attendees about how their data is being used to personalise their experience and offer them the option to opt out of these personalisations if they wish to do so.

Security and Data Protection

Security is a crucial aspect of event organisation. AI can help identify potential threats and manage emergency situations efficiently. For example, technologies such as facial recognition and predictive analytics can significantly improve event security. However, the law on artificial intelligence and events underlines the importance of handling this data with extreme caution. Organisers must ensure that all data collected and used for security purposes is handled in accordance with data protection regulations to avoid potential breaches and ensure the privacy of attendees. Event registration software that collects all attendee information in a straightforward way can help to ensure safety and security.


Steps to be taken into account

Organisers should follow a number of steps and adopt best practices to ensure compliance to Artificial Intelligence law. Some recommendations are detailed below:

AI Systems Audit

Conduct a full audit of the AI systems used in the event organisation. Make sure they comply with transparency and data protection standards.

Training and Awareness Raising

Train your team on new regulations and the ethical use of AI. Ongoing training is key to maintaining compliance.

Clear Privacy Policies

Develop and communicate clear privacy policies that explain how attendee data is collected, used and protected.

Monitoring and Evaluation

Implement continuous monitoring mechanisms to assess compliance with the Artificial Intelligence law and detect possible violations or areas for improvement.

Collaboration with Legal Experts

Work with legal experts to ensure that all practices and technologies used are aligned with current regulations.



The Artificial Intelligence Act marks a milestone in the regulation of the use of AI in the events industry. It aims to foster a safe, transparent and ethical environment for all participants. As an event organiser, it is crucial that you inform yourself and adapt your practices to comply with this regulation. By doing so, you will not only avoid potential sanctions, but also contribute to a fairer and more efficient industry.

For more information on the artificial intelligence law and how to prepare for its implementation, you can consult additional resources on the Spanish Data Protection Agency Portal. In addition, organisations such as IA Ethics offer guidance and resources to better understand the ethical implications of using AI.

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Mentxu Sendino

I'm Mentxu Sendino, CMO at EventsCase. I believe in content marketing as a brand value, a fundamental element on which to base the credibility of organisations.

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