Pico invests $1 million in AI to measure what events actually deliver
Experiential events firm Pico is investing $1 million to build its AI capabilities, including a new Innovation Centre at its Kallang headquarters where it will test ways to personalise event experiences and prove their return on investment. The move comes as 30 to 35 per cent of its clients now seek AI-enabled, measurable event experiences, up from negligible demand five years ago.
The investment targets a persistent gap in the meetings, incentives, conventions and exhibitions (MICE) industry: attendance figures and post-event surveys say little about which visitors were genuinely interested, what held their attention, or which conversations deserve follow-up. For corporate buyers, that kind of signal matters when justifying seven-figure event budgets.
Starting with the attendee journey, not the technology
Pico's approach begins with mapping the full attendee journey - from discovery and registration to on-site engagement, networking and post-event follow-up - then identifying where AI can improve the experience. "We start with the experience, not the technology," said Lim Kian Meng, senior vice-president of operations for Asia Pacific at The Pico Group, which operates in 38 cities.
At the SG60 Heart&Soul Experience at Orchard Library, visitors shared their visions for Singapore's future. Generative AI turned those conversations into personalised stories, so each visitor's journey unfolded differently. The interactions also gave organisers a real-time view of which themes drew the most interest, allowing them to adjust event design and engagement strategies mid-stream.
Client demand shifts toward measurable outcomes
Lim said client demand for data-driven event measurement has increased by 20 per cent over the past two years. The group aims to integrate AI-enabled solutions into 25 to 30 per cent of its projects by 2030, citing "strong market interest" in more measurable, data-driven event experiences.
In late July, Pico set up a $500,000 Innovation Centre in partnership with Accenture, which provides the AI platforms, data and analytics infrastructure, and enterprise-grade technology. The centre functions as a test environment where designers, clients and technology partners can explore emerging technologies before rolling them out at large-scale events. For event professionals looking to build skills in this area, AI for Hospitality & Events training covers applications in guest experience and event management.
Three obstacles: readiness, governance, skills
Lim identified three challenges ahead. First, client readiness: organisations need a clear business objective for AI, rather than adding a chatbot because it is fashionable. Second, data governance and security, especially for financial institutions with strict requirements around privacy, regulatory compliance and controls over AI behaviour. Third, the human skills to interpret what AI produces and act on it.
"Technology alone cannot create value. It is the people who know how to apply AI effectively that make the difference," Lim said. "This includes building strong data literacy so that teams can integrate AI solutions meaningfully into the client experience." Building that literacy often starts with structured learning in AI Data Analysis Courses, which focus on turning raw event and audience data into actionable insight.
The Singapore context
The investment aligns with national ambitions. Under Tourism 2040, the Singapore Tourism Board aims to triple MICE tourism receipts by 2040, with overall tourism receipts projected to reach $47 billion to $50 billion. A potential Downtown MICE Hub would expand the city's capacity for business events.
As the sector grows, Lim said the real opportunity is not making events more high-tech. "It is to make every interaction more relevant, and give businesses a clearer understanding of what those interactions achieved."
Why this matters for hospitality and events professionals
Event organisers who can show clients exactly what their spend produced - which sessions drew the most engaged visitors, which conversations led to follow-up, which themes resonated - will have a measurable advantage in winning and retaining business. The shift is already visible: a third of Pico's clients now expect AI-enabled measurement, and the company is building infrastructure to meet that demand. Professionals who understand how to use AI for audience analytics and personalisation, not just as a novelty feature, will be positioned to deliver the proof clients are asking for.
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