The power of phygital: how AI and digital strategies are reshaping Event Management

The rapid evolution of technology and the increasing digitalization of the marketing world have redefined the event management sector, leading to the emergence of a new paradigm: the "phygital" event. This thesis explores the transformation of corporate events, analyzing how the integration of physical and digital elements is revolutionizing the participant experience and engagement strategies. The analysis focuses specifically on the role of artificial intelligence (AI) and new digital technologies as drivers of this revolution. It examines the applications of AI, from personalizing the experience to automating interactions, and the digital strategies that allow the reach and impact of events to extend beyond physical boundaries. Furthermore, the work delves into the challenges and opportunities associated with this change. Challenges include ethical issues, privacy risks, technological dependence, and implementation complexity, while opportunities include creating more immersive hybrid experiences, gathering valuable data for marketing, and reaching a global audience. So, this thesis demonstrates that "phygital" event management is not merely a response to current circumstances but represents the future of the industry. The strategic integration of AI and digital technologies is fundamental to creating events that are not only effective but also innovative, sustainable, and capable of generating lasting value for both the company and the participants.