Markus AI has announced the launch of the first complete AI event crew, built to eliminate the digital friction created by current event platforms and restore the human connection to events. Markus is designed to turn events into memorable experiences and measurable outcomes by focusing on connections and conversations.
The groundbreaking announcement at Event Tech London 2025 represents a significant leap forward in how artificial intelligence can enhance rather than replace human interactions in the events industry.
Vision Statement
"We want to mask the underlying complexity by letting the agents do the hard work, so the users can have a frictionless experience and focus on the connections and conversations. The mission of Markus is to make event interactions more valuable."
— Max Gabriel, Co-founder and CEO of Markus AI
Solving Tech Fragmentation and Digital Friction
Over the past decade, events have become a maze of apps, platforms, and dashboards, forcing attendees and sponsors to download multiple systems and juggle multiple logins. This fragmented technology has created more barriers than bridges.
This call for a more unified, customer-first approach echoes a growing industry sentiment. Liz Irving, CEO of Clarion Events North America, recently noted on the Trade Show Talk podcast the need for a customer-centric approach, ensuring that both face-to-face and digital experiences "evolve to deliver ever-increasing value for customers and communities."
The Problem
"Event tech today is fragmented. We want to mask the underlying complexity by letting the agents do the hard work, so the users can have a frictionless experience and focus on the connections and conversations."
A Team-Based Approach: The Complete AI Event Crew
While the market is seeing a rise in chatbots and concierge tools, Markus takes a fundamentally different approach. Rather than being a single-purpose assistant, Markus acts as a team of intelligent agents that work together to deliver a full event crew.
The Executive Coach
Focuses on the "why," helping users clarify their intent and align event goals to ensure every action is purposeful.
The Expert Concierge
Acts as a dedicated subject-matter expert for the event, trained on all schedules, FAQs, sponsors, and exhibitor details.
The Executive Assistant
Manages the "how," understanding user context and preferences to handle follow-ups, scheduling, and lead prioritization smoothly.
How Markus Delivers Value Across Stakeholders
For Attendees
Plans personalized agendas based on interests and goals
Finds relevant products and services in the exhibition hall
Connects with the right partners and potential collaborators
For Sponsors & Exhibitors
Expands audience reach through intelligent matching
Scores and activates leads based on engagement and intent
Ensures effective follow-up with personalized communication
For Event Organizers
Promotes events through personalized outreach
Facilitates valuable connections between participants
Improves rebooking rates through enhanced satisfaction
Seamless Integration and Implementation
Markus is designed to integrate seamlessly with an event's existing technology stack, from registration tools to CRM and lead capture systems. It eliminates silos instead of adding new ones, creating a smarter, seamless experience that works for every stakeholder.
Getting Started with Markus
Onboarding Process – When you onboard Markus, the AI crew is trained on your event's unique context: your agenda, exhibitors, sponsors, FAQs, and audience data.
Co-design Collaboration – Event subject matter experts can collaborate directly in a short co-design process to shape how Markus understands and responds, ensuring every interaction feels authentic to your brand and relevant to your audience.
Pilot Program – Early adopters can join the waitlist to pilot Markus for their Q1 2026 events.
Industry Vision: The Future of AI in Events
"By 2030, AI will no longer be the assistant backstage. It will be the showrunner – orchestrating creativity, content, community, and experience."
— Marco Giberti, Founding Board Member – Events Venture Group
This vision aligns perfectly with Markus AI's approach. Rather than replacing human interaction, the technology enhances it by handling administrative tasks, providing intelligent recommendations, and facilitating meaningful connections.
The Human-Centric AI Revolution
"We believe the event crew is the first step towards removing friction and creating increasing value in the overall event experience," said Max Gabriel. "We want to make AI invisible and people more visible in every interaction." Markus AI represents a paradigm shift in event technology—one that prioritizes human connection over technological complexity, and meaningful outcomes over feature checkboxes. As the events industry continues to evolve, solutions like Markus point toward a future where technology serves to amplify, rather than interrupt, the human experiences that make events truly valuable.
Early Access Available
Early adopters can join the waitlist at https://dearmarkus.ai to pilot Markus for their Q1 2026 events.