Unlocking the Power of Generative AI: Applications of ChatGPT in Event Planning and Marketing Content Creation

This study investigates the real-world applications of ChatGPT in the meetings, incentives, conventions, and exhibitions (MICE) industry, with a focus on event planning and marketing content creation. Adopting a qualitative methodology, the research includes semi-structured interviews with industry professionals and analysis of two case studies from Southeast Asia. Findings demonstrate how ChatGPT is utilized in proposal writing, agenda design, creative brainstorming, multilingual translation, and brand storytelling. Results reveal that ChatGPT effectively reduces content production time, enhances interdisciplinary collaboration, supports cultural adaptation, and broadens regional communication. However, challenges related to content accuracy, ethical transparency, and human-AI collaboration boundaries remain significant. This paper contributes to the academic understanding of generative AI applications in the MICE field and provides actionable recommendations for practitioners and educators. It also outlines future research directions to assess long-term impacts and global scalability.