Artificial intelligence, virtual reality and sustainable design are key trends shaping the use of technology in entertainment and live event production, according to a new survey for BIM software specialist Vectorworks
The Insights Tech Report, produced by global crew network Entourage Pro, surveyed event professionals across 37 countries.
The report emphasizes the gradual integration of advanced technologies within the industry, highlighting the need to balance innovation and creativity with the practical challenges many industry professionals face.
Notable findings include:
- AI is increasingly integral to the industry in enhancing design processes despite facing technological and ethical concerns.
- VR and augmented reality (AR) are employed for immersive experiences but are limited by costs and the need for training.
- Sustainability is a rising and renewed focus, although energy-efficient practices often face financial and client-related challenges.
“Technology is not just transforming the event production landscape; it is redefining how we envision and execute our projects,” said Vectorworks chief marketing officer Jeremy Powell.
“This report sheds light on the critical role of AI and VR tools, as well as sustainable practices, emphasizing both the industry’s opportunities and challenges. By investing in education and resources, we can empower professionals to fully embrace these innovations, ensuring a more creative and environmentally responsible future for event production.”
Tentative embrace of artificial intelligence
The report identifies AI as increasingly recognized within the entertainment industry, with 71% of respondents acknowledging its relevance.
However, in terms of using generative AI in design processes, 78% have not yet adopted this technology, revealing opportunities for growth in AI integration.
Among those who have embraced generative AI, 68% use it “sometimes.” Notably, both image-based AI and text-based AI have relatively high adoption rates at 78% and 84%, respectively. ChatGPT emerged as the most widely used AI engine, with 83% of respondents noting its significant impact on the industry.
Despite the reported benefits, such as enhanced speed, creativity and time savings, barriers to adoption remain, primarily due to a lack of knowledge (59%) and technology limitations (32%). This indicates a need for increased education and training to foster broader AI adoption in the entertainment sector.
Clear gap between AR/VR hype and use
Although there is considerable potential for AR/VR to transform work processes and experiences within entertainment, several barriers must be addressed to unlock its full capabilities.
While most respondents acknowledge the existence of AR/VR, with 76% deeming it “somewhat to extremely prevalent,” actual adoption rates paint a different picture: only 20% have integrated VR tools into their processes.
This gap highlights the disparity between recognition and actual use. Most respondents who have already adopted VR noted a need for new tools and resources to facilitate its use, including new software (74%), new hardware (68%) and training (47%).
The primary challenges to adoption include lack of knowledge (52%), costs (40%), lack of training (30%) and technology limitations (22%). Despite these hurdles, VR’s advantages, such as enhanced visualization, immersive experiences and remote interaction, are recognized across the board.
A turning point for sustainable design
The significance of sustainable design in the event production industry continues to grow.
A substantial portion of respondents (84%) indicated that they incorporate sustainability into their work at a “somewhat” to “extremely” high level. Both clients and artists are increasingly advocating for sustainable practices, with 70% “sometimes” to “always” requesting these measures.
The most sought-after sustainable design practices include energy-efficient lighting (64%), waste reduction (52%) and the use of recyclable materials (42%).
Despite nearly half of the participants (47%) considering sustainability in their most recent projects, several challenges hinder its wider adoption. These barriers include budget constraints, a general lack of concern, industry-specific issues and cultural attitudes that resist change.
Looking ahead, there is strong anticipation for stricter environmental regulations and the adoption of new technologies, although opinions differ on the pace and extent of these changes.
