Dominik Markoč, founder of Munich-based event agency Servicebroker GmbH, has published an unscripted dialogue with Claude, an AI assistant by Anthropic, that challenges fundamental assumptions about his profession's future. The conversation, available at eventmanagementisdead.com/en/article, represents a documented exploration of how human expertise and artificial intelligence can coexist in the events industry and beyond.
Markoč, who has spent three decades planning corporate events, conferences, and incentives, initiated the exchange to spark reflection on the future of human work. The dialogue covers uncomfortable territory, including where AI outperforms seasoned event professionals and where human judgment remains irreplaceable. According to Markoč, AI excels at logistics, data analysis, and administrative tasks but cannot replicate the human qualities that make events memorable: empathy, sensory judgment, improvisation under pressure, and the ability to create genuine emotional connections between people.
The project argues that AI is transforming "event management"—the logistical, administrative process—into a largely automated function, while "event design"—the creative, human-centered craft of shaping experiences—becomes more important than ever. "AI frees you from the part that never defined you anyway—administering. What remains is what you actually set out for," states the AI in the conversation. Markoč adds, "AI offers tools—but no goosebumps!"
Beyond the philosophical exchange, the website includes eight practical AI prompt tools for event professionals, covering tasks from venue research to run-of-show planning. These tools are designed as starting points for exploring AI integration and have been tested across ChatGPT, Claude, and Microsoft Copilot. The resources acknowledge that technology evolves faster than any guide can follow, presenting them as snapshots rather than definitive textbooks.
The initiative positions event management as a microcosm of broader professional transformation affecting fields from design and music to law and logistics. Rather than replacing event professionals, AI shifts their focus. When technology handles budgets, scheduling, and venue research, professionals can concentrate on what only humans can deliver: reading a room, building trust with clients, and designing moments that resonate emotionally.
Servicebroker GmbH chose to publicly examine the disruption in its own industry rather than ignore it. The project serves as both a professional resource and a time capsule of a pivotal moment in the industry's evolution. By documenting this real-time exploration of human-AI symbiosis, the agency aims to contribute to an open discourse about how technology can enhance rather than replace human expertise in service-oriented professions.
