Introduction
AI-led event technology company Premagic has appointed Adam Parry, co-founder of Event Tech Live and the Event Technology Awards, as a strategic advisor. The move signals the company’s intention to strengthen its position in AI-powered tools for events and to expand its reach in key markets across Asia, the UK and Europe.
Background or industry context
Event organisers are increasingly turning to artificial intelligence to manage content, streamline operations and personalise attendee experiences. From automated video capture to real-time analytics, AI-driven platforms are becoming core infrastructure for conferences, exhibitions and hybrid events. Vendors in this space are competing not only on features, but also on integration with existing event tech stacks and their ability to support global, multi-region deployments.
Within this environment, Premagic has emerged as one of a number of AI-focused platforms aiming to help organisers collect, process and distribute event content more efficiently. The company reports adoption by organisers across Asia, the UK and mainland Europe, reflecting the broader internationalisation of the event technology market. As hybrid and in-person events return at scale, providers are looking to experts with deep sector knowledge to guide product direction and go-to-market strategies.
Adam Parry is widely recognised in the event tech ecosystem as the co-founder and editor of Event Industry News, co-founder of Event Tech Live, and co-creator of the Event Technology Awards. Over the past decade, these platforms have become reference points for sourcing, benchmarking and discussing event technology solutions. Parry’s role at the centre of this network has given him broad visibility into how buyers evaluate tools, how providers differentiate, and where the market is heading.
Key developments or announcement
Premagic has formally confirmed Parry’s appointment as strategic advisor, adding a high-profile industry figure to its leadership circle. While financial or contractual details have not been disclosed, the advisory role typically focuses on guiding product strategy, partnerships and international growth rather than day-to-day operations.
According to the announcement, Parry joins at a moment when Premagic is seeking to accelerate development of its AI-driven capabilities and scale adoption beyond its current customer base. The company positions itself as an AI-powered event technology platform, suggesting that machine learning underpins core features such as content management, media workflows or attendee engagement tools.
With organisers in Asia, the UK and Europe already using the platform, Premagic appears to be targeting both mature and fast-growing event markets. The appointment of a UK-based advisor with a global network aligns with ambitions to increase visibility among organisers, agencies and venues, particularly in the business events, exhibition and conference segments.
Parry’s background spans media, events and technology. Through Event Tech Live and the Event Technology Awards, he has overseen programmes that highlight emerging tools, connect buyers and suppliers, and profile innovation across registration, virtual platforms, production, data and marketing technologies. His advisory position at Premagic is likely to draw on that cross-section of insight, focusing on where AI can add practical value for organisers rather than novelty features.
Industry impact
While a single advisory appointment does not, on its own, shift the market, moves involving prominent industry figures often act as indicators of how vendors are positioning themselves. By bringing Parry into its advisory structure, Premagic is aligning itself more closely with the established event tech ecosystem and signalling that it intends to be part of broader conversations around standards, interoperability and best practice.
The development also reinforces a wider trend: event technology companies are increasingly turning to practitioners and community leaders for guidance, rather than relying solely on internal product and engineering teams. This is particularly visible in AI-related projects, where the risk of building features that do not reflect real organiser priorities is high. Advisors with first-hand exposure to buyer challenges and procurement processes can help translate industry needs into product roadmaps.
For competitors, the announcement is a reminder that credibility in event technology is not only about technical sophistication but also about trust, education and community connection. Platforms that integrate AI into mission-critical event operations must address concerns around data privacy, reliability and user experience. Having recognised industry voices attached to a product can help open conversations with cautious buyers, especially in enterprise or association segments.
Why this matters for event professionals and technology providers
For event organisers, the appointment highlights a maturing landscape for AI in event operations. Rather than isolated pilots or experimental tools, platforms like Premagic are seeking to embed AI in core workflows, from content generation to on-site engagement. The involvement of an advisor who regularly surveys the global event tech market suggests a focus on addressing tangible problems such as:
- Reducing manual work in capturing and distributing event content
- Improving the speed and accuracy of media and data workflows
- Integrating AI features with existing registration, CRM or mobile app solutions
- Supporting hybrid and multi-region events with consistent tools and analytics
Organisers evaluating AI-based tools can read this move as a signal that vendors are investing not just in technology, but in understanding how that technology fits into live, virtual and hybrid event delivery.
For technology providers and partners, Premagic’s decision underscores the value of collaboration and cross-industry input. As AI capabilities become more widely available, differentiation may come from how effectively providers apply them to real-world event scenarios. Advisors with deep community ties can help technology companies identify partnership opportunities, avoid feature duplication and align more closely with buyer expectations.
Moreover, as regulatory and data protection frameworks evolve across different regions, companies operating in multiple markets need strategic guidance on compliance and trust-building. Advisors who work across Europe, the UK and Asia can help vendors navigate differing requirements and cultural expectations around technology adoption at events.
Conclusion
Premagic’s appointment of Adam Parry as strategic advisor reflects a broader shift in event technology, where AI tools are moving from experimentation to operational deployment. By drawing on the expertise of a figure closely associated with global event tech developments, the company is aiming to refine its product roadmap and strengthen its international positioning.
For the wider sector, the development highlights two key dynamics: the growing importance of AI-powered platforms in managing live and hybrid events, and the role of trusted industry intermediaries in shaping how those platforms evolve. As organisers reassess their technology stacks for the coming event cycles, moves like this will be watched for what they reveal about where vendors see the next phase of innovation.