Dominik Markoč, founder of Munich-based event agency Servicebroker GmbH, has published an unscripted dialogue with an artificial intelligence assistant that examines the future of human work in the event industry. The conversation, available at eventmanagementisdead.com/en/article, serves as the centerpiece of an initiative designed to spark reflection on technological advancement in professional fields. With three decades of experience, Markoč engaged Claude, an AI assistant by Anthropic, in a practical and philosophical exchange about where AI outperforms seasoned professionals and where human judgment remains irreplaceable.
The dialogue explores uncomfortable territory for an industry built on relationships, examining what happens when algorithms start handling logistics. 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 AI itself states in the conversation that it frees professionals from administrative parts that never defined them, allowing focus on core creative purposes. Markoč adds his perspective that AI offers tools but no goosebumps, emphasizing the emotional gap between technological efficiency and human experience.
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. 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. Event management serves as a microcosm of this transformation, relevant to many professions from design and music to law and logistics where similar divisions between administrative and creative work exist.
Beyond the dialogue, the website includes eight practical AI prompt tools for event professionals, covering tasks from venue research to run-of-show planning. These tools, tested across ChatGPT, Claude, and Microsoft Copilot, are designed as starting points for event professionals exploring AI integration. Servicebroker GmbH chose to publicly examine the disruption in its own industry rather than ignore it, creating both a professional resource and a time capsule of a pivotal moment. The project represents a documented, real-time exploration of how human expertise and artificial intelligence can coexist in a working symbiosis for better service to people, offering a model for other industries facing similar technological transitions.
