CI Group MD David Watt on AI, the human connection, and how he’s navigating the future of events and marketing

AI on the agenda

Sami aims to combine artificial intelligence with the company’s existing strategy, communications, and PR services. The concept was partly inspired by a TED talk from OpenAI CEO Sam Altman that emphasised the importance of maintaining a human element in the use of AI. Sami is intended to help clients address challenges related to the rapid development of AI technologies, focusing on safe implementation and practical applications across areas such as events, marketing, and design.

CI Group has been closely monitoring AI developments for years. Watt recalls tracking the evolution of AI from the early days of ChatGPT-2.5 to the transformative tools we see today like GPT-4, Midjourney, Sora, and more.

Watt recently delivered a keynote at the AI Summit UK on how AI and data are reshaping marketing, but for him , AI isn’t just a technological trend, it’s a mirror reflecting deeper truths about the role of human insight in an increasingly automated world. He shares an anecdote from a recent strategy session with a pharmaceutical board.

“The CEO had just attended a pitch from four agencies,” he says. “Three submitted nearly identical proposals because they’d all used AI tools like Perplexity and ChatGPT to generate their ideas. The only agency that stood out was the one that combined AI with genuine human thinking.”

The message is clear: AI can scale ideas, but it can’t substitute for human originality.

Watt draws inspiration from thought leaders like Simon Sinek, who remind us that imperfection, emotion, and lived experience are what make us human – and valuable.

“You can tell when an email is AI-generated,” Watt says. “It’s perfectly written, but lacks soul. It doesn’t feel like it came from a person. That’s the risk; if we over-rely on AI, we lose the imperfections that foster real connection.”

At CI Group, the integration of AI is intentional and strategic. The company is using it to streamline tasks, speed up processes, and uncover insights faster than ever before. But always with a human in the loop.

Their internal development team is building proprietary large language models trained on CI’s own data, ensuring both privacy and relevance. These tools can now create full event proposals – destination research, logistics, creative, past case studies – in a matter of hours, not days.

“We’re not here to replace people with AI,” says Watt. “We’re here to free them up to spend more time on creativity, strategy, and connecting with clients.”

He’s quick to acknowledge the divided views on AI, though.

“You’ve got doomers saying, ‘It’s going to take my job,’ and zoomers thinking it’ll solve everything overnight. But there’s a sweet spot in the middle, where you understand its power and use it to elevate your work.”

That sweet spot, he believes, is where professionals will thrive. The jobs that vanish will be those based on repetition; template writing, voice generation, graphic production. But new roles will emerge for those who can blend AI fluency with empathy and critical thinking.

Events in a changing world

CI Group’s events are primarily in-person and corporate – exactly the kind of experiences that benefit most from the human touch AI can’t replicate.

“There’s always this idea that events are the first to get cut in a downturn,” says Watt. “But I don’t think we’re in a downturn, we’re in a period of uncertainty. Companies are pausing big spends because they don’t have long-term confidence yet. I believe Q3 and Q4 will bring more clarity.”

While acknowledging the impact of Trump’s trade wars on sectors like the car industry, Watt notes that the events industry remains relatively unaffected, mainly because it doesn’t import or export physical goods, but experiences.

“Trump can’t put a tariff on an experience,” he quips – before quickly adding, “Yet.”

In the meantime, CI is using this moment to strengthen its AI capabilities while doubling down on its core mission: making it better.

“We’re not trying to replace events with AI,” says Watt. “We’re using AI to amplify them, whether that’s through better data analysis, smarter planning, or tailored engagement strategies.”

A focus on sustainability

Another pressing issue in the events space is sustainability, a topic Watt says is being brought into sharper focus by AI itself.

“There’s a paradox here,” he explains. “AI has enormous potential, but it also consumes massive computing power. There’s a real environmental cost.”

That’s forcing marketing and events professionals to think more holistically. For a long time, Watt says, marketing sat separately from sustainability concerns. But with generative AI now playing a larger role in campaigns, the two are converging.

“Events have come a long way on sustainability,” Watt says. “Marketing can learn a lot from us. But we all have to ask, how are we using AI responsibly? How do we innovate sustainably?”

Driving change – literally

Beyond the boardroom, Watt’s commitment to connection extends into personal action.

Last year, he and his brothers joined a convoy to Ukraine, delivering ambulances through his nephew’s charity, Driving Ukraine. What began as a cross-Europe road trip took a more solemn turn as they crossed the border.

“The moment that hit me hardest was walking through a war memorial in Lviv,” Watt recalls. “I saw a couple sitting by their son’s grave, and a young mother with two children at another. The kids were too young to understand what was happening. It was incredibly moving.”

The trip marked a milestone – delivering the charity’s 150th ambulance and surpassing £1 million in donations. It was, in Watt’s words, “the most emotionally challenging event I’ve ever helped organise.”