The team of intelligent agents, built by event industry veterans, integrates with existing platforms to eliminate app fatigue and deliver measurable, human-centric outcomes for attendees, sponsors, and organizers.

[London/New York, 12 November 2025]: Markus AI today announced the launch of the first complete AI event crew, built to eliminate the digital friction created by current event platforms and restore the human connection to events. 

Markus is designed to turn events into memorable experiences and measurable outcomes by focusing on connections and conversations.

• For attendees, Markus plans agendas, finds relevant products, and connects with the right partners.

• For sponsors and exhibitors, Markus expands audience reach, scores and activates leads, and ensures effective follow-up.

• For event organizers, Markus promotes events, facilitates valuable connections, and improves rebooking.

Tech Fragmentation Leading to Digital Friction

Over the past decade, events have become a maze of apps, platforms, and dashboards, forcing attendees and sponsors to download multiple systems and juggle multiple logins. This fragmented technology has created more barriers than bridges.

This call for a more unified, customer-first approach echoes a growing industry sentiment. Liz Irving, CEO of Clarion Events North America, recently noted on the Trade Show Talk podcast the need for a customer-centric approach, ensuring that both face-to-face and digital experiences “evolve to deliver ever-increasing value for customers and communities.”

“Event tech today is fragmented,” said Max Gabriel, Co-founder and CEO of Markus AI. “We want to mask the underlying complexity by letting the agents do the hard work, so the users can have a frictionless experience and focus on the connections and conversations. The mission of Markus is to make event interactions more valuable.”

A Team-Based Approach

While the market is seeing a rise in chatbots and concierge tools, Markus takes a fundamentally different approach. Rather than being a single-purpose assistant, Markus acts as a team of intelligent agents that work together to deliver a full event crew.

That team is comprised of:

• The Executive Coach: Focuses on the "why," helping users clarify their intent and align event goals to ensure every action is purposeful.

• The Expert Concierge: Acts as a dedicated subject-matter expert for the event, trained on all schedules, FAQs, sponsors, and exhibitor details.

• The Executive Assistant: Manages the "how," understanding user context and preferences to handle follow-ups, scheduling, and lead prioritization smoothly.

These three roles allow Markus to anticipate user needs, connect intent with action, and deliver truly human-like support across every phase of the event journey.

How Markus Fits Into Your Event

Markus is designed to integrate seamlessly with an event’s existing technology stack, from registration tools to CRM and lead capture systems. It eliminates silos instead of adding new ones, creating a smarter, seamless experience that works for every stakeholder.

Getting started is simple. When you onboard Markus, the AI crew is trained on your event’s unique context: your agenda, exhibitors, sponsors, FAQs, and audience data.

Event subject matter experts can collaborate directly in a short co-design process to shape how Markus understands and responds, ensuring every interaction feels authentic to your brand and relevant to your audience.

“We believe the event crew is the first step towards removing friction and creating increasing value in the overall event experience,” said Max. “We want to make AI invisible and people more visible in every interaction.”

Marco Giberti, Founding Board Member – Events Venture Group, said: “By 2030, AI will no longer be the assistant backstage. It will be the showrunner - orchestrating creativity, content, community, and experience."

Early adopters can Join the waitlist to pilot Markus for their Q1 2026 events.

About Markus AI 

Markus AI is your personal event crew, designed by humans and delivered by intelligent agents. Founded by event industry veteran Max Gabriel (formerly Chief Transformation Officer at Informa Plc) and 20-year data-analytics leader Ulag Thillainayagam, the company is built to minimize event friction and amplify human connection. Markus helps attendees, sponsors, and organizers get the most from every event by delivering personalized, frictionless experiences that turn events into outcomes. To learn more or join the pilot program, visit Markus AI.