Leveraging generative AI for marketing in the Maltese events industry

Abstract

This research set out to explore how Generative Artificial Intelligence (Gen AI) tools could be leveraged by marketing professionals within Malta’s events sector. Given the rapid growth of the local entertainment industry and the global emergence of Gen AI in marketing practices, the study aimed to investigate the extent of its adoption, its benefits, challenges, and ethical considerations, especially in a Maltese context where little to no academic research existed. A qualitative methodology was adopted, relying on semi-structured, in-depth interviews with event organisers, marketing professionals, and company directors. Secondary data from literature reviews also provided a theoretical foundation. Primary data gathered through interviews was categorised into key themes such as current industry challenges, marketing strategies, Gen AI adoption, and perceived benefits and limitations. The general findings revealed that while awareness and experimentation with Gen AI are increasing, its full integration into marketing strategies remains limited. Participants highlighted efficiency gains, cost savings, and enhanced content creation as key advantages, while also expressing concerns about a lack of technical expertise, trust issues, and the risk of losing creative authenticity. Ethical considerations, particularly surrounding transparency and audience trust, were also notable concerns. These findings suggest that although Gen AI presents transformative opportunities for the Maltese events industry, a cautious and educated approach is required for its successful adoption. Conclusions reached indicate that human creativity remains irreplaceable and that AI should serve as a supportive tool rather than a full replacement. The implications of this study call for industry-wide education initiatives, the development of ethical guidelines, and strategic, gradual adoption of AI tools to enhance marketing effectiveness while maintaining brand authenticity and consumer trust.