GP Lab Launches: Exploring the Future of Events and AI

Before we knew it, AI had become a natural part of our everyday lives. Its evolution has been remarkable, and in the business world, the conversation has already shifted from whether to adopt AI to how to use it effectively.

Against this backdrop, GP has launched GP Lab, a new internal organization dedicated to researching and promoting the intersection of events and AI. Through this initiative, we aim to explore practical applications of AI and contribute to advancing its adoption throughout Japan’s event industry.

AI in Events: Examples from Around the World

In Japan, AI is still primarily used during the planning and preparation stages of events—for tasks such as document creation, content development, and information management. Overseas, however, AI is increasingly being integrated into live event experiences themselves.

For example, the event platform Bizzabo utilizes AI to recommend sessions and networking opportunities based on attendee profiles and behavioral data. Meanwhile, Judy AI, developed by Singapore-based event technology company Jublia, analyzes attendee feedback through sentiment analysis, helping organizers continuously improve event quality.

AI is also becoming a visible presence within events themselves.

At the Jeju AI International Film Festival 2025 in South Korea, an AI announcer named J-NA co-hosted the event alongside a human presenter. At SIGGRAPH 2024, an AI avatar named Sophie took the stage and responded to audience questions in real time using generative AI technology.

These examples demonstrate how AI is evolving beyond a behind-the-scenes support tool and emerging as a technology capable of delivering sophisticated real-time analysis, interaction, and engagement.

The Current State and Challenges of Japan’s Event Industry

Despite these developments, Japan still has some distance to travel before AI is widely adopted in the same way.

One of the primary reasons is the limited number of case studies and practical examples available within the domestic event industry. As a result, many organizations lack both the knowledge and confidence needed to implement AI effectively.

To help overcome these challenges, GP established GP Lab, a dedicated organization focused on researching, testing, and implementing AI solutions for event production.

Key Initiatives and Projects of GP Lab

GP Lab is currently pursuing four major initiatives designed to accelerate AI adoption within the event industry.

Regular AI Study Sessions and Research Workshops

We conduct ongoing AI training programs for event producers and creative directors, helping them develop practical skills that can be immediately applied to their work.

These programs are supported by our partner, Autobahn Inc., which provides expertise and guidance in AI implementation and education.

Development of an AI Platform Specialized for Event Production

GP is currently developing GP Earth, an AI platform specifically designed for event production operations.

The system leverages the extensive knowledge assets accumulated through approximately 200 events produced annually by GP, including proposals, estimates, production schedules, operational know-how, and project records.

Unlike general-purpose AI tools, GP Earth incorporates GP’s proprietary expertise, workflows, and brand guidelines, creating a customized AI infrastructure tailored to our unique business requirements.

In-House Development of an AI-Powered Event Concept Creation Tool

GP members are also developing an internal AI application specialized in generating event concepts and spatial visualizations.

By integrating AI directly into the creative process, we are building practical knowledge around AI-driven creative workflows and exploring new possibilities for concept development and event design.

These hands-on initiatives form a core part of GP Lab’s activities.

Collaboration with the Omotesando After-School Club

GP Lab is also collaborating with the Omotesando After-School Club, a community that brings together professionals from across the event industry.

Within this community, AI has been established as one of the key research themes. Through discussions and knowledge sharing beyond organizational boundaries, we hope to contribute to the growth of AI expertise across the industry as a whole.

Looking Ahead

As a leading event production company, GP is committed to leveraging the latest technologies, expertise, and creative approaches to deliver outstanding results for our clients.

The launch of GP Lab represents another step in that commitment.

By continuously researching, testing, and implementing AI technologies, we aim to unlock new possibilities for event production while maximizing value for our clients. Through both experimentation and practical application, GP Lab will continue exploring how AI can help shape the future of the event industry.