Accelerating progression in live events

The UK events industry is a major contributor to the national economy, employing over 700,000 people and generating £70 billion annually. Despite its scale, the sector faces a critical shortage of skilled staff, with 48% of agencies struggling to recruit experienced professionals. This reliance on undertrained junior staff leaves many ill-prepared for crisis management, a vital skill rarely taught formally or practiced until emergencies arise. The situation is worsened by the decline in educational pathways, with 25 of the UK’s 99 event management courses no longer accepting applications.

This project will develop an AI-integrated immersive training platform that simulates high-pressure live event scenarios, allowing learners to develop crisis response and decision-making skills in a safe, controlled environment. The modular programme features AI-generated virtual team members and scenarios covering crowd control, extreme weather, and security threats such as terrorism. Real-time biometric monitoring adapts the training to each learner’s engagement and stress levels, accelerating skill development and addressing talent gaps. By accelerating the development of situational judgment and crisis response skills, this solution aims to address talent shortages and raise professional standards across the UK events industry.

Combining AI and immersive technology with strong industry partnerships, this project offers a innovative approach to workforce development in a sector underserved by traditional training. It promises to transform learning through realistic simulations, preparing professionals for challenges that are impossible or unsafe to replicate in real life.