Amex GBT ‘Partners’ With AI to Deliver Annual Event

Amex GBT flipped the script on the traditional buyer-seller model for its INTER[action] conference, its annual partner event. Suppliers selected the buyers they wanted to meet, instead of the traditional approach where attendees schedule meetings with suppliers. It leaned on AI  to make this happen.

"AI is not just a tool, but a strategic partner that empowers meetings and events professionals to deliver more engaging, impactful and intelligent event experiences with measurable impact," said Gerardo Tejado, SVP professional services and general manager, meetings and events, Amex GBT.

AI Streamlines Operations and Content

Previously, registration, appointments, and the mobile app ran on separate platforms. At this year’s conference, all three ran on the Stova platform, supported by AI.

AI also helped with the content strategy. During registration, participants answered 20 questions about their goals, expectations, and personal preferences. “That was loaded into AI and helped curate the sessions,” said John Palmisano, senior manager of global supplier enablement. 

AI is also helping keep costs in check, said Rich Atkinson-Toal, VP of global brand and The Experience Studio at Amex GBT, especially important as Amex GBT’s global meetings and events forecast reports that rising costs is the number one challenge of planners in 2026.

"Meeting professionals understand that digital technology can help unlock savings that can be redirected into improving attendee experience,” said Atkinson-Toal. "AI can ease that burden by automating administrative tasks and freeing teams to focus on creativity and engagement."

Many of the trends revealed in this annual forecast are woven into this conference, said Noelia Herranz Quijada, VP of Global Strategy & Business Enablement for Meetings & Events at Amex GBT. 

“It becomes an incubator of sorts,” added Palmisano.

Nurturing Partner Relationships

At events such as IMEX and IBTM, attendees typically build their own schedules through matchmaking platforms. Amex GBT pre-qualified buyers and arranged structured one-on-one appointments, giving suppliers targeted access to key accounts and categories. The conference is part of a broader, year-round supplier engagement strategy.

“We put the meetings in the hands of our business partners,” said Palmisano. “And we make sure our employees understand this event is for our business partners, they are at the core.”

Amex GBT’s annual event started 14 years ago as an internal employee meeting. “After a couple years we realized we needed more perspective from our supporting event partners,” said Palmisano.

Last year, the company launched The Experience Studio, a specialized creative division within its meetings and events organization that helped shape this year’s gathering.

“Many events focus on the venues and logistics and not enough on the experience,” said Atkinson-Toal.

Amex GBT manages 77,000 meetings and events annually, with The Experience Studio curating 10,000 of them.

Caesars Forum Conference Center hosted the gathering that brought together 550 attendees and 500 business partners. About 70% were from North America, with the rest from around the world.

A fitting location, said Herranz Quijada, as Las Vegas was ranked the number one destination for hotels booked by American Express Card Members through Amex Travel last year.