How to use AI to turn one event into a month of content

Congrats! Your team just delivered an outstanding conference. The speakers were dynamic, sponsors were happy, customers got face-to-face time with your executives and sales took home some shiny new leads. It’s your moment. You’re a star. 

But wait. The valuable content you created is already gathering dust. No one planned for repurposing, no one clearly owns the follow-up and now your content’s lifespan is shorter than ever. 

That is where the promise of AI meets the reality of event marketing. Everyone says AI will change everything, but most teams are still figuring out how, where and when. Only 1% of the workforce are AI experts, per Section’s AI Proficiency Report. They’re usually at companies with enterprise tools and formal training programs—the rest of us experiment in real time, often without clear guidance or ownership.

How can event marketers use AI to personalize outreach, elevate event experiences and turn content into a steady pipeline of assets?

Use AI to streamline pre-event planning and content strategy

Ruth Favela is the AI marketing manager at weather intelligence company Tomorrow.io. Her early exposure to neural networks and LLMs shaped her technical fluency and strategic marketing approach and she shares her expertise generously, from LinkedIn conversations to podcast interviews. 

Tomorrow.io meets its government and private-sector customers at events around the globe, from major meteorological conferences to regional road shows. AI-enhanced storytelling powers every phase of the team’s event planning, from outreach to content capture to repurposing. 

Favela’s five-person team, which includes AI social and content specialist Madison Sofield, outperforms larger departments thanks to the integrated use of AI across the marketing lifecycle.

Here’s a look at some of their go-to workflows:

• Custom GPTs: Favela built custom GPTs for brand voice and executive voice and another that turns transcripts into blog sections and optimizes them for SEO. Sofield trained a custom GPT on top-performing LinkedIn posts and uses it to optimize new ones to match those patterns.
• Deep research: Before an event, the team identifies experts they most want to meet, then uses GPT-o3 to run reports on their companies. Those insights help them create hyper-personalized content before, during and after the event. 
• Video repurposing: The team accelerates post-event content production and enables repurposing at scale with tools including Opus, Descript and Goldcast. These workflows clip, summarize and theme sessions, tag and organize them in an event content library for use on social, web and YouTube.

For event marketers just getting started with AI, Favela offers this advice: prioritize one pain point and pick one tool. 

Dig deeper: How 3 companies are reinventing event marketing with SoLoMo

Use AI to personalize outreach to target accounts 

Favela blends account-based marketing strategies with generative AI and cross-team collaboration for targeted outreach to top accounts and prospects. She uses a specialized AI capability called deep research, where GPT scours the web for clues about a company’s goals, language and pain points, surfacing insights that help her team create pitch-perfect content. 

Here’s the workflow she recommends:

• Create a GPT project in ChatGPT or Claude for each high-priority account.
• Upload Deep Research findings — company background, public statements and earnings calls, social content, executive speeches — and layer in your brand voice, personas and product content. 
• Prompt GPT to generate personalized outreach and on-site materials tailored to your prospect’s role, industry and current challenges.

Generative AI may be the first coding language available to English majors, but it helps to think like a data scientist. Structured prompts deliver stronger results, so her team uses repeatable frameworks to build consistency into every project. 

Automate post-event content with AI

Madison Sofield says the most significant shift with AI isn’t tactical; it’s mental. Marketers must rethink their entire approach to the workday and workflow. Instead of asking, “How do I do this?” she suggests asking, “How can something else think or create for me so that I can focus elsewhere?”

That mindset shift became a cheat code for near-impossible productivity levels. Today, she’s in the director’s chair, tasking her AI tools to create and repurpose hours of content, then editing and refining it with custom GPTs that accelerate production and approval cycles. 

Because Tomorrow.io is a video-first marketing team, Sofield relies on three core tools:

• Opus: With one click, Opus repurposes long videos into ranked short clips based on content quality. You can edit captions, cut filler words and post directly to social. “We’re in the age of short-form,” she says. “It’s a game-changer for scheduling and repurposing.”
• Descript: The text-based editor is ideal for extended interviews and horizontal formats. Sofield also pulls transcripts into ChatGPT to turn video into LinkedIn carousels, newsletter copy or blog posts. “The video becomes more than a video. It’s a script I can reuse in different formats.” 
• HeyGen: To scale founder-led marketing, Sofield uses HeyGen to create AI avatar videos of their CEO, based on scripts generated through their executive-voice GPT. “A lot of founder-led companies are doing founder-led marketing,” she says, “and they can’t be in every channel.”

“With these tools, we’ve gone from a three-week video turnaround to four days,” Sofield says. “Now I can schedule an entire month of content ahead using clips from just one long video.”

Checklist: Build a scalable video repurposing workflow

• Hold cross-team workshops to identify sessions for sales and customer outreach.
• Get customers to sign off on on-site video testimonials or case studies.
• Set up a production workflow to record and deliver high-value sessions.
• Assign clear ownership for post-event repurposing and define AI tools for each task.
• Tag and store content (videos, blogs, graphics, carousels) in a shared library for team access.

For event teams ready to lead, start with one AI win

Companies seeing the most significant gains from AI aren’t just experimenting. They’re getting a clear message from the top. When CEOs set expectations to use AI and back it with training and internal policies, adoption accelerates, and teams get smarter and faster.

If that’s not happening in your org, don’t wait. Start small. Get buy-in on one tool, one use case. A single win, like cutting video turnaround time or boosting social engagement, can be incredibly persuasive for your CMO or head of marketing. 

AI-focused marketers agree that using the tools yourself is the best way to learn. Simple changes can transform a prompt’s output, which means editing — refining your prompt in the original window, sometimes multiple times — is just as critical as editing in traditional writing. Mastering that loop is where the real power is.

Remember, when you treat event content like a business asset and use AI to scale it, you’re not just running events. You’re driving pipeline. 

Dig deeper: How small companies make a big splash with event content