Dominik Markoč, founder of Munich-based event agency Servicebroker GmbH, has published an unscripted dialogue with Claude, an AI assistant by Anthropic, challenging the future of his profession. The conversation, available at eventmanagementisdead.com/en/article, serves as both a professional resource and a time capsule of a pivotal moment for event professionals navigating AI integration.
Markoč, who has spent three decades planning corporate events, initiated the project to spark reflection on the future of human work. The exchange explores where AI outperforms seasoned professionals and where human judgment remains irreplaceable. According to Markoč, AI excels at logistics, data analysis, and administrative tasks but cannot replicate the human qualities that make events memorable: empathy, sensory judgment, improvisation under pressure, and creating genuine emotional connections.
The project argues that AI is transforming "event management"—the logistical, administrative process—into a largely automated function, while "event design" becomes more important than ever. This distinction represents a fundamental shift for industry professionals. Rather than replacing event professionals, AI shifts their focus from administrative tasks to creative, human-centered work. When technology handles budgets, scheduling, and venue research, professionals can concentrate on reading rooms, building client trust, and designing emotionally resonant moments.
"AI frees you from the part that never defined you anyway—administering. What remains is what you actually set out for," the AI states in the dialogue. Markoč adds, "AI offers tools—but no goosebumps!" This contrast between technological efficiency and human experience captures the core tension explored throughout the conversation.
Beyond the philosophical dialogue, the website includes eight practical AI prompt tools for event professionals, covering venue research to run-of-show planning. These tools, tested across ChatGPT, Claude, and Microsoft Copilot, provide starting points for professionals exploring AI integration. The project acknowledges that technology evolves faster than any guide can follow, positioning these resources as snapshots rather than definitive textbooks.
Event management serves as a microcosm for many professions navigating similar transformations, from design and music to law and logistics. The initiative examines disruption happening within the event industry rather than ignoring it, documenting how human expertise and artificial intelligence can coexist. Servicebroker GmbH chose this public examination as a declaration of intent: human expertise paired with technological tools in a working symbiosis for better service.
For business and technology leaders, this dialogue offers insights into workforce transformation across knowledge industries. The implications extend beyond event planning to any field where administrative tasks can be automated, freeing human professionals for higher-value creative and relational work. The project demonstrates how industries can proactively engage with AI disruption rather than react defensively, providing a model for other sectors facing similar technological challenges.
