London and Riga based tech marketing company has developed a digital AI assistant designed to handle the relentless flow of repeat questions and user profile queries facing major events, travel operators and sporting organisations, cutting support costs and freeing staff to focus on higher-value work.

Codnity Creative, the traffic and conversion specialists behind The AI Layer, has launched a purpose-built intelligent assistant for the live events, sports and ecommerce sectors. The tool sits on an event’s existing website and answers participant questions instantly, 24 hours a day, seven days a week, using only the organiser’s own published information and without requiring human intervention.

The company, which has previously worked with events including the Reykjavik Marathon, Suzuki Midnight Sun Run and Green Man Festival, says it is addressing one of the most persistent operational problems in the events sector: the flood of identical enquiries that hits inboxes as soon as registrations open and intensifies in the days before an event. A major golf tour operator is among the first to adopt the tool.

“We’ve developed a low-cost, competitively priced tool based on our experience working with major events. The same 15 questions account for the vast majority of participant enquiries at large sporting events,” said Frank Marr, Managing Director of Codnity Creative. “Staff spend weeks collectively copying and pasting the same responses, one by one, to thousands of people. Kit collection. Wave times. Parking. Refund policies. The answers already exist. Our AI Layer simply delivers them instantly.”

The numbers behind the problem

The scale of the challenge is significant and growing. The global events industry was valued at $736.8 billion in 2021 and is projected to reach $2.5 trillion by 2035, according to Allied Market Research. The number of events grew by 52% in 2024 alone, increasing pressure on organiser teams that have not expanded at the same rate.

A major marathon or endurance event with 40,000 participants can generate tens of thousands of direct enquiries in the weeks surrounding race day. More than 70% of inbound contact is typically driven by the same 15 core topics, including transport, tickets, logistics, kit collection, start times, course maps and refund policies.

A dedicated event customer support function typically costs more than £42,000 a year in staff costs alone. Event teams also lose an estimated 340 hours per major event answering repeat queries manually. The AI Layer resolves 94.3% of these queries without human involvement.

That performance is consistent with broader market trends. Independent research shows that well-optimised AI assistants can resolve up to 96% of chatbot interactions without any human agent intervention, while maintaining customer satisfaction scores of up to 97%.

The timing is also right. The share of event organisers not using AI at all fell from 50% in 2024 to 25% in 2025, showing how quickly AI has moved from an experimental tool to a mainstream operational resource. Those that have adopted it early are already seeing clear returns.

How it works

The AI Layer ingests an event’s full knowledge base, including participant guides, FAQs, route maps, transport information and timetables, and deploys a conversational assistant directly onto the event website through a single line of code. No developer resource, no rebuild, no downtime.

Unlike conventional chatbots, which rely on pre-scripted decision trees and often produce incorrect or fabricated answers, The Codnity Powered AI Layer uses semantic retrieval architecture. Every response is grounded in the organiser’s own published data. If the answer is not in the knowledge base, the assistant says so and routes the user to the appropriate contact. It does not guess.

This distinction matters. Conventional chatbot resolution rates vary widely depending on query complexity, often because the systems are not anchored to verified, source-specific information. Grounding responses in the organiser’s own content changes that entirely.

In 2024, 88% of consumers expected brands to offer a self-service support option, and 91% said they would use a knowledge base if it met their needs. For events, where enquiry volumes rise sharply and predictably, that expectation now carries real operational and commercial weight.

Beyond support: Turning enquiries into revenue

Every conversation is monitored for buying signals. A group enquiry, a question about VIP hospitality, or interest in a corporate team entry can each trigger an automatic lead score from 0 to 10, with the highest-value contacts flagged to the commercial team in under ten milliseconds.

Organisers can expect stronger upsell opportunities across hospitality packages, merchandise, hotel partner bookings and charity place enquiries. Every lead can be captured without a form, including name, email address, phone number and stated interest, then delivered with an AI-generated conversation summary to support follow-up.

The system can be live on an event website within five days of briefing. It carries a 99.9% uptime guarantee, is fully GDPR compliant, and ensures all data remains owned by the event organiser.

Please note: This is a promotional feature