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GP Lab: A New Era for Business Events with AI

In April 2026, Global Produce, a leading event production company based in Shibuya, Tokyo, will unveil its groundbreaking initiative, GP Lab. This internal organization aims to harness artificial intelligence (AI) to revolutionize the business event sector. While AI is starting to be effectively utilized in the overseas event industry, the Japanese market is still exploring its potential. With GP Lab, Global Produce is committed to pioneering AI integration across three essential dimensions: planning, space design, and attendee experience.

The Inspiration Behind GP Lab

Recent findings from Global Produce indicated that international event platforms are increasingly incorporating AI into their operations. For instance, the event platform Bizzabo employs AI to recommend optimal sessions and networking opportunities based on participant behavior and demographics. Meanwhile, in Singapore, Jublia’s Judy AI utilizes emotional analysis on attendee feedback, significantly enhancing event quality. Meanwhile, at the Jeju AI International Film Festival 2025, AI announcer J-NA co-hosted the event alongside a human counterpart, showcasing how AI can play an instrumental role in stage performance and audience engagement.

However, the landscape in Japan remains less developed. Despite producing around 200 business events annually, Global Produce encounters significant obstacles: practical applications of AI in event planning are scarce, there is a lack of shared knowledge regarding AI's potential benefits in the event industry, and expertise in adapting successful international case studies to the Japanese context is considerably limited. Thus, the establishment of GP Lab aims to address these challenges and lead the industry towards AI integration.

Overview of GP Lab

The GP Lab is structured as a cross-departmental initiative within Global Produce, with potential collaborations with external partners in the future. Its core goal is to research and implement AI applications specific to the business events sector. Key projects under GP Lab include:

1. Regular AI Workshops: Targeted training sessions for event producers and creative directors to enhance AI literacy. These sessions aim to impart skills directly applicable to event planning, such as content creation and video production, with expert support from Outburn Co., a leader in generative AI training.

2. Development of GP EARTH: This platform will integrate knowledge accumulated from producing numerous events, enabling AI usage in proposal creation, budgeting, and scheduling. GP EARTH is not merely a tool for efficiency; it seeks to deliver value to event organizers, ensuring that program proposals are data-backed and transparent.

3. Concept Generation App: A custom-built AI application focused on designing event concepts and spatial imagery, led by in-house members with the intent of fostering practical insights through a competitive internal showcase.

4. Collaboration with Omotesando After-school Club: Engaging with a community of industry professionals to focus on AI utilization within the events industry, promoting knowledge sharing across various sectors.

Future Prospects

Looking ahead, Global Produce plans to materialize AI applications across three essential areas in its B2B event marketing services and specialized inbound MICE brand, DRAGON EVENTS:

• - Innovation in Planning: Leveraging AI for session design, participant analysis, and program optimization.
• - Enhancing Space Design: Utilizing AI MCs, digital humans, and generative AI in audiovisual presentations.
• - Optimizing Attendee Experiences: Implementing AI concierges and personalized recommendations while analyzing emotional feedback.

With international examples in mind, the GP Lab aims to first implement 'behind-the-scenes AI' before expanding to 'physical AI' in Japan's business events. Global Produce seeks to embody leadership in AI integration within event production, enriching the Japanese market’s standards and practices.

Concluding Thoughts From CEO Maki Mitsuhata

According to Maki Mitsuhata, the CEO of Global Produce, the integration of AI in events is a frontier that the Japanese event industry is only beginning to approach. The aim of GP Lab is not merely to drive operational efficiency but to leverage extensive industry insights and the capabilities of AI to demonstrate the rationale behind event program selections and their anticipated outcomes.

Through this new initiative, Global Produce aims to deliver happiness worldwide through the art of event production, catering to a unique vision of creating events that resonate with audiences on a profound level. For more information on Global Produce and its initiatives, visit Global Produce.