Mémoire-projet

Abstract

The European extended reality sector is expanding rapidly, driving demand for specialised B2B events that connect technology providers, creators, public institutions and end-user industries. In parallel, artificial intelligence is transforming commercial functions in B2B organisations, yet small structures struggle to convert experimentation into measurable efficiency gains. This thesis is rooted in a two-year work-study experience at Image&3D Europe (I3D Europe), a Belgian non-profit which co-produces UnitedXR Europe with AWE, the leading global organiser of XR exhibitions. The research investigates how AI-driven commercial digitalisation contributes to improving sales process efficiency in a B2B event organisation, and under what organisational conditions this contribution materialises. A qualitative and exploratory design was adopted, based on thirteen semi-structured interviews with event organisers, ecosystem managers and B2B sales-solution professionals across ten countries. The empirical material was analysed thematically through the People, Process, Technology and Data (PPTD) framework derived from the literature review. The findings highlight a universal sequence: organisations achieving measurable gains had consolidated their CRM, processes and data before deploying AI. A persistent gap exists between individual use of generative tools and genuine organisational integration, and dedicated indicators for AI performance are almost entirely absent. Process and Data emerge as the discriminating dimensions, whereas individual enthusiasm is widely shared and discriminates little. Awareness of GDPR and the EU AI Act remains partial across the sample. Five managerial recommendations are derived for B2B event organisations: starting from the targeted outcome, consolidating the CRM before automating, building collective adhesion and competence, adopting incrementally, and formalising data governance. These are then applied to I3D Europe through a PPTD diagnosis and short-term and medium-term priorities, complemented by an operational action plan in annex. The work closes with a reflexive assessment of the competencies developed throughout the two-year work-study experience.