From scattered questions to focus on the event

A few weeks ago, we joined and attended Tech That Touches in Brussels to showcase something new we’ve been working on: a WhatsApp Event assistant.

Built to support attendees before, during, and after the event, this assistant acts as a 24/7 digital teammate. It helps with practical questions ahead of time, guides visitors during the day, and even collects feedback once everything wraps up. But that’s not all. It can also send live updates to attendees. Whether these would be unforeseen last-minute room changes or traffic delays to quick announcements about a speaker or lunch schedule.

We see it as a perfect complement to the human team walking around the venue. The assistant handles the small, repetitive questions so staff can focus on what really matters: the event experience. Let the assistant handle the questions about lunch, parking or even the famous “where are the bathrooms?”

How people used it

Before the event, all visitors and attendees received an email from the organization asking if they wanted to sign up and stay up to date with event notifications via WhatsApp.

If they missed it or decided later, they could scan the QR codes printed on flyers and on their badges. One scan and they would have access to the WhatsApp assistent, Theo.

Before the doors opened

Theo was already busy. Attendees used WhatsApp to ask about directions, parking,(and even alternative parkings spots, because.. Brussels) and how to reach the venue. Some even warned they would arrive late and asked if our assistant could notify the event point of contact.

Theo shared directions, offered alternative parking, and automatically notified the organizer when someone was running late. That small touch saved time and stress for everyone.

During the day

Once the event started, most questions were about keynotes and speakers. Which is to be expected ofcourse. People asked for background information, start times, and which room they needed to be in.

Some even shared feedback about sessions they had just attended. It showed that Theo was not a static FAQ bot but a conversational assistant that could listen, respond, and take action.

Around lunch, traffic in the chat peaked. Many wanted to know what was on the menu or which drinks and desserts were available. We noticed one clear improvement for next time: Theo had general lunch info but not the full list of dishes or ingredients.

Visitors also left feedback about the food. They shared what they liked, mentioned what had run out, and even gave tips for next time. This kind of casual feedback rarely comes up in person but flowed naturally in chat.

Proactive updates

Throughout the day, Theo sent short broadcast messages. These included reminders for upcoming sessions, where to grab a coffee, and when keynotes were about to start. Attendees appreciated the updates and rooms filled on time, so say goodbye to people entering late 👋

A calm close

By the end of the day, Theo had proven itself useful. Organizers could focus fully on running the event instead of answering small, repetitive questions. They even encouraged visitors to “just ask Theo", knowing it could handle most requests with ease.

To close the day, Theo sent a final thank-you message, followed by a short satisfaction survey.

We also reminded attendees that our Rookoo flyers were made from seed paper. Yes, the kind that you can plant and grow into flowers. You can follow the growing progress here on LinkedIn

Results

Between 10:00 and 16:00, Theo handled over 80 conversations and exchanged hundreds messages with visitors. That is a steady flow of questions, updates, and feedback. All of it happened in real time, without pulling a single staff member away from their main work.

Why it matters

Theo showed that an AI assistant can add both efficiency and warmth to any live event. It does not replace the human team. It supports them. With instant answers, proactive updates, and quick feedback loops, everyone stays informed and connected.

PS: Next event, we’ll make sure it knows exactly what’s being served. 🧑‍🍳

If you are interested in learning more about the Rookoo assistants you can read more about Wintercircus's AI intake assistant here. Or Trenara's FAQ support assistant here. If you rather see it in action, book a demo here (or join us for a coffee in Wintercircus!)

About Tech That Touches

Tech That Touches is a one-day event about innovation and digital tools for better event experiences. The 2025 edition took place on Monday 13 October 2025 at Maison de la Poste, Brussels. It was organized by Flanders Convention Bureau with partners BEFuture, BE.DIGITAL.FLANDERS, Event Confederation, and XR Valley.