LEHI, Utah, Oct. 9, 2025 – RainFocus™, provider of the next-generation event marketing platform, today announced its strategy for accelerated AI investment as it transforms the business for an AI-native future. From internal operations to the client-facing platform and the end-user experience, RainFocus sees this as a foundational shift that reemphasizes its customer-centricity and event marketing leadership.
“The future of enterprise software is not a single, monolithic platform, but a dynamic and intelligent network of collaborating AI agents,” said Marius Milcher, vice president of platform strategy and AI at RainFocus. “RainFocus is the foundational platform for this agentic AI web. We are leveraging AI holistically to reinvent how we work internally, reimagine what we deliver to our clients, and shape the future of our industry.”
This announcement comes at a critical turning point for the events industry, which has seen an AI adoption gap. Though AI has received widespread buzz and 69% of event leaders are already using it, the majority of event marketing teams are not leveraging AI for strategic planning, measurement, and forecasting (ELX Future-Ready Leadership Whitepaper).
RainFocus is uniquely positioned to extend the value of events beyond a single point in time and help event teams better leverage AI. The key is their Global Attendee Profile, the definitive intelligence layer that fuels their open, agentic platform. The Global Attendee Profile combines interest and buying signals, making it possible to create and repurpose content, distributing it seamlessly across a customer’s entire go-to-market ecosystem. With this distribution, every event engagement is a perpetual source of high-value content.
“Our core as an integration hub for data and content hasn’t changed,” said Milcher. “Our strategy will drive measurable business impact and build resilience for ourselves and our clients in a world where AI innovation never slows.”
The company is actively working on a number of AI developments in partnership with leading brands. Enterprise-level clients are already feeding RainFocus data, such as sessions, meetings, and venue information, into their proprietary AI solutions for more personalized experiences before, during, and after events.
Upcoming AI developments will ladder up to three core pillars:
- Operational Transformation: RainFocus treats AI as an organizational imperative to enhance its own business processes to become more efficient and innovative.
- Product and Platform Evolution: The company is evolving its platform from a tool that is used by people to an intelligent system that collaborates with them.
- Ecosystem Leadership: RainFocus is actively building for an open, interconnected, and intelligent future for event marketing technology.
“Data is the fuel that feeds AI, and our unified data approach has given us an edge in the industry,” said JR Sherman, CEO of RainFocus. “We are the best-of-breed in what we do, and that extends to our philosophy around AI. Our expertise is unmatched, and will enable clients to scale how they integrate AI into their events, marketing programs, and customer journey orchestration.”
Additional discussion of AI strategy will take place at RainFocus INSIGHT, the company’s annual flagship conference, on Jan. 20-22, 2026, in Salt Lake City and online.
FAQ
What is RainFocus announcing?
Its strategy for AI innovation at the company and with its product and platform evolution.
Why are they announcing it now?
AI innovation is not slowing down, and RainFocus sees this as an opportunity to transform the way they leverage AI internally and externally.
What does this mean for RainFocus clients?
- RainFocus employees will work with clients from a place of experience with AI tools through their upskill programs.
- The platform will embed AI across entire end-to-end event marketing workflows to streamline data into a Global Attendee Profile that integrates with CRMs and real-time CDPs to drive cohesive customer journeys.
- The platform will be vendor-agnostic, ready for a future of AI agents collaborating with partner agents to work seamlessly together.
How does this impact the events industry?
Unlike traditional event tech providers, RainFocus streamlines data from every touchpoint, interaction, and behavior, beyond a singular event. This creates a seamless and cohesive customer journey across all channels that fuels AI efforts.
About RainFocus
RainFocus is the next-generation event marketing platform built to capture and analyze unprecedented amounts of first-party data for exceptional events and optimized engagement throughout the customer journey. RainFocus powers flawless experiences with secure, scalable solutions to support the entire event lifecycle. The platform integrates with sales and marketing technologies, simplifying event registration, content management, and exhibitor activation across in-person, virtual, and hybrid experiences, all from a single dashboard. Leveraging real-time data, RainFocus provides actionable insights to drive personalization, accelerate qualification and lead conversion, and close deals. For more information, visit www.rainfocus.com.
Additional Resources
- Join the conversation with RainFocus on LinkedIn, Instagram, and Facebook.
- Visit RainFocus.com to learn more about our event marketing and management platform. If you’re ready to get started, request a demo.
- Discover RainFocus On Demand, the go-to learning destination for event industry leaders to discover the latest trends, thought leadership, and best practices, delivered on demand – any time, anywhere. Learn more.
- Are you interested in joining the RainFocus Partner Program? Apply today.
- Grow your career and help reshape the events industry at RainFocus. Apply here.
