Technology is contributing to the enjoyment that festivals give to spectators, due to a more direct adaptation to each person's tastes and a more efficient organization, revealed the ISMT.

The contribution occurs through 'chatbots' that respond in real time, personalized recommendations of artists, extra-musical experiences at the event itself or intelligent ticketing systems.

"When the festival provides clear information and its applications, websites, and social media platforms function effectively, the public feels more confident, engaged, and inclined to trust both the event and the participating brands," said João Lopes, the researcher who led the study.

According to the ISMT professor, this is precisely where Artificial Intelligence demonstrates its real value: by enabling simple, useful, and personalized interactions, it enhances the overall experience, making the audience feel as though every detail was carefully tailored for them.

The study analyzed responses from Portuguese festival-goers who attended events where Artificial Intelligence was integrated.

The findings revealed that when everything functions smoothly, the perception that the festival is genuinely committed to delivering a quality experience strengthens the emotional connection between attendees and the event.

One of the key benefits identified was AI’s ability to alleviate common frustrations, such as long queues and lack of clear guidance to available resources.

Smart systems improve access to information, tailor experiences to individual preferences, and help festival-goers manage their time—leading to more personalized and positive experiences.

“AI doesn’t replace the heart of a festival—music, friends, atmosphere—but it can elevate it into something unforgettable,” said João Lopes.

When used well, AI signals that the festival is organized and focused on quality, comfort, and well-being. If discreet and useful, technology is no longer seen as intrusive but as an added value.

The study also found a strong link between memorable experiences and openness to AI, with those enjoying the event most showing the greatest acceptance of tech.

AI offers a competitive edge—if designed with users in mind and guided by clarity, practicality, and relevance.