AI and creativity in event concept development: Vietnamese event management student perspectives

This study explores students’ experiences of using artificial intelligence (AI) as a creative tool in event concept development. The research is based on an assignment completed by student groups during the final year of a British event management degree at a private international university in Vietnam. Through focus groups, the paper examines how AI supports ideation, collaboration, and the overcoming of creative blocks, while also highlighting student concerns about originality, cultural relevance, and overreliance. Findings reveal that students value AI for inspiration and efficiency but remain skeptical of its ability to generate truly innovative, emotionally engaging, or culturally nuanced ideas. The study underscores the importance of critical AI literacy, cultural adaptation, and ethical reflection in event management education. Educators seeking to integrate AI into creative curricula therefore need to ensure that human creativity and contextual understanding remain central.