Edgbaston Stadium has become the first UK venue to deploy AI-driven enquiry handling, qualification and proposal automation.
Edgbaston has partnered with event and venue management software leader, iVvy, to launch Instant Proposal - powered by hivr.ai.
With enquiry response times now heavily influencing conversions in meetings and groups, Instant Proposal gives hotels and venues the ability to respond within seconds instead of hours, removing manual admin and accelerating the entire enquiry-to-proposal workflow.
Instant Proposal uses hivr.ai’s email AI to automatically read and extract details from an enquiry, generating proposals within seconds directly within iVvy.
The launch also introduces a major new capability to the meetings and groups industry: AI-powered lead qualification and scoring, available for the first time through iVvyAI and powered by hivr.ai’s intelligence engine.
Edgbaston Stadium is the first UK venue to deploy this capability, using AI to analyse incoming event enquiries, identify those most ready to progress, and prioritise responses with greater speed and consistently.
Lauren Hall, CEO of iVvy, said: “This launch represents a major step forward for how venues manage demand. Instant Proposal - powered by hivr.ai brings automation and intelligence into the heart of the sales process, helping teams respond faster and win more business.
“Edgbaston’s early adoption shows just how transformative this can be.”
At Edgbaston, the technology is already helping the team capture and qualify enquiries faster, reduce admin, and focus on higher-value commercial activity.
Angela Sanders, head of Conference and Event Sales at Edgbaston Stadium, said: “We receive a high volume of enquiries across multiple channels, and speed and prioritisation are crucial.
“With AI-powered lead scoring and Instant Proposal capabilities, we can quickly identify our warm and hot leads, allowing sales teams to focus on the enquiries that are the best fit for our venue.
“It also frees up more time for consultative selling while AI handles initial qualification. It’s transforming how we work and how we serve our customers, and we’re already seeing strong results.”
