RainFocus on Tuesday announced RainFocus Nexus, an AI-powered upgrade to its event marketing platform that emphasizes open standards and interoperability — a strategic pitch to enterprise clients looking to integrate event technology into existing stacks.
Nexus offers specialized AI agents that operate on top of the RainFocus platform. It uses a shared contextual layer that sits between the agents and the system of record that holds core registration and content data. RainFocus said this approach allows the system to maintain a persistent understanding of each event’s state, including attendee identities, schedules and objectives.
Marius Milcher, vice president of platform strategy and AI at RainFocus, said Nexus represents a shift from a static to a dynamic system of record.
“We enable agents to become intuitive teammates for planners, marketers and sales teams, proactively anticipating the next best move to turn your event into a responsive growth engine,” said Milcher.
RainFocus designed the system to allow its AI to operate across event marketing, operations and attendee engagement without locking customers into proprietary models or cloud environments.
“RainFocus Nexus is built on top of the RainFocus platform, enabling customers to use our integrated architecture as a single source of truth to power our AI agents and theirs,” said JR Sherman, CEO of RainFocus.
Nexus uses open standards, including Anthropic’s Model Context Protocol (MCP) and Google’s Agent-to-Agent (A2A) protocol, allowing customers to use their own infrastructure. RainFocus said the cloud-agnostic design enables clients to connect Nexus agents to existing enterprise technology stacks.
The company said Nexus can configure itself, but insistes the it maintains a human-in-the-loop approach for governance and oversight.
Customers are not able to build custom agents within Nexus, but they can integrate third-party agents through supported protocols.
Nexus currently supports integration with Amazon Web Services, with Oracle Cloud Infrastructure and Microsoft Azure support planned.
Nexus itself is powered by Anthropic’s Claude model. Milcher said the company selected Claude because it performs well in agentic workflows involving complex event and marketing operations.
The Event Tech AI Race
RainFocus hinted at today’s announcement back in Octover when it announced a strategy for “accelerated AI investment.” Meanwhile, other event tech companies are taking varied approaches to introducing AI into platforms.
Cvent launched CventIQ at its own user conference in June, embedding AI throughout its event and hotel sourcing ecosystem. Bizzabo launched an AI-powered networking suite and recommendation engine, Swapcard launched AI-Recommended Leads that uses real-time engagement for lead scoring, and InEvent released a suite of AI tools to build websites, forms, personalized agendas, and enabling facial‐recognition check-in. Stova has yet to announce any AI updates, while vFairs offers standalone AI tools separate from its core event management platform.
Meet the AI Agents
RainFocus Nexus is launching with two AI agents: a configuration agent that automates registration and branding workflows, and a concierge agent that helps attendees with scheduling, wayfinding and real-time recommendations.
RainFocus plans to introduce three additional agents in 2026 and 2027. These include a growth agent focused on sales and marketing, an on-site agent for engagement tracking and reporting, and an integration agent designed to streamline data flows across systems.
Pricing, Integrations and Support
Customers must opt in to upgrade to Nexus. RainFocus is not disclosing pricing, saying costs vary based on deployment and usage.
Milcher said integrations are relatively straightforward, though timelines depend on customers’ data strategies and system complexity. After the initial integration process, agents can be activated without additional implementation work.
Customers will continue to use existing support channels. RainFocus said the addition of AI agents may shift support needs over time as more tasks become self-service.
RainFocus announced Nexus at INSIGHT, its annual user conference, which runs through Thursday in Salt Lake City, Utah.
