RainFocus unveils RainFocus Nexus, an AI collaboration framework designed to automate and govern event marketing workflows at scale.
RainFocus, a provider of event marketing software, on Tuesday introduced RainFocus Nexus, an artificial-intelligence framework designed to embed governed, collaborative AI agents directly into event marketing workflows.
The system was unveiled during the keynote at INSIGHT, the company’s annual customer conference. RainFocus Nexus adds a proprietary orchestration and context layer to the RainFocus platform, enabling specialized AI agents to operate as coordinated teammates for marketers, planners, and sales teams rather than as standalone tools.
The shift reflects a broader move away from rule-based configuration toward goal-driven systems. Instead of manually assembling workflows, users define objectives and allow the platform to configure itself, while maintaining oversight through a human-in-the-loop governance model.
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The framework is built to avoid vendor lock-in. RainFocus Nexus is cloud-agnostic and supports interoperability through open standards such as the Model Context Protocol (MCP) and agent-to-agent communication, allowing organizations to integrate the system with existing enterprise infrastructure.
At its core is a three-tiered architecture intended to bridge strategy and execution. The orchestration layer deploys specialized AI agents across the event lifecycle, including agents that automate configuration tasks, guide attendees in real time, and monitor on-site operations. Additional agents planned for future releases are designed to support pipeline growth, operational decision-making, and data integration across marketing and revenue operations systems.
Beneath that sits a context layer that interprets data beyond traditional datasets, translating attendee behavior and program requirements into real-time decision support. The foundation is a centralized system of record powered by RainFocus modules for attendees, content, exhibitors, on-site activity, insights, and sales, anchored by a global attendee profile that serves as a single source of truth.
“We’re moving from a static system of record to a dynamic system of context,” said Marius Milcher, vice president of platform strategy and artificial intelligence at RainFocus. The architecture, he said, is designed to help AI agents anticipate next actions and support the complex coordination required in large-scale events.
JR Sherman, the company’s chief executive, said the platform’s strength lies in its ability to unify first-party behavioral data across formats and touchpoints. By consolidating that data into a single system, he said, RainFocus Nexus enables customers to power both RainFocus-built agents and their own AI tools.
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Company executives framed the launch as a shift from “AI as a feature” to “AI as a workforce,” emphasizing governed autonomy, vendor neutrality, and real-time situational awareness as core design principles. The goal, they said, is to transform events from isolated experiences into continuous drivers of customer engagement and revenue.
Alongside the Nexus announcement, RainFocus introduced updates to its Sales Module, expanded webinar capabilities integrated into its core platform, and a new Meetings offering designed to simplify scheduling and coordination for sales and event teams.
