RainFocus Unveils RainFocus Nexus, a Cloud-Agnostic AI Agent System Built to Support Event Marketers as Teammates

RainFocus, a next-generation event marketing technology solutions provider, has recently announced the release of its new, secure, and cloud-agnostic system that is comprised of highly skilled AI agents that work well with event marketers and sales teams. This latest innovation was recently launched at the INSIGHT conference, an annual RainFocus flagship event, and is considered to be an evolutionary step in the improved use of the RainFocus technology through its innovative and proprietary context layer.

The RainFocus Nexus enables the platform to go beyond the traditional rule-based configuration approach. The users have objectives, along with the outcomes they wish to achieve, where the system automatically configures the workflows for them. The usage of the RainFocus Nexus brings in the concept of the augmented workforce, facilitated through the Human-in-the-Loop (HITL) approach for governance.

RainFocus Nexus is designed to enable an open and interoperable ecosystem. Instead of relying on closed proprietary environments, the framework adopts open standards like Model Context Protocol and Agent-to-Agent communication. Being cloud-agnostic means organizations can use their infrastructure while easily integrating RainFocus Nexus agents into established Martech and revenue operations stacks.

The platform is consequently based on a three-tier architecture that binds strategic intent with real-time execution and thereby transforms event marketing systems from static repositories into adaptive agent-powered workforces.

Also Read: IAB Tech Lab Opens Event and Conversion API (ECAPI) for Industry Feedback

At the bottom is the Orchestration Layer, consisting of a modular set of AI agents designed to perform specific tasks across the event life cycle. Agents currently available to select customers include the Configuration Agent, which automates complex workflows such as registration and branding to significantly reduce time-to-launch, and the Concierge Agent, which supports attendees with real-time scheduling, navigation, and personalized recommendations. Additional agents planned for release include the Growth Agent, focused on pipeline acceleration and buying signals; the On-Site Agent, delivering real-time operational insights during live events; and the Integration Agent, coordinating data flow across martech and revops platforms to enable immediate action.

These agents are supported by the Context Layer, which takes raw data from event and behavioral information and turns it into actionable intelligence. This layer of the platform, unlike traditional approaches that use static data sets, uses real-time data, such as attendee engagement and sentiment, to make decisions.

This enables the System of Record to provide the foundation for the RainFocus Nexus via RainFocus Modules such as Attendee, Content, Exhibitor, On-Site, Insight, Sales, and the Global Attendee Profile. These essentially provide the single source of truth for the marketing of events because they are the source of the data for other downstream applications.

What RainFocus Executives Are Saying:

Marius Milcher, VP of Platform Strategy and AI: “We’re charting the evolution from a static ‘system of record’ to a dynamic ‘system of context.’ Central to this vision is the architecture of a dedicated Context Layer designed to understand and support the ‘messy middle’ involved in events marketing orchestration. By laying this foundation, we enable agents to become intuitive teammates for your planners, marketers, and sales reps — proactively anticipating the next best action to turn your event into a responsive growth engine.”

JR Sherman, CEO: “From the beginning, we’ve highlighted the importance of real-time unified data, especially given the vast amounts of first-party behavioral insights gleaned through a multitude of formats across the event marketing channel. RainFocus Nexus is built on top of the RainFocus platform, enabling customers to leverage our integrated and consolidated architecture as a single source of truth to power our AI agents as well as theirs. Together, we’re placing customer journey optimization well within reach.”

Ashleigh Cook, CMO: “We have the benefit of understanding the entire customer journey across multiple systems. Our agents are equipped with the right context for real-time situational awareness, enabling them to act proactively to automate complex workflows, offer scalable attendee personalization, signal sales and marketing teams to accelerate pipeline opportunities, and more. We’re shifting from ‘AI as a feature’ with isolated tools like chatbots to ‘AI as a workforce’ with integrated agents.”

Brian Gates, SVP of Industry Strategy: “The key differentiator is that RainFocus Nexus was designed for the agentic web, ensuring interoperability, governed autonomy, and vendor neutrality. Our users gain a near limitless superpower to architect experiences at unprecedented scale. Their ability to accelerate lifetime value, exponentially grow loyalty, and be hyper-focused on the quality of engagement will usher in a new era of experiential marketing.”

Additional Announcements from INSIGHT

Alongside RainFocus Nexus, the company also introduced several platform enhancements. The new Sales Module aligns sales, marketing, and event teams around shared audiences, data, and revenue outcomes, helping events evolve into measurable revenue drivers. RainFocus also announced expanded webinar capabilities, enabling organizations to manage both recurring standalone webinars and large virtual or hybrid sessions within the same unified platform and data model. Additionally, new Meetings functionality simplifies the coordination of high-impact meetings for sales teams, executives, and event organizers by centralizing scheduling, approvals, and logistics—reducing friction while improving measurable business outcomes.

Together, these announcements underscore RainFocus’ broader vision of transforming events into intelligent, interconnected growth engines powered by AI-driven collaboration and unified data.