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The Money20/20 Middle East event may be over, but for Tahaluf, measuring the business and deals it generates is a year-round process.

Annabelle Mander, Senior Vice President at Tahaluf, told CNN Business Arabic in an interview that the company tracks the investments, acquisitions, and deals resulting from meetings held during the event. This is in addition to measuring the economic impact of attracting international visitors to Riyadh.

From Meeting to Deal

Tahaluf relies on an internal matchmaking service to connect startups with investors, allowing it to know which parties met during Money20/20 and subsequently follow up on the outcomes of these meetings throughout the year.

"It might seem like Money20/20 is three days where business gets done, but for us, it’s really a 12-month ongoing process," Mander says.

The tracking is not limited to startups and investors; the company also monitors the announcements, deals, and contracts signed during the event.

AI Will Not Replace the Human Element

With artificial intelligence entering the events sector, Mander believes it will help companies research, make better decisions, and capitalize on the vast amount of available data. However, she does not expect it to replace the core aspect of this industry.

"The human element will remain paramount," she states, highlighting the value of face-to-face meetings, closing deals, and direct interactions. She adds that while AI will positively transform the sector, events will retain their human core.

Betting on Talent

As Tahaluf has grown from a handful of employees to over 300, Mander notes that the company isn't solely looking for individuals with prior experience in the events sector, but rather those with the "right culture, mindset, and willingness to learn."

In parallel with attracting international talent, the company is building a Saudi workforce through an academy and a graduate program. This allows participants to rotate through events like Money20/20 and LEAP, gaining firsthand experience before being offered job opportunities at the end of the program.

Mander says this model allows Tahaluf to maintain a steady pipeline of a new generation of Saudi talent, describing the program as an "incredible success."