iVvy launches AI tool as Edgbaston adopts Instant Proposal

Event and venue management software leader, iVvy, has launched a new automation product designed for venue and hotel group sales, with Birmingham's Edgbaston Stadium becoming the first site in the UK to deploy the system.

The product, named Instant Proposal, marks the first release under the iVvyAI banner. Utilising technology from hivr.ai, the companies have positioned the solution to streamline enquiry handling and the creation of proposals for meetings and group business.

Email Focus

Instant Proposal reads inbound email enquiries and extracts key details. It then generates a proposal inside iVvy within seconds, according to the companies. The initial release works through email. The companies said they plan voice and other features later.

The launch also adds lead qualification and scoring. iVvy said the system analyses incoming event enquiries and ranks them. Edgbaston Stadium has gone live with both Instant Proposal and the lead scoring feature, according to the companies.

Sales Workflow

Sales teams at venues often manage enquiries across different sources, then prepare written proposals and follow-up responses. iVvy said the process involves manual administration. It said response times influence conversion in meetings and groups sales.

In the release, iVvy described Instant Proposal as part of a broader move to embed AI functions into its platform. The company said the product targets the enquiry-to-proposal workflow. It also said it expects the approach to fit with sales teams that balance volume enquiries with larger, higher-value event opportunities.

First UK Deployment

Edgbaston Stadium in Birmingham hosts international and domestic cricket and also runs a conference and events business. The venue has deployed Instant Proposal as part of its sales process, according to iVvy and hivr.ai.

Lauren Hall, CEO, iVvy, linked the launch to venue demand management and sales operations.

"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," said Lauren Hall, CEO, iVvy.

The team at hivr.ai said it built its product around operational bottlenecks in meetings and group sales. It singled out proposal creation as a key point of delay.

"We built hivr.ai to remove the operational bottlenecks that hold back meetings and group sales. Creating proposals is one of the most critical - and slowest - parts of group and meeting sales, yet we know speed is everything. On average, 26 percent of same-day proposals convert, while next-day responses drop to just 15 percent. Every delay risks lost revenue," said Felix Undeutsch, CEO, hivr.ai.

Lead Scoring

Alongside automated proposal creation, the companies highlighted lead qualification and scoring. iVvy said the feature ranks enquiries based on readiness to progress. It said this creates a prioritised queue for sales teams.

At Edgbaston, the venue's conference and event sales team described the tool as a way to manage volume and focus on higher-priority leads.

"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," said Angela Sanders, Head of Conference and Event Sales, Edgbaston Stadium.

Company Background

Headquartered on Australia's Gold Coast, iVvy was founded in 2015 and now maintains regional offices in the UK, the US, South Africa, and Vietnam. The firm confirmed that it currently supports venues across more than 18 countries.

Meanwhile, hivr.ai was established in 2020 by former Expedia executives. Based in Germany, the company stated that it works with hotels and venues in 100 countries.

The two organisations have confirmed that their collaboration will continue to expand into additional venues and international markets throughout 2026.