Preliminary results from Northern Ireland's first ever industry-wide wedding survey suggest AI use by suppliers and venues could be costing them enquiries.
The NI Wedding Directory has revealed the preliminary findings from The NI Wedding Survey, Northern Ireland's first industry-wide, public survey exploring the behaviours, priorities and economic impact of weddings across the region.
Launched earlier this year, the study questions both engaged couples and wedding businesses, creating the first structured, data-led picture of Northern Ireland's wedding industry.
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Sam McKnight, co-founder of The NI Wedding Directory, said, “By capturing real data on the lived experiences of both couples and businesses, we hope to build an annual resource that reflects the true landscape of the wedding industry here. It’s about giving a voice to the people behind the weddings and creating insights that can shape the future of the sector.”
Among the strongest early trends emerging is couples' attitude towards artificial intelligence in the wedding planning experience.
The findings indicate that 94% of couples think negatively toward wedding businesses that use AI-generated imagery or automated AI responses as part of their customer experience, and over 30% would be put off booking that vendor entirely. In fact, one couple said: "It is the most off-putting thing they could do (when marketing their business)."
In contrast, 70% of wedding businesses that have participated in the survey have indicated that they do use AI within their marketing materials, imagery or customer communications, highlighting a notable disconnect between supplier practices and consumer expectations.
The survey also suggests that transparency remains a major factor when deciding whether to contact a venue for more information. More than 95% of couples surveyed said that having pricing listed online is important when deciding whether to make an enquiry, with 61% rating it as very important. The findings indicate that couples want to quickly determine whether a venue fits their budget before investing time in contacting the venue.
Rebecca McKnight, co-founder of The NI Wedding Directory, said, “These early findings don't suggest that couples are against AI altogether. Many are already using AI during the initial stages of planning to ask questions, generate ideas or gather inspiration. But when it comes to engaging directly with the people they'll trust with one of the most important days of their lives, they're looking for an AI-free zone, particularly when it comes to pictures and messages.”
“Weddings are deeply personal, and we know from speaking to couples at our events that they want to feel that their suppliers genuinely understand them. Authenticity and human connection still matter enormously, and these early results suggest that could become a real competitive advantage for businesses who honour it.”
While existing statistics provide an indication of the number of weddings taking place each year, there has been little detailed research into the wider economic contribution of the wedding sector or the evolving expectations of modern couples.
Responses will continue to be gathered throughout the remainder of the 2026 peak wedding season and into the autumn, with the full Northern Ireland Wedding Report scheduled for publication in 2027.
Megan Wright, Director of Revenue & Sales at Galgorm Collection, said, “We welcome the introduction of The Northern Ireland Wedding Survey and the development of a dedicated Northern Ireland Wedding Report, which we believe will provide valuable insight for venues, suppliers and the wider hospitality industry.”
“As the wedding landscape continues to evolve, access to meaningful local data and consumer behaviour trends will be incredibly important in helping businesses better understand the expectations of modern engaged couples and adapt their offering accordingly.”
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“At Galgorm Collection, we are continually focused on delivering exceptional guest experiences across our portfolio of wedding venues, and initiatives such as this can play an important role in supporting informed decision-making, future planning and continued growth across the sector.”
The NI Wedding Directory is encouraging more couples and wedding businesses from across Northern Ireland to take part, helping ensure the final report provides the most comprehensive picture yet of the local wedding industry.
Couples planning their wedding, along with wedding-based businesses across Northern Ireland, are invited to contribute their experiences and opinions.
To take part in The NI Wedding Survey, visit https://theniweddingdirectory.com/survey.
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