ABSTRACT
The paper explores the integration of Artificial Intelligence (AI) into the management and
service innovations of the mass events, with a focus on Mahakumbh Mela 2025. Using
secondary data, the study analyses this intervention across SERVQUAL dimensions -
tangibles, reliability, responsiveness, assurance, empathy and communication to assess their
influence on the service delivery and its operational efficiency. Further, the study examines
the role of government in managing Kumbh 2025 through a PESTLE framework, elaborating
the political, economic, social, technological, legal, and environmental implications of AI
adoption. By positioning Kumbh as both a cultural mass event and a driver of local creative
industry, this paper shows how AI-led interventions blend with traditional practices, to
contribute to digital infrastructure, inclusive growth and sustainable development. The
findings offer insights into how AI can redefine event management, ensuring a seamless
balance between cultural traditions and modern technological demands.
Keywords: Creative Industry, Service Innovation, SERVQUAL Kumbh 2025, Artificial
Intelligence (AI),.