First study on artificial intelligence within the trade fair industry

10.12.2025

Artificial Intelligence is set to change the German trade fair industry. Precisely how has been revealed in a new study conducted by the association the German trade fair industry, AUMA.

Across roughly 70 pages in German, the study outlines future scenarios and shows in detail, where AI is already being deployed within a trade fair context, which opportunities it offers and where its limits currently lie. The study was conducted by the economic research instituted Prognos. A summary in English is available now. 

Titled “Trade fairs in the age of AI: At the threshold between experiment and integration”, it highlights the industry’s status quo, which applications have already been successfully implemented, and which development paths are increasing in significance. The analysis is based on a broad industry survey, technological trend assessments and expert discussions. The outcome shows a nuanced picture: The German trade fair industry is approaching AI with openness, pragmatism and a clear focus on added business value. 

Jörn Holtmeier, managing director of the AUMA: “AI has become widespread within the trade fair industry, however its strategic use with a focus on value creation is still in its early stages. AI cannot replace personal interactions, but it can help prepare for them, consolidate them and serve as an extension to them. It helps make content more relevant, processes more efficient and contact more targeted. It thus increases added value within the trade fair industry, facilitating business through personal encounters. This study provides a lay of the land, outlining future prospects. It serves as a guidepost within the AI universe. With this, we also want to stimulate discussion concerning the transition of the trade fair industry towards the use of smart technologies and to provide guidance for exhibitors, event organisers and visitors.” 

The study in German is divided into three parts: Part 1 presents the findings from surveys conducted among event organisers, exhibitors and visitors. Part 2 identifies 79 fields of AI application – from “merchandising” to “preparation” and “observation” – it classifies solutions according to their potential and their degree of technological maturity. The potential-effort assessments are complemented by adoption stages, resulting in a clear overall prioritisation. Part 3 looks at trade fairs in a world that is increasingly driven by AI. Based on the findings, four future scenarios are outlined. These differ in the extent to which AI operates in the background, within fixed limitations, or assumes a visual and disruptive role at the centre of new business models. Finally, the report closes with strategic options in four business areas.

The annual AUMA Organiser Outlook 2025/2026 recently showed that 70 percent of those surveyed use AI within their personal workspace. Compared with a survey conducted in the previous year, this represents an increase of 14 percent. Usage still frequently focuses on individual work areas – in particular support when producing texts and within the context of chatbots and virtual assistants. AI is clearly viewed within the trade fair industry as an opportunity: 72 percent of those surveyed view the technology with an opportunity-oriented mindset. Fewer than four percent view AI as more of a risk. In the coming years, particularly high potential is seen in the areas of personalised visitor guidance, intelligent success measuring and marketing automation.