Founded in 1925, UFI, the global association of the exhibition industry, celebrates its 100th anniversary in 2025.
The International Federation of Exhibition and Event Services (IFES) will conclude its milestone “40 Years of Collaboration” celebrations at the 2025 IFES World Summit from June 17-20.
Targi Kielce's priority investment is entering the implementation phase. The new hall will be used for the first time in September 2026.
The annual 'Global Industry Performance Review' (GIPR) published by jwc continues to be a key knowledge source for experts and stakeholders of the events industry.
UFI, the global association of the exhibition industry, is delighted to announce the dates and hosts for its 2025 regional conferences.
The automotive aftermarket is undergoing a dynamic transformation driven by new energy, AI and digital expansion.
Just in time for Thaifex Anuga Asia 2025, the 3-kilometer long Pink Line extension from Si Rat Station is slated to be complete by May 2025.
The 18th Asian Financial Forum (AFF) 2025, co-organised by the Government of the HKSAR and the Hong Kong Trade Development Council (HKTDC), opened today at the Hong Kong Convention and Exhibition Centre.
Thailand’s MICE industry posted an impressive 42 per cent rise in overseas MICE travelers in its 2024 fiscal year (October 2023 to September 2024) totaling 1.16 million travelers.
Exhibition World Bahrain (EWB), in collaboration with the International Congress and Convention Association (ICCA), hosted a landmark gathering of international association leaders.
Efforts to build a new manufacturing, biomanufacturing and R&D hub in Saudi Arabia and across the wider Middle East are accelerating.
The section, organised by Fitur in collaboration with JN Global Project, will be showcasing the potential of inclusive tourism and its contribution to the economic, social and cultural development of destinations.
UFI, the global association of the exhibition industry, welcomed 600 delegates from over 55 countries to its 91st Global Congress in Cologne, Germany, from 20-23 November.
For Italian companies, the USA, Mexico, the Middle East and Asia are some of the most attractive foreign markets.
Representatives from UFI member companies from around the world met in Cologne, Germany, today.
The show’s 20th edition since its move to Barcelona will be dedicated to future challenges.
The exhibitions Jewellery Arabia, Scent Arabia, and Cityscape Bahrain will be held concurrently from 26 to 30 November 2024.
Connect Marketplace Hong Kong 2025 will unite the Meetings, Incentives, Conferences, and Events (MICE) community from March 19-21, 2025, at AsiaWorld-Expo.
The 14th Asian Logistics, Maritime and Aviation Conference (ALMAC) will take place on 18-19 November at the Hong Kong Convention and Exhibition Centre.
20.06.2024
The foundation ExpoTalent invited a group of 25 students to the Cybersec Europe show at the Jaarbeurs in Brussels and asked them to interview the audience and inquire, "How can AI improve the Customer Journey?"
By Ton Otten
At the Cybersec Europe trade fair on May 30th in Brussels organized by Jaarbeurs, students from the Zuyd University of Applied Sciences, at the request of ExpoTalent, conducted interviews with attendees regarding the role of AI in enhancing the visitor experience. This query elicited a range of insights and ideas on how AI can be effectively utilized to optimize the visitor's journey.
A commonly suggested idea was the use of AI to create a comprehensive and interactive map of the fair. This would help visitors navigate quickly and efficiently. One interviewee proposed filling out a questionnaire upon arrival. Based on the responses, AI could design a personalized route aligning with the visitor's interests, thereby minimizing time wastage and enhancing the overall experience.
Another application of AI was found in customer service chatbots. AI-powered chatbots can answer visitors' questions and direct them to the appropriate exhibitors, saving time and increasing efficiency. These chatbots can also make personalized recommendations based on the visitor's preferences, contributing to a more tailored and satisfying experience.
Exhibitors also see potential in using AI for content creation and preparing conversations with customers at trade fairs. AI can assist in making the right connections based on collected data about visitors' interests and preferences, thereby making networking more efficient and effective.
However, concerns were also raised about privacy and the loss of human interaction. Some visitors find the personalization offered by AI unsettling and fear it may make their visit too personal. This underscores the need for a balanced approach where AI is used to enhance the visitor experience without losing the human touch.
A key takeaway from the interviews is that
AI can play a valuable role in improving the visitor experience at trade fairs
through optimized route planning, personalized communication, and efficient
customer service. It is crucial, however, to pay attention to ethical
considerations and maintain a balance between technological innovation and
human interaction.
For instance, AI can track visitors'
locations in real-time and inform exhibitors about upcoming visitors, allowing
them to better prepare and cater to the specific needs and interests of these
visitors. This form of personalization is seen as a win-win for both visitors
and exhibitors.
Additionally, companies in the cybersecurity sector see potential in using AI for content creation and preparing conversations with customers at trade fairs. AI can help make the right connections based on collected data about visitors' interests and preferences, making networking more efficient and effective.
In conclusion, AI offers numerous possibilities to enhance the visitor experience at trade fairs. By deploying advanced technologies such as interactive maps, AI-driven chatbots, and personalized communication strategies, both visitors and exhibitors can benefit from a more efficient and satisfying fair visit. However, it is vital to consider ethical implications and preserve human interaction to ensure a balanced and positive experience for all involved.
Together with two former directors from RAI and Ahoy, the
author Ton Otten has started the foundation ExpoTalent. The aim is to stimulate
and support young talented individuals to pursue entrepreneurial careers in the
exhibition business.
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