The public perception of artificial intelligence (AI) today may be as mixed as public sentiment for Tesla’s electric vehicles circa 2008. While some people herald AI’s life-changing capabilities like the second coming, others rail against its alleged risks related to job loss, privacy, security, reliability, control, and more. (And then there are fears that computers will take over the world in a fantasy-turned-reality remake of “I, Robot.” But let’s not go there today.)
Just like electric vehicles (whose sales have more than doubled within Australia between 2022 and 2023 alone), AI is here to stay—and it’s rippling through the trade show industry.
Thanks to the myriad AI applications for trade shows, from personalisation and language translation to data analysis and cutting-edge attendee-engagement capabilities, AI is a valuable tool for almost any exhibit-marketing arsenal. Plus, in a world where AI is fast becoming the norm rather than the exception, an engaging exhibit experience isn’t enough anymore. Savvy attendees crave compelling interactions that are also tailored to their individual needs and preferences—and they want them served up on a platter like personalised Spotify playlists.
So will AI replace exhibit managers, exhibition stand designers, transportation reps, etc.? No, probably not in our lifetimes. But if you’re not harnessing the power of AI for at least some parts of your job, you could be replaced by someone who is. To ensure none of us are left on the platform as the AI train roars out of the station, here’s a quick overview of AI and its ever-expanding role in exhibitions.
What is AI?
Before we talk AI-powered trade show experiences, let’s level–set on what AI is and when it started. Simply put, AI is the development of computer systems capable of performing tasks that typically require human intelligence, such as understanding language and recognising patterns. In effect, AI involves teaching computers to think and learn for themselves, so they can solve problems faster and more efficiently than the human brain.
While AI was born in the 1950s, many people assert that it went mainstream with Watson, IBM’s supercomputer that in 2011 easily bested two human contestants on the quiz show “Jeopardy.” Since then, AI has evolved at a breakneck speed, and it’s woven its way into our everyday lives whether we’re aware of it or not. In fact, you’ve likely been using AI for years.
Common applications include:
- Virtual assistants (e.g., Siri, Alexa)
- Recommendation systems (e.g., Netflix, Amazon)
- Natural language processing (e.g., chatbots, translation services)
- Image recognition (e.g., facial recognition, object detection)
- Autonomous vehicles (e.g., self-driving cars and delivery services)
- Fraud detection (e.g., banking and finance applications)
- Medical diagnosis and treatment recommendations (e.g., Intermedica triage apps)
- Predictive analytics (e.g., weather forecasting)
- Robotics (e.g., manufacturing, automation)
AI Applications for Exhibit Marketers
Beyond Netflix, Alexa, and at-home uses for AI, what’s the impact of artificial intelligence in exhibitions? Or more specifically, how can it enhance, elevate, and optimize exhibition stands? Here are some of the more promising AI applications for stand managers.
Ideation / Brainstorming
First, let’s address the elephant in the room: computer-generated content, images, voices, and more. When we say AI is an ideation and brainstorming tool, we’re not suggesting that you let ChatGPT or Gemini do all the talking, nor that you trust that AI-generate content is always accurate or ethical. What we are saying is that AI can help you optimise your human capabilities. It’s a tool, not a replacement.
So just like you use a thesaurus to find the perfect word or you peruse online design-related sites for stand-design ideas, you can employ AI for myriad creative applications. Used most appropriately, AI generates ideas that you can then accept or reject—often taking a bit here, a smidge there, and creating an original concept faster than if you’d employed your brain alone.
You can employ AI-enabled devices to ideate on myriad topics including exhibit design, brand messaging, graphics taglines, social-media posts, emails, flyers, product guides, presentations, product demos, and on and on.
If you haven’t used AI to brainstorm just yet, sign up for ChatGPT or Gemini and type in any of the following. (Try it. It’s free!)
- What are 30 clever ways to draw C-level executives to my trade show stand?
- What are 20 things I can measure in my trade show exhibit to illustrate its ROI?
- List and explain 20 ways to minimise costs associated with my trade show exhibit program.
Chances are, you’ll discover some clever ideas. And whether you use them or not, the process will likely jumpstart your brain to conjure fresh ideas of its own.
Personalisation
From Amazon and Google Maps to Duolingo and Apple News, personalisation is ubiquitous—and profitable. Netflix, for example, developed a personalised recommendation engine that helps the firm save more than $1 billion per year. Granted, your in-booth personalisation initiatives likely won’t put billions in your company coffers. But given attendees’ appetite for personalisation and its potential benefits, it’s a need rather than a want for many booth managers. While personalisation is available in myriad forms, the following are some of the more common applications.
Chatbots.
Along with engaging visitors, answering questions, and collecting lead data (more on that later), chatbots can provide personalised interactions and product information and can even guide attendees to the specific stand areas that best fit their needs.
Personal Communications.
Out-of-booth show communications, such as emails sent before or after a show, can also be customised based on myriad factors such as what a recipient viewed on your website along with what they saw, who they spoke to, and what they said in your booth.
Recommendation Engines.
Based on attendees’ preferences and previous actions (e.g., watching a video, clicking on a product description, etc.), recommendation engines can suggest other products, videos, demos, and even in-exhibit locales that might interest each attendee.
While exhibits must always focus on face-to-face interactions, chatbots can effectively replace staffers in some instances. For example, rather than staffing a reception desk with a host or hostess from a temp service (many of which need considerable training on your products and brand), a chatbot can often provide more accurate and detailed product information as well as personalised recommendations based on attendee interactions. In turn, you may also be able to cut staffing costs.
Data Gathering, Analysis, and Automation
AI excels at data analysis and reporting, as it can quickly and efficiently gather and analyse disparate data sets and then provide valuable insights on everything from an attendee’s purchasing intent to overall brand perceptions. Here are a few applications specific to stand managers.
Attendee Insights.
AI can sift through the myriad data available at trade shows as well as specific visitor interactions to identify attendee trends, behaviours, preferences, etc. You can employ dwell times, heat maps, visitor footfalls, interaction patterns, and more to improve exhibit designs and floor plans, optimise graphics, customise product displays, etc. In some cases, facial-recognition technology can be used to track which attendees entered an exhibit and to identify sentiment-based insights about your offerings, attendee experiences, etc. For example, a U.S. health organisation wanted to better tailor sessions at its annual meeting to attendees’ interests, and to do so, it needed insights about how attendees felt about each offering. Its solution incorporated an AI facial-recognition technology from Zenus. During the event, sensors positioned outside key sessions recorded facial expressions to develop valuable insights about attendee sentiment.
Predictive Analytics.
Employing a host of factors, such as in-booth actions, follow-up queries, time in booth, etc., AI may be able to predict which attendees or attendee segments are most likely to purchase your products. You can then use this info to craft better marketing messages or to woo specific individuals. Similarly, AI algorithms can evaluate and rank leads based on their likelihood to convert, allowing salespeople to focus their time and attention on these high-potential prospects before moving on to less qualified individuals.
Post-Show Analysis.
AI-based tools can quickly analyse digital surveys, social-media mentions, media outlets, and more to identify what resonated with attendees at a specific show. Depending on the tool and the available data, you could glean insights on attendees’ perceptions of your brand, their opinions on your product demo, how your products stack up to the competition, and more. You might even be able to gather insights about how attendees feel about the show in general and whether they’re like to return in the future.
Lead Follow-up Automation.
AI can assist in not only categorizing and prioritizing leads but also personalizing emails based on each recipient’s interests, booth conversations, etc. However, AI can also automate the entire follow-up process, which can free up salespeople to focus on red-hot prospects or in-person sales calls. And of course, AI-enabled lead management and tracking can provide real-time metrics regarding responses and effectiveness.
Attendee Engagement
Leveraging smart technologies can transform your trade show booth into a hub of activity. Here are several innovative ways to engage attendees and leave a lasting impression.
Chatbots.
Yes, we already covered chatbots. But the medium used to house the chatbot can further foster attendee engagement. For example, what if you housed the chatbot within a robot host that “conversed” with attendees? Or could you create wearable devices such as wristbands that allowed attendees to quickly interact with screen-based chatbots? You might also use an app with a built-in chatbot to engage with attendees via their mobile devices. Or what about interactive tables, gesture-based technology, etc.? The point is merely that chatbots are inherently interactive and personal, and they can be adapted to a host of mediums to further optimise attendee engagement. Along these same lines, AI can be used as a translation tool, allowing you to easily converse with attendees in myriad languages.
Virtual Events.
Whether they’re standalone events or extensions of in-booth experiences, virtual events certainly have their place in the world of event marketing. However, unless you purposefully incorporate engagement tactics—both between attendees and hosts and between audience members—virtual events are often extremely impersonal. AI, however, offers multiple solutions. You might employ AI matchmaking technology to connect attendees with each other, salespeople, sponsors, etc. based on mutual interests. AI can also be used to incorporate live quizzes, polls, and Q&A sessions and to even provide real-time captions for improved accessibility.
AI-infused AR/VR.
AI-infused augmented reality (AR) and virtual reality (VR) are engaging and immersive in and of themselves. However, these experiences also can be tailored to an attendee’s job title, previous product interest, and more—and AI-generated simulations can adapt scenarios in real time based on attendees’ live interactions.
Full Event and Exhibitions Uses
While exhibit managers can’t make decisions about AI use across the entire trade show, these same individuals may hold this power when it comes to their company’s proprietary corporate events. The following AI applications can offer event-wide benefits including personalisation, automation, security, analysis, and more.
Matchmaking / Connections.
Matchmaking tools can connect attendees with each other as well as with exhibitors, local vendors, etc. For example, smart matchmaking tools can analyse attendee interests, behaviours, and profiles and group like-minded individuals to foster connections.
Face and Voice Recognition.
Along with personalisation benefits, face- and voice-recognition applications can improve event security, granting or denying access to entire events or to secure areas within the venue.
Traffic Flow and Interest.
What areas of the event drew the most visitor traffic? Which venue locations generated traffic bottlenecks? How did attendees feel after attending the keynote or specific sessions? AI technology can answer all of these questions and more.
Content-Delivery Automation.
Chatbots can effectively handle myriad tasks, often more effectively than their human counterparts; plus, they’re available 24/7 and can link to humans whenever necessary or preferred. Consider employing chatbots for event registration, frequently asked questions, session suggestions, surveys, event reminders, multilingual support, virtual concierge services, etc.
Personalisation.
AI allows you to gather insights about attendees’ interests, preferences, and behaviour patterns and to then tailor messages, sessions, and more accordingly. For example, AI can use attendee input to provide personalised recommendations for sessions, exhibitors, local restaurants, activities, and more.
A Word of Caution
As mentioned at the start, people have mixed feelings about AI, including real or exaggerated fears about its lasting impact. But even if exhibit managers are 100% on board with the technology, they must address concerns specific to the use of AI at exhibits and events.
Data–Privacy Laws / Data Leaks.
Whenever you’re collecting attendee data, you must abide by data privacy and storage regulations. Along these same lines, ensure you’re transparent about your data collection and retention practices and be sure to take appropriate security measures to properly encrypt, secure, and potentially store protected data.
Accessibility Regulations.
Ensure that your content and delivery mediums abide by local accessibility and disability regulations such as the Disability Discrimination Act (DDA).
Integration.
Some AI tools play well with other tech. Other solutions require expertise to integrate effectively. Point is, plan a little extra time and money to integrate new AI applications into your program rather than assuming they’re going to be a plug-and-play addition.
Missing Human Element.
While AI offers myriad benefits, never forget that trade shows are face-to-face marketing mediums. So always retain an appropriate balance of AI and human interactions.
Final Words on AI in Exhibitions
When it comes to the long-term impact of AI, the verdict is still out to some degree. It might be the greatest advancement the world has ever known, or it could be the end of humanity as we know it. More likely than not, it’s a little of both.
But as the pendulum of progress swings between promise and peril, one thing remains certain: AI offers seemingly endless possibilities for exhibit and event managers. You can love it. You can hate it. You can fear it. And you rail against it like overly secure product packaging. But it’s not going away. And while machines likely won’t replace you anytime soon, people who don’t use AI will likely be phased out in favor of those who do.
If you’re ready to employ AI-powered applications in your exhibit program, ExpoCentric can help. Reach out today for an obligation-free conversation to discuss your exhibiting pain points, and explore several AI-fuelled solutions that might assist you. As a trusted name in the industry and Australia’s No. 1 exhibitions company, ExpoCentric can walk hand in hand with you as we embrace AI in exhibitions.
15 Ways to Use AI in Trade Show Exhibits
We’ve been talking about AI in fairly broad terms, offering general ideas on how it can be used to enhance, automate, analyse, etc. But to help you better envision its real-life applications, here are 15 previous and potential uses for AI within the exhibition world.
1. Develop AI-fuelled gesture recognition technology for attendees to interact with virtual product prototypes.
2. Enlist an AI skin-analysis tool to recommend personalized skincare products.
3. Analyse customer interactions and create a customized shoe-fitting experience with personalised recommendations.
4. Use roaming robot chatbots to help attendees find what they need in your exhibit.
5. Employ AI-driven product recommendations based on attendee interactions.
6. Use AI facial recognition to recognise VIPs and personalise greetings and product demonstrations.
7. Offer an AI-powered personality quiz to match attendees with their ideal car model.
8. Gauge attendee reactions to a new product with AI-powered sentiment analysis.
9. Bypass bartenders and use robots to mix and serve drinks in the booth.
10. Leverage AI social-media monitoring to track brand sentiment during the event and adjust messaging on the fly.
11. Employ virtual reality test drives in self-driving cars to demonstrate autonomous vehicle technology.
12. Incorporate voice-command technology that allows visitors to control in-exhibit interactives.
13. Trade temp staffers for AI robots to distribute product samples.
14. Offer virtual makeup “try on” experiences.
15. Leverage attendee-perception data to customise in-booth music on the fly.