Technology
The next step in technology
Industry event tech leaders and members of the UFI Industry Partners Working Group collective share their thoughts on how AI can drive more effective event engagement and burnish further the appeal of face-to-face
s technology reshapes
A every facet of our world , the exhibitions sector is no exception . From innovative tools that enhance attendee engagement , to solutions that streamline operations and expand global reach – the possibilities seem endless , but that requires action . The UFI Industry Partners Working Group is a collective of industry experts committed to supporting and advancing the exhibition industry . By fostering partnerships with organisers and venues , the group plays a critical role in sustaining and enhancing the success of exhibitions worldwide . It provides essential collaboration in a rapidly evolving landscape through the exchange of knowledge , best practices and diverse insights spanning industries and services . But what do industry leaders see as the next transformative step ? Here , we delve into their perspectives on how innovation in technology will shape the future of exhibitions over the next three years . Tanya Pinchuk , CEO of event software specialists ExpoPlatform and vice-chair of the Working Group , says : “ The exhibition of the future will seamlessly blend face-to-face interactions with cutting-edge technologies like augmented reality and AI , creating immersive and impactful experiences . “ The organisers who lead the way will be those who harness AIpowered automation and advanced data analytics to deliver highly personalised experiences tailored to individual attendees ’ needs and preferences . “ Data – its strategic collection , insightful analysis and intelligent application – will be the cornerstone of competitive differentiation . “ Those who master these tools will not only enhance customer
Above : Enrico Gallorini
“ Over time , immersive environments engaging all human senses ( sight , sound , touch and even scent ) will become integral to the exhibition experience . These elements create moments of awe and emotional resonance that can only happen inperson .”
Left to right : Tanya Pinchuk , Zeyad Nader , Tim Groot satisfaction but will also drive operational efficiency and innovation , setting the standard for success in the ever-evolving world of exhibitions .” Zeyad Nader , CEO of Invisual , specialists in event maps , says : “ We believe AI is the most transformative force across industries today . “ While AI ’ s transformative impact on core aspects like exhibition preparation , matchmaking and post-event follow-ups is widely recognised , at Invisual , our focus lies on enhancing visitor experience and show marketing . “ Therefore , we ’ d like to highlight two less obvious , but impactful ways AI will revolutionise exhibitions . Wayfinding : We believe creating useful and visually appealing interactive maps of exhibitions will become a lot faster and more accessible due to AI advancements . Exhibition analytics : AI will help organisers better understand visitors ’ interactions by analysing heatmaps and wayfinding behaviour .” Tim Groot , CEO of event platform for engagement , Grip , says : “ In the future , Sam Altman , CEO of OpenAI , believes “ there will be a premium on human , in-person , fantastic experiences ”. I agree . “ Over the next three years , generative AI content will increasingly flood digital channels , resulting in humans seeking out valuable in-person interactions at exhibitions . “ Therefore , technology that enables more interactions and better business relationships will have the greatest impact . “ Examples include AI-powered meeting schedulers so participants get customised meeting agendas before the event ; smart badges , where participants can easily exchange contact information with the click of a button ; and intelligent
14 Issue 1 2025 www . exhibitionworld . co . uk