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registration systems , which seamlessly collect the right data so the best meetings are arranged for participants .” Enrico Gallorini , CEO of GRS Research , says : “ Our company believes that AI-driven personalisation and immersive sensory experiences will shape exhibitions in the next three years . “ While the adoption may start slowly , I ’ m optimistic that 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 in-person . |
“ Combined with AI-powered insights and smart matchmaking , they will foster deeper human connections , reinforcing the human element as the true unique selling proposition ... something no digital experience can replicate . In the long run , this will redefine the power of exhibitions .” Panos Moutafis , CEO of Zenus , provider of AI-powered solutions for events , believes : “ In the next three years , exhibitions will focus on creating immersive experiences and fostering meaningful connections . “ Younger generations crave authenticity and trust in-person interactions , making exhibitions a prime platform for engagement . |
Above : Data will be the cornerstone of competitive differentiation , says Tanya Pinchuk |
Technology like interactive displays and personalised content recommendations will facilitate these connections . “ Furthermore , advancements in data analytics will allow exhibitors to measure and optimise the attendee experience , ensuring impactful and successful events .” Baptiste Boulard , CEO of event platform Swapcard , says : “ Artificial intelligence will revolutionise exhibitions by enabling hyperpersonalised content marketing to attract the right audience . “ Event growth often faces a chicken-and-egg challenge : securing the right buyers unlocks exhibitor growth , while strong exhibitor participation attracts quality buyers . “ AI solves this by analysing vast data to identify and target high-value attendees with tailored messaging , ensuring relevance and engagement . “ This precision accelerates audience acquisition , delivering ROI for exhibitors and fostering event growth . “ Over the next three years , AIpowered personalisation will become essential for organisers to create thriving , data-driven exhibitions that align exhibitors ’ goals with the interests of attendees .” Chris Carver , CEO of next generation speaker and content management platform Sessionboard , adds : “ I believe we will see a significant leap in personalised content journeys before , during and after events . “ This will coincide with the increasing value marketing teams and CMOs place on event content as foundational to an organisation ’ s overall content and media strategy . “ As a result , this will drive further investment in the event industry and lead to a rise in mergers and acquisitions in the event tech space , particularly by companies outside the industry , especially from the MarTech world .” EW |