Interview
Making the right call Looking back on the MYS journey, what advice would Kline give young, event tech innovators starting out on their journeys today and what, if anything, would he have done differently?
“ The biggest challenge in our industry is knowing which of our tools to invest in and determining the right moment to bring them to market. In tech, it’ s easy to keep refining endlessly in pursuit of perfection, but part of my job is making the call on when a product is ready for market.
“ For young innovators, my advice is straightforward, put in the work and stay patient. Listen closely to your users and be willing to adapt, your customers will always show you where real success lies.”
For 2026, Kline has high expectations for MYS Connected which he says has created an ideal use case for combining LLM technology with in‐person events.“ The result is a hyper‐personalised experience that becomes more powerful the more it’ s used.,” he says.
“ MYS Connected enables organisers to deliver a personalised journey for every attendee. We use AI to leverage behavioural data to guide visitors to the most relevant exhibitors, sessions, products, suppliers, and networking opportunities before,
during, and after the event. Our builtin AI assistant, Ask Lina, can even suggest sessions or fill open time slots in an attendee ' s calender to maximise each individual ' s experience. The platform is available both online and through the MYS Mobile App.”
MYS is also actively serving the conference and meetings side of the event industry. Is that business as big as the exhibition side?, we asked Kline.
“ While our platform originally focused on the trade show space, we quickly recognised that most trade shows also include a conference component. Our conference management module opened an entirely new market for us.
“ One of the most interesting aspects of working in conferences is that success is measured differently. We look closely at how we can help attendees maximise their Return on
Time, quantifying elements of the experience wherever possible.
“ We are continuing to invest in this area, and we plan to launch an enhanced version of our conference management tool in Q4 2026,” says Kline.
And he underscores tthe importance of data for organisers today, stressing that good, clean data is essential.“ It underpins the quality of any technology you deploy and should be one of the core pillars of every organisation. Data is a living asset that constantly evolves, as a result it needs clear ownership from someone who understands its structure, integrity, and long‐term value. Without that foundation, it would be impossible to fully leverage AI.”
Kline underlines the events industry has the advantage of being deeply rooted in in‐person experiences, and believes the organisers who embrace AI to enhance those experiences will gain a meaningful edge in both retention and growth.“ Some are adapting faster than others, but the opportunity is immense.”
“ With accurate attendee, exhibitor, and behavioural insights, organisers can optimise floorplans, tailor their marketing, forecast demand, and understand how their event is performing in real time.
“ But having strong data isn’ t enough, how you present it matters just as much. We’ ve worked tirelessly to ensure organisers can access insights through clear, customisable dashboards, supported by AI‐powered deep learning and research. Our goal is simple; to provide not just data, but clarity that helps organisers take confident, informed action.”
“ We delivered 600 events in 2025, increasing revenue 13 % Y-o-Y. In 2026, with our new product range we’ re aiming for 30 % growth. We are on track coming to the end of Q1. Our customers include Informa, Clarion, Racoon Media, Infocom and many of the major associations in the US,” Kline adds. EW www. exhibitionworld. co. uk Issue 2 2026 39