Insight
Navigating the Future of AI in Exhibition Marketing
Doug Baird , founder and president , RainFocus discusses AI , and balancing innovation with authenticity and compliance
I has rapidly made
A its mark on digital marketing , particularly in the exhibition space . With the promise of AI in video content creation and personalisation , marketers must tread carefully , ensuring that the use of this technology enhances creativity and authenticity rather than undermining it .
One of the key challenges is ensuring that AI-generated content resonates with audiences . With evolving regulations around AI , marketers must take extra care to adopt the technology responsibly and ethically , especially when incorporating it into video strategies for exhibitions .
Challenges of incorporating AI A significant challenge in using AI in marketing is maintaining authenticity .
For exhibitions – whether hybrid , virtual , or in-person – content teams might be tempted to use AIdriven , pre-recorded video content . However , there is a risk that the audience may be unaware of how the content was created or whether it was vetted by a human . This could erode trust and undermine the authenticity of the message . Transparency is key to combatting the scepticism increasingly associated with online content .
Another challenge AI introduces is compliance with data privacy regulations . As incorporating AI into workflows is relatively new for many organisations , marketers must be vigilant to ensure that AI-based campaigns align with both organisational and government regulations . This is crucial before implementing AI-powered video marketing strategies for exhibitions .
Above : Doug Baird
Opportunities and best practices AI tools are particularly effective for analysing data and personalising content following an exhibition . This allows marketers to deliver the content attendees want to see , thereby increasing trust and enhancing the experience of AI-powered processes . To maximise impact , it is essential to continuously monitor and refine strategies based on AI-driven insights to ensure content remains relevant and engaging .
AI also plays a role in demonstrating the return on investment ( ROI ) for events . By easily sorting through data , analysing survey sentiments , and identifying trends , AI helps marketers understand what works , what doesn ’ t , and informs future strategies . In video production for exhibitions , AI can assist in editing processes , streamlining production , and maintaining consistent quality , delivering a polished final product for viewers .
However , it is crucial to remember that AI is a tool to complement human workflows , not replace them . AI can assist with content creation and data analysis , but only within the parameters set by marketers . Without these guidelines , AI tools might produce results that lead to overpromising and under-delivering , leaving consumers feeling misled and dissatisfied .
Looking ahead As AI continues to evolve , we are likely to see an increase in the use of CGI and augmented reality ( AR ) in exhibition marketing . Consumers are drawn to immersive , personalised experiences , and marketers will harness this interest to create new levels of engagement . These innovations will not only redefine how brands connect with audiences but will also set new benchmarks for creativity and personalisation in the digital realm . EW
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