EDITOR ' S LETTER
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Editor Emily Wallin
Portfolio director Max Agostini
Reporter Joe Gallop
Marketing manager Georgina Kay
Sales director Paul King
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Exhibition News
Are robots going to replace us ?
A s the world wakes to the growing might of AI , marketers , content writers and journalists are quaking in their boots at the thought that the bots may replace us .
I asked ChatGPT whether it could replace me . It told me : “ As an AI language model , I do not have the capability to replace human beings ”, But then , if it was an evil robot capable of autonomous thought and planning to take over from humanity it would say that , wouldn ’ t it ?
Joking aside , by now we ’ ve probably all played about with the quirky applications of ChatGPT and other emerging AI tools . I asked AI to turn me into a robot – a task I could have watched an hour-long YouTube tutorial and honed my photoshop skills to perform , but this image was created in a flash .
I also tested ChatGPT ’ s ability to write the cover feature for this issue . It could provide some informative tips , but due to the data sources it relies on the results were outdated – citing UBM and Reed Exhibitions .
The point is , we do need to open our eyes to AI . As a tool it can speed up tedious and mundane processes and mine data better than a human brain ever could , targeting and personalising information based on cold-hard analytics . But it is a tool , like a pen , or the internet , that as humans we have the emotional intelligence to use in the ways we see fit , and a responsibility to use well .
In a great example of how it can benefit us , Tag Digital tell us how they have used AI to supercharge the marketing powers for some of the world ’ s biggest exhibitions ( P22 ).
Whilst AI developments are set to revolutionise many marketing operations , there are plenty of other ways exhibition marketers are driving visitors to their events and pushing their businesses forward . Strategic marketing adviser Karin Hausmann tells us some of the best strategies for improving conversions ( p25 ), TEMBO look into the latest marketing trends ( p40 ) and RX ( no longer Reed Exhibitions despite what the bots may suggest ) tell us about their branding journey .
So , assuming the robots haven ’ t killed us all by the time you read this , I hope this issue teaches you something machine learning can ’ t , and gives you the tools you need to thrive as creative , real-life human beings .
Emily Wallin Editor Exhibition News
Summer — 05