Analysis
Trade show
innovation
through
AI
Matthias Baur shares some insights from his
MBB Consulting Group’s recent White Paper on
using AI to enhance the customer journey
uring the recent
UFI Congress in St
Petersburg, along with
members of the UFI
Digital Innovation Committee,
I had the opportunity to impart
a few ideas on the subject of
tradeshow innovation.
The topic triggered good discussion
which inspired MBB-Consulting
Group to release a White Paper
on ways in which artificial
intelligence (AI) can contribute to
tradeshow innovation. I offer the
following summary of extracts
from that paper.
Innovative ideas born from the use
of machine intelligence are seeping
into the exhibition world where
they are inspiring the evolution
and transformation of exhibitions
and how traditional business
is conducted. AI seems to have
rekindled our creative thinking
towards customer centricity and
how we can further influence the
customer journey and overall
experience.
Through the manipulation
and implementation of digital
tools, the appeal, effectiveness,
60
Issue 1 2019
productivity, interaction and return
for participants, as well as organiser,
has the potential to exceed current
expectations. The incorporation and
use of digital tools to enhance the
customer experience of tradeshows
is not only elevating the quality of
the events but also fostering the
competitive edge of the consumer-
supplier relationship, extending
smarter, more creative ways for
exhibitors to compete against a floor
suffused with competitors often
pitching for the same potential clients.
When considering current trends
and proposed future inventions,
specifically within the digital
realm, a good majority are focused
on customer service, customer
experience, participant interaction
and on how to maintain the
competitive edge, so it is not difficult
to imagine that digital innovation
and AI can indeed complement the
industry in which we work.
Of the many AI originations that
are impressing the business world,
there are a number from which we
can extract ideas and adapt into the
exhibition design. Here I will touch
on a few that have piqued my interest
and which have been unpacked in
greater detail in the paper.
w w w.exhibitionworld.co.uk