Written Simone Zaccheriniinnovation leader Italian Exhibition Group Spa,as well as UFI Digital Innovation Working Group.
The exhibition industry is at a critical crossroads. Traditionally, based on personal interactions, trade shows and business events, AI-driven automation and enhancements are now being integrated to increase efficiency and engagement. However, it is still a key success factor to deal with this transition through caution, trust in AI, problem solving, and productivity balance.
Finding real textures
As AI-driven solutions become increasingly integrated into digital experiences, doubts among customers are growing, and many people question the authenticity of online interactions. The only and unique thing about the exhibition industry (for the ability to create depth, authenticity, and sensory rich experiences), Highlights introduces the need for AI to prioritize transparency and trust. While AI can greatly enhance event logistics, networking and personalization, its success depends on ensuring customers, stakeholders and attendees are confident in their application and decision-making processes.
This paradigm has also appeared Accenture’s “Life Trends 2025“which states that brands should look for non-digital ways to really connect with their customers. Customers are looking for more and more Simpler technology When they need them.
This is one of the reasons why it may make sense Prioritize investments in intelligent automation over purely generated AI.
Why intelligent automation?
Intelligent automation – Defined as a strategic combination of artificial intelligence (AI), machine learning (ML), robotic process automation (RPA) and other advanced technologies to automate complex business processes with minimal human intervention – Crucial Used to manage the growing complexity and operational volume of the exhibition industry.
Such as Register, schedule, manage speakers or delegate data collection and logistics It can be automated effectively so that the team can focus on high-value activities. Therefore, this transformation not only reduces workload, but also enhances operations Accuracy and speed.
one Intelligent automation Proactiveness is built on modular components, once developed, Zoom and reuse In a variety of use cases.
For example, an automated solution designed to simplify management Event/Conference Schedule It may include at trade fairs Automatic collection of speaker data and consent forms. Then it can be the same component Effortlessly repurpose Meet various automation needs, e.g. Asset collection and verification In other business processes, greatly increasing Efficiency and scalability.
What is the return on investment for intelligent automation?
It’s easy to define the return on investment (ROI) for intelligent automation Quantitative TermsFor example Reduce operating costs or Improve speed and efficiency.
But, there are a few Qualitative factors consider. On the one hand, there are significant improvements Customer Experience (Click here for example). On the other hand, there is Human capital returnincluding enhancement Employee morale.
In fact, the tasks and processes that are most suitable for automation are usually The most boring, the most unpleasant. By automating these, employees can be unlocked to focus on More fulfilling high-value activitiesFor example Insights and analysis.
The future of work
As Future work report of the World Economic Forum Suggestions, not eliminating work, but Automation and AI will reshape work dynamics,create New opportunities and skills requirements.
The challenge for the future lies in Reaching the right balance between automation and human participationensure technology is Enabler, not substitute. By embracing this method, Exhibition Industry Can drive Innovate, enhance customer trust and build a more immersive and effective event experience In the next few years.
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