ROUNDTABLE
AI can help exhibitors identify and prioritise high-value prospects, enhancing business decisions.
fully replace in-person trade shows – especially for tactile products like lifting accessories – we do see value in hybrid models. Online pre-show demos, interactive product pages and follow- up videos extend our reach and reinforce key messages beyond the booth.
How can AI enhance the trade show experience? SN: AI has the potential to transform trade
shows by making interactions more targeted and efficient. AI-driven lead scoring can help exhibitors identify and prioritise high-value prospects, leading to more effective follow-ups. On the attendee side, AI-powered recommendations within event apps can direct visitors to the most relevant exhibitors, sessions and networking opportunities based on their industry, interests and behaviours. These enhancements create a more
Companies use exhibitions to showcase their latest products and innovations. 24 Summer 2025 |
ochmagazine.com
personalised and productive experience for everyone involved. TB: When it comes to AI, it can be beneficial for an exhibitor by taking lead generation from the show and putting it into their communications. For example, you can send a message to say thanks for dropping by. If you scan a badge and generate a lead, logging that a particular person is interested in a specific product, then AI can help by automating some of your messaging. AI is good at helping with the simple automation of some tasks, but it is also potentially dangerous. It comes back to the early days of computing when people would say ‘garbage in, garbage out’, so we can use it for some tasks but we have to be careful about how AI is implemented. JC: We are pondering how to advance in this as well. With facial recognition, will there even be business cards one day? On my international flights, I rarely need to pull out a passport. The days of dropping your business card in a fishbowl to win a prize might be over. Things are advancing – trying to predict and play Nostradamus on trade shows is the real challenge now. What will catch attention? What does the industry need? These questions are on our minds daily. KL: AI can greatly improve pre-show matchmaking by identifying target visitors based on industry and role, delivering personalised booth experiences – such as adjusting demos based on visitor profiles – and automating post-show lead scoring and segmentation. We are currently exploring ways to integrate such AI features into RiConnect. l
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