Feature
What will define the
exhibitor experience
of the future?
EN asked a range of event industry figures across the supplier,
venue, organiser and tech spectrum how the experience
of exhibitors might change in the years to come. Perhaps
unsurprisingly, the consensus was largely that the exhibitor
experience will become more personalised, making greater use
of tech for improved insights, ROI analysis and more effective
interactions with visitors.
The exhibitor experience of the future is set to be defined by
tech both in terms of the organiser-exhibitor experience and that
of the exhibitor and their prospective clients. While it was often
feared that technological advances might lead to a retreat from
the live, face-to-face experience, in many cases it is working
hand in hand to immeasurably improve it. EN
46 — April
Shane Hannam, portfolio
director, IBTM
“In the future, we expect to
see artificial intelligence
(AI) enhance many aspects
of the exhibitor experience.
From predictive analytics
showing what buyers
need before they ask for
it, to facial recognition
software offering additional
buyer insights to exhibitors
ahead of doing business,
to chatbots taking over
customer service, AI is set
to completely transform
the exhibitor/attendee
relationship and will allow
exhibitors to create more
tailored and immersive ways
to engage with customers.”