The exhibition industry, known for its dynamic nature and embrace of innovation, is on the cusp of a new era driven by the transformative power of artificial intelligence. Generative AI, with its ability to create content, analyze data, and automate tasks, is poised to revolutionize how exhibitions are planned, executed, and experienced. From personalized marketing campaigns to streamlined event production and data-driven insights, AI offers a vast potential to enhance efficiency, engagement, and overall value for exhibitors and attendees alike.
The 32nd UFI Global Exhibition Barometer provides a glimpse into this emerging landscape, revealing a growing awareness and optimism among industry professionals regarding the impact of generative AI. While adoption is still in its early stages, the survey highlights key areas where AI is already being utilized and predicts the functions most likely to be transformed in the coming years.
Generative AI in the Global Exhibition Industry: 10 Key Takeaways
- 🚀 Widespread Impact Anticipated: A vast majority (91%) of companies believe generative AI will significantly impact the exhibition industry.
- 📈 Growing Awareness: This belief has strengthened since the previous survey (87%), indicating increasing recognition of AI’s potential.
- 💰 Sales & Marketing as Prime Target: AI is expected to heavily influence “Sales, Marketing and Customer Relations” (80%), revolutionizing engagement strategies.
- 💡 R&D Transformation: AI is also poised to transform “Research & Development” (80%), enabling data-driven innovation and improved insights.
- 🔨 Event Production Enhancement: “Event production” (65%) is another area ripe for AI-driven enhancements, potentially streamlining processes and personalizing experiences.
- 💼 HR and Finance Applications: While less prominent, AI is expected to impact “Human Resources” (56%) and “Finance and Risk Management” (54%).
- ⚙️ Current Usage Reflects Future Trends: The areas where AI is already being used most align with those predicted to be most affected.
- 📢 Marketing & R&D Lead Adoption: “Sales, Marketing and Customer Relations” (37%) and “Research & Development” (35%) currently lead in AI application usage.
- 🎫 Event Production Embraces AI: AI is also being actively utilized in “Event production” (20%), showcasing early adoption for operational efficiency.
- 🌱 Early Stages of Adoption: Despite the high expectations, overall adoption of generative AI is still in its early stages, with significant potential for future growth.
As the industry navigates this new frontier, embracing AI’s potential while addressing ethical considerations and ensuring responsible implementation will be crucial. The future of exhibitions promises to be more personalized, data-driven, and efficient, with AI playing a central role in shaping its evolution.
Source: UFI
