Digitalisation and AI

It is impossible to imagine life without the internet and digitalised processes. During the coronavirus pandemic, many trade fair organisers developed digital platforms for cancelled trade fairs. Since the end of the pandemic restrictions, there is no longer any demand for digital trade fairs. Studies show that over a third of exhibiting companies (35 per cent) were unable to replace the benefits of trade fair participation with other marketing tools during the pandemic. Meanwhile, digital platforms for trade fairs that are offered in parallel to the live event have become established. They can be a first point of entry and enable participation if travelling to the industry event is not possible. The aim is not to digitalise the trade fair, but to combine the best of digital and presence. Digital events do not necessarily take place alongside the trade fair, but also before and after it.

Artificial intelligence is the technological development that, alongside robotics and augmented and virtual reality, will have the greatest impact on the trade fair industry. Opportunity or risk? For trade fair organisers, the opportunities are paramount: 70 per cent of trade fair organisers in Germany already use AI applications - almost as a matter of course - in their areas of work, according to the AUMA Organiser Outlook 2025/2026. These include text generators, chatbots and virtual assistants, as well as applications for marketing automation and data analysis. Trade fair teams now need new skills. In the future, this will have an impact on the training content of the next generation of skilled workers. As in many sectors of the economy, the trade fair industry's need to invest in appropriate technologies, training and personnel is growing.

AUMA discusses the topic of AI from various perspectives at member events. On the one hand, the focus is on the benefits of AI tools in communication, and on the other hand on the legal framework.