The AUMA study "Trade Shows in the Age of AI" examines how Artificial Intelligence (AI) is revolutionizing the trade show industry by analyzing the perspectives of organizers, exhibitors, and visitors. The study is based on surveys with 123 large trade show organizers, 500 visitors, and 23 experts, including Patrick Wölke, Head of Digital at Koelnmesse. The key finding is clear: AI is becoming a critical factor for the long-term success of the global trade show economy.
Koelnmesse is actively shaping this transformation. One prominent example highlighted in the study is the AI-based service "Lead+Meet," which enables personalized visitor navigation. Attendees submit their interests in advance, which are matched with exhibitor offerings. Upon entering the trade show hall, attendees receive real-time push notifications suggesting relevant exhibitors, paired with wayfinding support. This approach benefits all parties: visitors easily discover booths that align with their interests, while exhibitors can directly address potential customers. The result: significantly more efficient and effective trade show interactions.
"Our goal is to showcase how AI can create real value. By investing in innovative technologies, we improve the trade show experience and help our clients achieve measurable ROI,"
- Patrick Wölke, Head of Digital at Koelnmesse.
The AUMA study uses an evaluation model to balance the benefits and efforts of various AI solutions. By identifying high-impact and efficient use cases, Koelnmesse focuses on smart navigation, data-driven services, and automated processes to solidify its position as a leading global trade fair venue. Responsible use of AI is a core part of Koelnmesse’s digital strategy.
Gerald Böse, CEO of Koelnmesse, outlines the company’s vision: "Our mission is to provide the best possible trade show experiences, both analog and digital. AI is a tool we use responsibly and with a strong focus on customer needs." The study confirms the importance of innovative approaches like "Lead+Meet" in shaping the future of the trade show industry.
Learn more about Koelnmesse here.