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With the trade show industry being a “peoples” industry, where networking and one-on-one interaction and communication are key components of the business, what impact will Artificial Intelligence have on our industry, how can we utilise AI for our benefit and still ensure the sustainability and longevity of the profession.

The topic of AI is fast becoming more widely spoken, with interests in how this will influence the future. MBB-Media with GRIP, decided that now was the perfect opportunity to invite industry representatives for a round-table discussion on this very topic. On the 26th & 27th February industry colleagues from UBM, Artexis EasyFairs, Messe Munich, Reed Exhibitions, DLG Frankfurt Book Fair, Messe Frankfurt, to name a few, met in Cologne and Munich respectively.

The topic of the discussion focused on artificial intelligence within the industry, if and how AI is impacting and influencing the way business is conducted. The purpose for the discussions was to gauge industry representatives’ viewpoint on AI and the influence it is starting to have on the industry, the importance they attached to AI and their thoughts on how AI would shape the future of trade shows.

Prior to the round-table discussions taking place, a survey was distributed across the industry. The results of this survey provided good insight into how the industry currently views artificial intelligence. Information acquired from this survey as well as the round-table discussions offered an interesting perspective.

To receive a copy of the white paper on Artificial Intelligence, please send a mail to: or contact us via our website:

About MBB-Media

With over 18 years’ experience working for the world’s largest show organisers such as Reed Exhibitions, Messe Frankfurt, UBM and many more, the team of MBB-Media is well equipped to support clients of the trade show industry in a wide range of consulting topics, including:

• Event Company, Portfolio or Show Strategy
• Event Sales and Rebooking Concepts
• Commercial Due Diligence and Market Research
• Digital and e-Business Concepts
• Education and Training

Our client base includes companies such as UBM, Questex, StockholmsMaessen, Deutsche Messe, Qatar Tourist Authority, Expo Georgia, MCH and more. We are happy to provide testimonials and reference projects for each consulting topic we offer.

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