More artificial intelligence or more trade fair construction?

How refreshing to stumble upon a gem amidst the constant noise of social networks, one that intelligently debates the qualities of trade fairs in the age of artificial intelligence.

By Urs Seiler || June 1, 2026

Image: Hannover Messe 2026

The topic is “The future of trade shows: digital platforms or real relationships?”

The future of trade fairs as digital platforms has, as we know, proven to be an illusion, indeed a misnomer. We can only reiterate: there are neither "virtual" nor "digital" trade fairs, and perhaps there never will be. What this implies is the false notion that digitalization can make human interaction obsolete if we simply choose the right technology. Nothing could be further from the truth. Digitalization can improve trade fairs in their preparation, execution, and follow-up. This process is ongoing and has achieved a revolutionary turnaround with artificial intelligence. Here, the essay provides a good analogy to the metaverse and what it fails to deliver.

The essay states that future trade fairs will be far less tied to an episodic, short-term moment. We argue that the content of the fair, what is showcased—innovations, for example—will become a longer-lasting communication event. And here the essay makes a wonderful conclusion regarding digitalization: trade fairs will become year-round online platforms, but "neither dimension functions without the other."

Artificial intelligence as an opportunity for trade fair construction companies

This is a kind of all-clear for trade fair organizers, exhibitors, even visitors – and for exhibition stand construction companies; digitalization could replace personal meetings . We are currently developing a strategy with an exhibition stand construction company to not only use new AI tools, but to consider AI as an "operating system," and we have summarized this as "making trade fairs measurable – more artificial intelligence per square meter."

Speaking of "noise" on social networks: The essay also makes an insightful point: the risk of being constantly online lies in being weak at matchmaking. The challenge is to establish relevant connections – not simply every possible one! Artificial intelligence also comes into play here. It allows exhibition stand construction companies to become consultants for the entire trade fair process for their exhibitor clients, no longer just for the hardware (stagecraft).

Trade fairs as an eco-system

The essay concludes that the true transformation of trade fairs does not lie in the digitization of the physical trade fair, but—attention, trade fair construction companies—in sustainable trade fair construction. We have rarely read anything more intelligent, because so simple, on the topic of the "trade fair of the future" than this sentence: Trade fairs must become platforms that create added value for regions, communities, and supply chains—they must not just be events, but must become ecosystems.

And finally, the conclusion, the crowning achievement of the essay: The question is not whether trade fairs will become more digital, the real question is whether they will remain human.