[Edaily Reporter LEE SEON-WOO ] "Keep AI behind the scenes."
Chris Skis, Executive Director and CEO of the Global Association of the Exhibition Industry (UFI), introduced this approach to utilizing AI (artificial intelligence) in the exhibition and trade show industry during the “Exhibition Industry Day” ceremony held on the 16th at The Westin Parnas Seoul in Samseong-dong, Seoul. He explained that while AI has made it possible to capture and analyze diverse and vast amounts of information in real time, the focus should be on providing a natural experience rather than putting AI front and center.

Skis pointed out, “This is because no one wants noise or distractions,” adding, “While AI can enhance participants’ immersion and the significance of their event experience, it can also, conversely, increase confusion or distraction.” He went on to emphasize, “This is why AI must be used in ‘appropriate’ contexts.”
Organized by the Korea Exhibition Industry Promotion Association and sponsored by the Ministry of Trade, Industry and Energy, the event was attended by approximately 200 industry professionals, including representatives from UFI, the Korea Exhibition Organizers Association, and the Korea Exhibition Venue Operators Association. At the event, themed “AI: The Evolution of Connection, The Expansion of Value,” CEO Skis cited the “Global Exhibition Industry Barometer Report”—published every six months by UFI—to assess that the current level of AI transformation (AX) in the exhibition industry is still in its early stages.
The analysis indicates that most of the global exhibition industry is still limited to using off-the-shelf, general-purpose AI tools. CEO Skis presented survey results showing that the percentage of companies building AI algorithms using their own data stands at 4% globally, and just 2% in the Asia-Pacific region, which includes South Korea.
He added, “While the advancement of AI technology is an opportunity that drives the evolution of not only events but the entire industry, there is no set formula or single correct answer for AI adoption.” This implies that the potential applications of AI, depending on specific needs and objectives, remain virtually limitless.
However, he believed that “people” must retain the initiative and decision-making authority regarding AI adoption. While AI should be used as a tool to enhance efficiency and aid in decision-making, people must maintain their responsibility and role as the entities making the final decisions. He emphasized, “It is people who must walk the path cleared by AI,” adding, “AI should be used to eliminate or minimize inconveniences and obstacles, but it should not be used to replace on-site experience.”
He urged that the priority in adopting and utilizing AI should be placed not on improving efficiency and productivity, but on enhancing the experience and satisfaction of participants. This is because he views the core value of exhibitions and trade shows as lying not in operational efficiency, but in providing new business opportunities. CEO Skis stated, “Efficiency in the event preparation and operation process is merely a constraint.”
He also advised treating the attention of event participants—such as companies and buyers—as a “luxury good.” While AI makes it easy to mass-produce messages, human attention is not infinite and should therefore be treated as a precious and scarce resource.
CEO Skis urged companies not to use AI to mass-produce spam-like messages encouraging event participation, but rather to use it to reduce noise and unnecessary distractions. He continued, “Make proposals, but don’t overwhelm people,” advising, “Identify your exact target audience and reduce resistance by offering proposals that contain the content they actually want.”