Agentic AI and the Trade Show Industry: Why It’s Time to Treat AI as a Teammate, Not Just a Tool

Agentic AI works with your team to improve decision-making

Inspired by a recent article in HBR that examines the ways in which AI is changing how we work, I wanted to explore the concept of AI through the lens of the trade show industry. What I’ve discovered is that the future isn’t one in which human beings are pitted against AI. It’s one in which human beings embrace and partner with AI. Technology and AI are not new to the trade show industry, but a new wave of AI is emerging called agentic AI.

What is Agentic AI?

Agentic AI is AI that is more than just an automation tool; it’s technology that is capable of thinking, drawing conclusions, and making suggestions for strategic direction. Don’t be intimidated by the fancy name; you’re likely already interacting with agentic AI without even realizing it. It’s simply technology that can analyze copious amounts of data, see connections more quickly than human counterparts and use analytics to help people make better decisions. You’ll find agentic AI in supply chain management, logistics, and most chatbots.

For trade show leaders, agentic AI is more than just technology that can capture leads at a trade show and dump them into a database. It can also analyze the leads, identify trends and patterns, and propose follow-up strategies.  

The Human Factor Remains Essential

We have always been an industry that thrives on innovation. From virtual booths to data-driven floor plans, we embrace change whenever it helps us connect more effectively. Agentic AI may change how we design, manage, and deliver trade shows. But the heartbeat of this industry has always been – and will remain – human.

How to Integrate Agentic AI into Your Team

Integrating agentic AI into your trade show team is as much a mindset shift in leadership, operations, and strategy as it is a technological upgrade. To get started, consider these factors:

Define Roles as You Would for Any New Hire

Every team member needs a job description, and agentic AI is no different. Trade show organizations should start by assessing their goals and how agentic AI can ease strained human resources. This will largely be a matter of balancing between tasks that agentic AI can handle effectively and tasks that require empathy, relationship-building, or nuanced negotiation that still need the human touch.

Select Software with Strategic Intent

Not all AI solutions are created equal, and not every trade show needs the same kind of AI. A small regional expo might benefit from AI that automates exhibitor onboarding, whereas a global tech event may prioritize AI that supports multilingual attendee engagement or hybrid experience personalization. Focus on what your organization needs to deliver superior experiences and drive better outcomes.

Design Human-AI Collaboration Workflows

Once AI is in place, the next challenge is to design workflows that clarify the AI-to-human handoff. Defining when and how agentic AI can be useful and when ownership of a task should be turned back over to a person is essential. The goal of agentic AI integration should be to empower and strengthen your team, not make them feel as if they’re being replaced.

For trade show leaders, agentic AI provides an opportunity to integrate technology in new ways.