by Debbie Hall
Artificial Intelligence (AI) has become an essential component of the business landscape. AI has quickly transformed from an emerging technology into a necessity for companies. It is set to revolutionize industries by reshaping business strategies that emphasize efficiency, decision-making and customer engagement. General contractors are incorporating emerging technologies into their processes to stay informed about what’s happening on the show floor.
“One of the biggest ways that general contractors are using AI is tracking and measurement to position themselves as strategists, advisors, producers, and organizers to the show organizers. We recommend ways to lay out the floor plan for maximal attendee engagement as well as measurement tracking and being able to get more data from the event to make smarter decisions,” said Cameron Wilkinson, marketing manager, The Trade Group.
Cara Michalowski, president of LUXX Exposition Services says that LUXX Expo is in a unique position. “We may not have decades of systems and processes behind us, but that’s exactly what gives us the flexibility to adapt quickly as new AI tools hit the market. We’re able to test different solutions, see what really works for show organizers and exhibitors, and build those into our processes as we enter and build our reputation in the industry.”
With the help of AI clients and exhibitors can collaborate to build floor plans, show layouts, and booth concepts more efficiently. It can quickly turn rough ideas into visuals, allowing general contractors such as LUXX Exposition Services, The Trade Group, and Expo Convention Contractors (ECC) to make faster, smarter design decisions. Sustainability is factored into the calculation of material usage, freight impact, and recycling opportunities to create designs that are strategic and environmentally conscious.
“As the industry evolves, so do we, integrating emerging technologies across our operations to better serve organizers, exhibitors, and attendees alike,” stated Vishal Jaggernauth, chief digital officer and accountability coach for ECC.
According to Jaggernauth, general contractors are developing AI-assisted booth design, layout visualization and advanced project management platforms that enhance cross-departmental collaboration.
“We are leveraging technology to enhance precision and reduce turnaround times. Cloud-based systems and real-time dashboards empower our teams to make data-informed decisions and streamline complex logistics. Onsite, we’re integrating automation and artificial reality tools to optimize floor operations and create more interactive planning experiences for clients,” said Jaggernauth.
General contractors are getting involved and finding ways to utilize AI to track foot traffic, dwell time, and map the attendee journey. Radio Frequency Identification (RFID) systems and other anonymous tracking tools are enabling a deeper understanding of attendee behavior within the expo hall.
According to Wilkinson, RFID is a technology that utilizes radio waves to identify and track objects or individuals. RFID also transmits from a phone, but it doesn’t overstep or violate any privacy. As a safer option, it allows general contractors to see where attendees are gravitating towards inside the expo hall.
“We’re seeing more tools emerge that allow us to anonymously track foot traffic patterns and dwell time using RFID and similar technologies. These systems help us understand where attendees naturally gravitate on the show floor. We can see what pulls them in, where they linger, and what they pass by. That kind of insight is invaluable for both us and the show organizers. It can inform better booth placement, pricing structures, and overall design strategies to maximize engagement,” added Wilkinson.
LUXX Exposition Services utilizes AI tools and technologies to recap meetings with organizers and exhibitors, transforming recordings into clear, actionable summaries. The technology enhances the alignment stay, allowing it to move faster and create tailored solutions based on the vision and precisely what was discussed.
AI can also be used to help respond to common exhibitor questions quickly and consistently, such as providing deadline reminders, supporting order forms, offering booth guidelines, and sharing shipping details. It helps alleviate pressure during peak times and ensures exhibitors receive the necessary information as soon as possible.
What all general contractors emphasize is that AI is not being utilized at the expense of a personal connection.
“It is essential that relationships, trust, and the personal touch are not replaced by technology. AI is just one more tool in the toolbox to help us serve our clients better. It is not something we’re using to replace the human side of what we do. We are a people industry at the end of the day,” stated Michalowski.
“These advancements aren’t just about keeping up—they’re about leading the way. At ECC, we believe the future of events is tech-enabled, and we’re building that future today,” said Jaggernauth.
This story originally appeared as a truncated version in the Q4 2025 issue of Exhibit City News, p. 70. For original layout, visit https://issuu.com/exhibitcitynews/docs/exhibit_city_news_-_oct_nov_dec_2025/70.
