UFI expert offers framework for AI implementation in exhibition industry

Enrico Gallorini, Co-Founder & CEO of GRS Research & Strategy and Vice-Chair of the UFI Digital Innovation Working Group, argues that AI will not destroy exhibitions but can damage the experience if used poorly. He proposes a framework focusing on automation, augmentation, and reconfiguration to integrate AI effectively. The framework emphasizes using AI to remove friction and augment human judgment, keeping it invisible to guests and prioritizing meaning over efficiency.