Editorial Note: Originally published in the January 2025 issue of Trade Show Executive magazine.
I am honored to wish you a happy 2025 in my first Perspectives column as IAEE chairperson and to share my vision for exhibitions and events. Our industry is at a pivotal juncture, and I believe a bright future awaits us with technological advancements, improved processes and deliverables, and a continued commitment to workforce development topping the list of gains to be made in the coming year.
Artificial intelligence (AI) is revolutionizing the way we approach trade show operations, and I am excited to see how we will harness its power. By automating routine tasks and delivering real-time insights, AI is driving unprecedented efficiency across the events lifecycle. From optimized floor plans and automated registration processes to predictive analytics that enhance decision-making, the benefits are clear.
The ability to mobilize customer data so we can tailor every aspect of the event experience has blown the doors wide open for hyper-customization. From personalized content curation to customized engagement strategies, this level of detail not only enhances the attendee experience but also unlocks new revenue streams and partnership opportunities. Exhibitors and sponsors can now align their offerings with the specific needs of their target audience, fostering deeper, more valuable connections.
Where these journeys will take us will be interesting to see. However, I encourage executive leaders to be more than mere bystanders in the process. As was announced a couple of weeks ago during Expo! Expo! IAEE’s Annual Meeting & Exhibition, the Center for Exhibition Industry Research (CEIR) has integrated with IAEE. As former CEIR chairperson, what I find most exciting about this development is how it will enhance the already invaluable data CEIR provides industry leaders in pinpointing and maximizing the industry trends that will define our shows.
I cannot emphasize enough the importance to being an active player in CEIR studies. CEIR’s objective research is fueled by the information submitted by show organizers, which is protected with stringent privacy practices. In essence, you determine the scope of the findings that we rely upon to grow our shows. It is in everyone’s best interest to work with comprehensive data; you can, and should, play an active role in shaping the success of the entire industry.
Workforce development continues to be a high priority for executive leaders, as it truly is an investment in our collective future. By nurturing talent, fostering innovation and creating pathways for growth, we are not just building careers; we are strengthening the foundation of our entire industry. Our future depends on the investments we make today and, hands down, our people are our most valuable asset.
As we look to the year ahead, I am confident that we enter a future defined by operational excellence, customer-centricity and a top-notch workforce. But that is just the beginning. We must also remain adaptable in the face of rapid change and continue advocating for what our industry needs to get to where we want to be.
Trust will be a critical focus for the future, as we work to build strong communities that transcend the physical and digital realms. By fostering transparency, authenticity and a shared sense of purpose, we can deepen our stakeholders’ loyalty and cement the indispensable role of trade shows in the modern business landscape.
As noted in my conversation with Maddy in last month’s issue, I am committed to leading with compassion, kindness and inclusivity. Together, we will shape the future of this dynamic industry, ensuring that exhibitions and events continue to be a driving force in the global economy.
I am eager to embark on this journey with all of you. Let’s get started on what we will accomplish in 2025, happy new year!
Chuck Grouzard
2025 IAEE Chairperson
Executive Vice President of Business Development, Creative and Design
GES