Editorial Note: Originally published in the October 2025 issue of Trade Show Executive magazine.
Throughout the year, I’ve discussed the indelible impact that technology is making on our trade shows along with the doors it’s opening for our industry. The lightning pace at which technology is advancing presents both extraordinary opportunities and significant ethical challenges. As such, it is incumbent upon us to proactively shape how emerging technologies are implemented, ensuring that innovation serves the needs of our stakeholders while protecting individual rights and dignity.
Data is quickly becoming our most powerful asset and, not surprisingly, our most ethically complex. The ability to collect, analyze and leverage attendee data brings with it unprecedented insights, but also significant responsibilities. We must develop appropriate ethical frameworks that go beyond just legal compliance by creating standards that prioritize transparency, consent and individual agency.
Hyper-customization technologies offer tantalizing possibilities for personalized experiences. Yet, we must carefully walk the line between intelligent personalization and invasive surveillance. I feel confident in speaking on behalf of our industry when I say that our goal is to create experiences that feel individually tailored yet maintain complete respect for personal boundaries.
To achieve this, the digital engagement strategies we develop must be undeniably inclusive. Technology has the capacity to create opportunities for participation that transcend physical limitations, geographical boundaries and economic disparities. It should bridge barriers; after all, that is one of its biggest selling points, isn’t it? This translates to developing platforms that are accessible, intuitive and designed with diverse user experiences in mind.
AI and machine learning offer powerful tools for creating intelligent trade show experiences. However, we must be vigilant about potential biases embedded in these systems. Our responsibility extends to critically examining and mitigating algorithmic prejudices that could inadvertently marginalize participant groups.
Year-round digital engagement platforms require careful ethical design. As I noted last month, we are creating continuous business ecosystems, not just temporary event spaces. This demands developing community guidelines, moderation strategies and interaction protocols that foster constructive, respectful professional dialogue.
Sustainability becomes an ethical imperative that extends beyond environmental considerations. We must create digital platforms that are economically sustainable, socially responsible and aligned with broader human values. Our technological implementations should generate value not just for immediate stakeholders, but for broader professional communities.
Privacy protection must be foundational, not an afterthought. As we develop increasingly sophisticated data collection and analysis capabilities, we must implement robust, transparent privacy frameworks that give participants genuine control over their information. In essence, trust becomes our most valuable currency.
I know we hear this a lot, yet I will repeat the current mantra regarding these innovations: our implementations must be inherently human-centric. This means designing experiences that augment human capabilities, foster genuine connections and create opportunities for professional and personal growth. Technology should serve our human objectives, not define them.
The trade shows of 2025 and beyond must create ethical, intelligent platforms that balance technological potential with human values. It’s important that we always remember that we’re designing a professional universe that reflects our highest collective aspirations!
In doing so, it behooves us to stay true to our profound mission of demonstrating that technological innovation and ethical responsibility are not opposing forces, but complementary strategies for creating more intelligent, inclusive and meaningful trade shows.
This month I challenge industry executives to audit one existing technology implementation within their shows or services through an ethical lens, asking not just “Does this work?” but “Does this honor our participants’ dignity, privacy and agency?” Because the future of our industry depends on leaders who choose to be outstanding stewards of ethical innovation rather than passive adopters of the latest trends.
Chuck Grouzard
2025 IAEE Chairperson
Executive Vice President of Business Development, Creative and Design
GES
