The Latest Event Technologies in Action

Gone are the days when trade shows were all about flashy banners and quiet backroom deals. Today, they’re evolving into full-blown tech showcases. 

From drawing in the crowds and showcasing offers to gathering valuable insights and sealing deals, the latest event tech empowers businesses to create unforgettable trade show experiences – often with impressive cost savings. While a strong strategy is still key, the right technology can take your results to the next level.

Top brands around the world are showing just how powerful the right tech can be for creating memorable moments and hitting sales targets at major industry events. Let’s dive into some standout examples that are moving the needle with innovative event tech.

Virtual Reality – Hands-on Experience with a Product

VR isn’t just for gamers anymore, as some of its most exciting uses are in the business sector. Its ability to put users in a completely curated environment is invaluable for trade show exhibitors looking to present complex or bulky products.

A prime example is the auto industry. At the 2023 Japan Mobility Show, Lexus wowed visitors by offering virtual test drives, allowing attendees to “experience” their latest models. This approach sidestepped the limitations of a convention hall while still highlighting Lexus’s shift to electric vehicles. By putting people behind the (virtual) wheel, Lexus could communicate both the thrill of driving and its commitment to cleaner technology—all without leaving the show floor.

The real magic of VR lies in using it strategically. Even if your product can’t make it to the event, a VR demo can bring it to life in a way that’s engaging, informative, and practical for trade show settings.

Augmented Reality (AR) – Enhancing the Real-World Experience

Augmented reality (AR) adds a unique twist to trade shows by blending virtual elements with the physical world. Unlike VR, which immerses users in a fully digital environment, AR builds on what’s already there, which is perfect for brands looking to present products in an interactive, attention-grabbing way.

A standout example comes from Sephora with its AR Mirror feature, which lets users “apply” virtual makeup to their own faces. This innovative tool was a hit at trade shows like Beautycon 2022 and has continued to draw crowds in stores. Instead of merely showcasing products, Sephora used AR to help customers envision themselves wearing the brand, creating a direct path to purchase.

AR can do more than just aid in decision-making—it can elevate every stage of your promotion if integrated thoughtfully into your strategy.

AI Chatbots – A More Responsive Way to Greet Visitors

Artificial intelligence is transforming trade shows, and AI-powered chatbots are leading the charge. While many AI applications are still in development, smart chatbots capable of dynamic conversations have quickly become essential for event marketers looking to engage visitors in real time.

An early pioneer in this space was BizBash, a U.S.-based event organisation company. By using its proprietary EventBot to guide attendees at the NYU commencement ceremony, BizBash showcased how effectively chatbots can enhance the event experience. EventBot helped attendees navigate the venue, freeing up staff for high-value interactions and setting a standard for chatbot integration in event settings.

With chatbots being easy to integrate into trade show setups, consider using them to handle routine inquiries, allowing your team to focus on deeper, face-to-face engagement. It’s a practical way to boost responsiveness and give your brand a forward-thinking edge.

Holographic Displays – Bringing Imagination to Life on the Trade Show Floor

Once the stuff of sci-fi, holograms are now finding their place at trade shows, thanks to advanced projectors that create vivid 3D visuals without a huge price tag. Although they might seem tricky to incorporate into your promotional strategy, holograms can captivate an audience like few other displays.

Salesforce offered a brilliant example of this at its Connections event in Chicago. By using a 3D scanner, they captured visitor likenesses and projected them onto the stage alongside the company mascot—a memorable way to engage attendees and keep the brand front and centre.

With their dynamic, eye-catching appeal, holographic displays are perfect for grabbing attention from a distance and guiding visitors straight to your booth. Use them strategically, and you’ll have a powerful tool for standing out on the trade show floor.

Avatars – Bringing Real-Time Characters to Life

Unlike pre-rendered holograms, motion streamed avatars are brought to life by a performer, wearing a sensor-equipped suit that translates natural movements into dynamic, animated characters. This real-time performance gives avatars a lifelike quality – you can even directly talk with them – creating a truly unique experience.

With their easy setup and customisation options, digital avatars are perfect for trade shows. They can serve as an eye-catching alternative to bulky displays, helping to keep your booth open and inviting. Plus, a vibrant, interactive avatar performance can captivate visitors, keeping them engaged at your booth for longer.

Whether you use a virtual human to announce your presence or as the main act, avatars can be tailored to perfectly reflect your brand’s identity, making them powerful, memorable messengers for your brand.

Power Up Your Tech Game for Your Next Trade Show

What once seemed like science fiction is now within reach – and often surprisingly affordable with the right partner. Performit Live brings you the expertise and innovative solutions to make your next trade show unforgettable. 

Ready to captivate your audience and stand out on the show floor? Contact us today to discover how we can bring transformative technology to your next event.