The death of brochure booths: what actually works in event marketing in the AI era
15:50 - 16:10, 21st of May (Thursday) 2026 / Marketing & Sales
For years, companies have spent significant budgets on booths that looked impressive in photos but failed where it mattered most: trust, engagement, memory and commercial impact. In an era shaped by AI, hyper-personalized digital marketing and shrinking attention spans, the traditional “brochure booth” is no longer enough.
This talk explores why so many brands still approach events with outdated assumptions — treating booths as static displays instead of live business tools. I will show what actually makes people stop, engage, remember and move closer to a buying decision, based on real-world lessons from years of designing and delivering branded event spaces, attendee journeys and on-site experiences.
The session connects event design with growth, psychology and technology. It looks at how AI can strengthen event performance before, during and after the show: from smarter targeting and personalized interactions to better follow-up and lead evaluation. It also challenges common industry habits, including vanity metrics, overdesigned spaces with no strategic purpose, and the gap between “looking professional” and creating real business outcomes.
Because in the AI era, the value of physical presence is not decreasing — but the standard for relevance is rising fast.
