Recently, our Joint MD, Adam Sherlock shared some thoughts on AI’s role in revolutionising congress design. And he’s spot on—rather than ‘smuggling AI’ into the workplace we need to find the right ways to explore this next step.
AI is here (but you knew that already!)
Congresses are one of my favourite sectors within the creative industry. The vibe is different—multiple suppliers, all in the same space, showcasing their work.
We all appreciate a ‘standout’ stand—the unique design, the most engaging experience, or even just the one with the best giveaways. But what was the journey that stand went on? And what role has AI played in its development?
Adapting and implementing AI across much of what we do is no longer a choice—it’s a necessity. Initially, creatives saw AI as a threat to the norm, but resilience and adaptability are in our DNA. The focus has since shifted to maximizing AI’s potential and improving our offering to clients.
We’re all using AI to some degree—sometimes even in secret. I recently read a BBC article about employees ‘smuggling AI’ into the workplace. Businesses that restrict exploration will surely be left behind. At Outlook Creative, we’ve launched an AI action group to explore its evolution together.
We thrive on disruption and breaking patterns—something AI has yet to fully master. It’s often said that AI lacks personality. However, what it does offer is an invaluable tool to accelerate projects and push creative boundaries.
The ideation phase
The fun part. Brief received. Pencils at the ready.
The phrase ‘sketching on the back of a cigarette packet’ may be lost on some, but some of the best ideas have started this way. From early iterations to days of tweaking in the studio, the ideation stage has always been an exciting process.
This is also where AI can work its magic. Quick-hit ideas provide a great starting point and help steer creative direction. Anyone who has attempted to design an entire stand will understand the frustrations it can bring. AI won’t replace the creative process, but it can assist with designing specific spaces, exploring different viewpoints, and refining layouts.
Industry trends and data are now easily accessible. Understanding what has worked well at past congresses is just a prompt away. AI doesn’t replace experience and firsthand knowledge, but when pitching for a new project, it can be invaluable. The same applies to analyzing your target audience—this has never been more accessible. These are all positive changes, and a good agency will use these tools to become a more valued partner. The true value lies in collaborating with AI and knowing how to use it effectively.
“From early iterations to days of tweaking in the studio, the ideation stage has always been an exciting process.”
The visualisation phase
Bringing concepts to life has always been an adventure—traditionally, it required detailed sketches, 3D renders, and long hours in the studio. As creatives, we know the challenge of communicating a vision to clients and vendors. You see it clearly in your head, but how do you best convey it?
3D renders have long been an essential tool, allowing us to create a tangible representation of a stand. When produced by a skilled 3D artist, they are incredibly effective, but the process can be time-consuming and costly. AI is now helping to streamline this, working under exact specifications to generate visuals faster—allowing creatives to focus on pushing boundaries and exploring multiple options.
This doesn’t eliminate the need for 3D artists—quite the opposite. It strengthens the relationship between creative and production teams, ensuring efficiency while maintaining a human touch. The transition from sketch to 3D now seamlessly merges ideation and visualisation, opening up new possibilities for immersive previews, real-time adjustments, and virtual walkthroughs.
However, make no mistake—this is still a skill-driven process. AI is a powerful tool, not a replacement. The real value comes from how AI-driven visualisation supports human creativity, giving agencies and clients another layer to make bold, well-informed decisions.
On-Stand Content
We’ve said it before, and we’ll say it again—it’s all about the research.
Endless hours of Googling have always been an inconsistent task, digging through out-of-date trends and questionable sources. AI now helps with quick-hit insights upfront. Working alongside creatives, project managers, and tech teams, AI can supply real-time data on location-specific options, costs, and availability. It’s not always perfect, but it provides a strong starting point to guide decision-making.
At the core of a great stand experience is human interaction. AI isn’t just about assisted search; it’s about enhancing engagement. The best agencies understand that leveraging AI effectively is key. No single tool does everything—it’s about stacking AI capabilities to enhance storytelling and interaction.
Some key AI-driven applications for on-stand content include:
- Personalization: AI can tailor content based on visitor profiles, offering dynamic experiences rather than static presentations. Think real-time language translation for international visitors or interactive data visualizations they can engage with.
- Analytics: Real-time audience tracking helps exhibitors gauge interest and refine engagement strategies on the fly. It’s not just about numbers—it’s about optimizing your space based on actual foot traffic and turning those interactions into meaningful post-event follow-ups.
- AI Assistants: Chatbots or voice-enabled interfaces can answer questions, provide product recommendations, and guide visitors through content seamlessly. The best experiences integrate AI-driven assistants with a fully branded, interactive journey.
- Predictive Engagement: AI can analyze visitor interactions and optimize content in real time. Smart space utilization means your stand keeps improving, even during the event.
At Outlook Creative, we see AI as a tool—a partner, not a replacement. It helps transform creative ideas into reality while keeping human insight at the core.
The Physical Build
Craftsmanship, experience, and attention to detail are where agencies set themselves apart. There is nothing artificial about that.
Yes, the world of ‘digital twins’ and online congresses is exciting, but when it comes to the physical and human element—does anything really beat face-to-face interaction? Personally, I have yet to see AI’s direct impact on physical builds, but I’d love to hear others’ thoughts.
One critical point the entire creative industry must consider is sustainability—a topic that deserves an entire discussion of its own. AI requires massive amounts of power to function, and this should be factored into post-event sustainability reports. If we’re truly striving for greener events, this is something we can’t ignore.
Final Thoughts
AI isn’t replacing creativity—it’s reshaping how we work, unlocking new efficiencies, and challenging us to think differently. The best agencies will be the ones that embrace AI as an enabler, using it to refine ideas, enhance visualization, and improve engagement.
At the end of the day, congresses and exhibitions are about connection—between brands and audiences, suppliers and partners, and ideas and execution. AI can enhance these connections, but it’s human creativity that brings them to life.
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