The rapid growth of emerging technologies has placed the exhibition industry on the brink of a major transformation. These technologies have the potential to enhance visitor experience, increase efficiency, and elevate the standing of Iran’s exhibition sector. To gain insight into how senior industry leaders view this trend, we spoke with Mr. Rahim Jalili, President of the Iran International Exhibitions Association and CEO of the Khuzestan International Exhibition Center.

In your view, what role can emerging technologies such as artificial intelligence play in transforming Iran’s exhibition industry, and to what extent can they improve exhibition efficiency?

Emerging technologies act like an auxiliary engine for the exhibition industry. For many years, exhibitions were held using traditional methods: brochures, signage, and at best a simple website. But today, technologies like artificial intelligence or various applications can improve all of these. For example, AI can recommend relevant booths to each visitor based on their interests, answer their questions instantly, and even translate or summarize booth information. This means visitors spend less time searching for what they need and enjoy a smoother overall experience.

On the organizer’s side, these technologies allow them to collect precise data on visitor behavior and needs, enabling more targeted planning for future events. The outcome is clear: higher satisfaction, increased return visits, and ultimately, improved performance—both economically and in terms of branding.

If we intend to adopt these technologies, do we need to localize them? And if so, what model of localization would be most effective for Iran’s exhibition platforms?

Localization means we shouldn’t import technology exactly as it is, but rather adapt it to our conditions, culture, and infrastructure. With this perspective, it’s not only emerging technologies—many imported products need localization as well.

When it comes to exhibition-related applications, for instance, a foreign version may offer many features, but it won’t fully match our needs. That’s why we must develop a version tailored to our processes, culturally understandable and intuitive, supported locally, and aligned with our operational realities. Strengthening domestic infrastructure also matters and can be addressed through the localization of hardware components.

As President of the Association, do you have any plans to encourage and support exhibition centers and organizers in adopting new technologies?

Yes, we take this topic very seriously, because we believe the future of our exhibitions will be incomplete without technology. At this stage, we are welcoming innovative ideas and supporting their implementation. For example, at the Khuzestan International Exhibition Center, one such idea has already been developed, and its implementation phase is nearly complete.

Could you explain this idea in more detail? What is this project, how did it originate, and which teams were involved in its development?

This idea emerged from a real, practical need within exhibition operations. The Research and Development Unit of the Khuzestan International Exhibition Center, which continuously studies challenges and potential solutions for improving exhibition performance, discovered that many professional visitors attending specialized exhibitions spend a large amount of time searching for booths or obtaining accurate information. As a result, their overall exhibition efficiency drops significantly.

After extensive review, the concept of developing a smart assistant—something similar to a chatbot—was formed. From the very beginning, we decided to design the project in a localized and user‑friendly way so that anyone, even without technical knowledge, could use it effortlessly. The implementation was assigned to a young, highly skilled startup with both the necessary creativity and the technical expertise in artificial intelligence.

They worked closely and continuously with our R&D team to create an assistant capable of addressing the most important needs of visitors—not only during the exhibition, but even months before it begins. It can answer specialized questions, provide concise and practical information, and help visitors prepare effectively. Since this assistant represents a national‑level innovation, we decided to deploy it for the first time at the Khuzestan Oil Exhibition, one of Iran’s largest and most important specialized trade events.

What exactly can this assistant do for visitors?

First, the word “chatbot” isn’t entirely accurate. In this case, the correct term is “AI Agent” or “smart assistant.” We have designed it to function like an informed companion, equipped with a wide range of specialized information tailored to the visitor’s needs.

The assistant becomes active several months before the exhibition, allowing both visitors and exhibitors from across the country to obtain essential details about the event—or even other practical information such as nearby hotels. Before attending the exhibition, users can ask which booths offer the products or services they are looking for, enabling them to plan their time efficiently and attend the event with clarity and purpose.

It also provides contact details for exhibitors so that visitors can communicate with them beforehand, enabling key discussions or even agreements to take place during the exhibition itself. During the visit, users can ask for booth locations, and the assistant quickly provides a complete list with booth numbers to ensure a smooth and hassle-free experience. This is extremely valuable for those who do not want to waste time wandering around.

In addition, the assistant stays constantly updated. If there are last‑minute changes to the schedule or booth layout shortly before the event, the assistant delivers the latest information instantly. The goal is to make the visiting experience so seamless and intelligent that visitors can focus entirely on discovering products and building meaningful connections—not on navigating the venue or piecing together scattered information.

Is this assistant designed only for the Oil Industry Exhibition, or do you intend to expand it to other exhibitions across Iran?

We are launching this project as a starting point at the Khuzestan specialized Oil Exhibition because it is one of the country’s major industrial events and provides the ideal real‑world environment—large crowds and high traffic—to refine the assistant and bring it to full maturity.

However, our intention was never to limit it to a single exhibition. On the contrary, from day one we envisioned expanding it nationally. We want the assistant to be flexible and adaptable so it can be deployed across all specialized or general exhibitions in Iran—particularly major branded exhibitions such as Mashhad Agricultural Machinery, Tabriz Leather and Footwear, Yazd Ceramics and Textiles, Isfahan Handicrafts and Carpet, Arak Industry, Shiraz Tourism, Zanjan Electricity and Mining, or Golestan Livestock and Poultry. We are confident that our colleagues in these exhibition centers will welcome such innovative solutions.

With this perspective, it is entirely realistic to expect that within the next one to two years, we can transform this assistant into a unified, nationwide tool used across all Iranian exhibitions—supported by standardized frameworks and technical infrastructure. This would ensure that visitors always have access to complete, practical, and updated information for any exhibition they plan to attend. Naturally, this expansion involves complex technical work, which our specialized team is fully prepared to handle.

In your opinion, how will these emerging technologies reshape the exhibition model in the near future?

Forecasting is always challenging. However, I believe that in the future, exhibitions will become far more intelligent and personalized. This means that your experience at an exhibition may be completely different from another visitor’s experience at the very same event.

Imagine entering a venue where everything—your visit route, the booths most relevant to your interests, and even the side events that might appeal to you—is already prepared in advance. Organizers, using data collected from visitor behavior, will be able to design and plan exhibitions with greater precision and appeal.

This translates into less wasted time, more effective connections, and a significantly higher return on participation for everyone involved. In essence, emerging technologies will transform exhibitions from a traditional, general-purpose event into a personalized and tailored experience.

If Iran intends to succeed in adopting new technologies within the exhibition industry, what steps must be taken?

If we aim to excel in this field, we must begin today by taking three essential steps.

First, the visitor experience must become fully personalized. With tools such as this AI assistant, we should design a customized journey for each visitor—providing booth information instantly, structuring their visit like a dedicated guided tour, and enabling direct communication between visitors and exhibitors.

Second, data analytics must become a permanent and central part of our operations. Behavioral and interest-based data should directly inform event design, booth curation, and even future marketing strategies. This means the exhibition will no longer be just an event, but will evolve into an active commercial and communication platform.

Third, we must increase investment in research and development to adopt and integrate these technologies effectively. With these three components combined, Iranian exhibitions will not only achieve a higher technological standard but will also create a unique and distinguished experience of their own.

What message do you have for professionals in the exhibition industry to encourage them to embrace new technologies?

Some may believe that the internet and the digital world are here to replace exhibitions. But the reality is exactly the opposite: emerging technologies are creating new opportunities.

Resisting this transformation leads only to isolation and decline. But if we shift our mindset from “cost” to “investment,” we will clearly see that every new tool ultimately attracts more visitors and builds a better experience for the audience.

In today’s marketplace, those who embrace technology sooner will establish themselves sooner—and will be the ones who remain memorable.