Bold claim: The rise of CDOs and CTOs is redefining trade shows from isolated events into year‑round, data‑driven experiences that maximize value for exhibitors and attendees. The trend isn’t about upgrading IT titles; it’s about strategic leadership that links vendor ecosystems, breaks down silos, and proves tech investments deliver measurable ROI. These digital chiefs are shaping events as ongoing experiences rather than one‑time gatherings, with a focus on personalization, analytics, and seamless journeys.
Key examples from industry leaders show how this shift plays out in practice. Clarion Events North America credits AI‑driven lead intelligence as its standout win for 2025, delivering prioritized leads within 24 hours and faster follow‑up, which translates to higher engagement. CES uses AI‑powered data visualization and beacon‑based navigation to help manage the enormous show floor, while Emerald’s new CDO, Danielle Puceta, connected the 365 platform into a cohesive exhibitor–attendee ecosystem, prioritizing seamless experiences and smarter tech decisions. RX highlights a similar milestone: digital is no longer a nice extra but a core element embedded in every event. Across these examples, the common thread is that intelligent integration—not just clever tools—drives real ROI.
A crucial takeaway is cross‑functional collaboration. Tech decisions must align with marketing, operations, and content. Shared governance structures—such as Clarion’s AI Working Group and biweekly dashboards—ensure tech investments meet measurable business goals and cut redundant spending. Emerald embeds marketing, content, and operations into the tech roadmap, while CTA’s CES team coordinates across divisions to enrich exhibitor and attendee experiences with pre‑event outreach, onsite navigation, and data‑driven stages. The point is that people need to feel confident using the tools for technology to succeed.
Looking forward to 2026, the leaders share a vision of hyper‑personalization at scale. Narisa Wild envisions a tightly integrated CRM, event app, and marketing automation system at Clarion, enabling personalized session recommendations and tailored exhibitor reports. Kelley from CTA emphasizes raising the bar on personalization and meaningful connections, while Emerald’s Puceta focuses on year‑round customer experience—simplifying the user journey, nurturing high‑intent leads, and turning data into practical ROI. Jamie Harrison of RX aims to shift from building a digital foundation to proving impact with AI‑powered insights that simplify behind‑the‑scenes work, keeping technology in the background unless needed. In all cases, the objective is a seamless, end‑to‑end experience.
AI is the consensus technology set to reshape events in the near term, but with different emphases. Wild foresees predictive analytics guiding session demand and room sizing, dynamic AI‑generated content, and real‑time sponsor insights. Kelley expects AI to curate attendee journeys and provide exhibitors with new data to optimize budgets, while also highlighting AR/VR and immersive demos like CES Foundry to showcase software and services beyond physical hardware. Puceta acknowledges that AI‑driven personalization is no longer theoretical—it’s already informing hosted buyer programs, executive summits, and large trade shows, with tangible benefits. Harrison adds that AI should enhance, not replace, the live experience by helping attendees prepare, navigate efficiently, and make meaningful connections.
Beyond tools, the importance of a connected vendor ecosystem is clear. A single platform won’t suffice; success depends on orchestrating multiple partners—scan tech, registration, CRM, and app vendors—that work together without friction. This orchestration explains why new CDO/CTO roles exist: leaders must balance bold experimentation with reliable execution, ensuring new capabilities integrate smoothly into the broader strategy.
The overarching message is that digital leadership in the trade show industry has become a strategic function at the C‑suite level. The goal for 2026 isn’t merely to deploy more tech but to deepen customer value through focused, connective strategies that knit platforms, departments, and the attendee journey into a cohesive experience. The real question now is not whether to invest in digital strategy, but whether that investment is elevated high enough to drive lasting transformation.
Sidebar: When Innovation Stumbles
Even pioneers acknowledge that not every experiment lands. Clarion’s rollout of a workflow tool initially lagged due to training gaps, which were solved with onboarding webinars, champions, and feedback loops—raising adoption by 70%. Emerald’s challenge was managing pace amid a flood of AI demos and vendors; the cure was anchoring experimentation to clear missions and goals. The lesson: Innovation sticks when paired with purposeful change management and disciplined focus.
Sidebar: The Tech Stack Behind Smarter Leads
Clarion’s AI‑driven lead intelligence emerges from a connected tech ecosystem, including Clarion Connections powered by Grip and other integrated tools, delivering prioritized leads within 24 hours and boosting follow‑up speed and engagement. The takeaway is simple: success comes from orchestrating a cohesive stack that produces measurable outcomes for exhibitors and attendees alike.
