Emerging opportunities, persisting classics, fading models: business events in a transformative era. This year’s research phase of the Future Meeting Space innovation network – the result of a collaboration between the GCB German Convention Bureau and the Fraunhofer Institute for Industrial Engineering IAO – focuses on the question: “What’s coming, what’s staying, what’s going?”
The constant spread of megatrends such as New Work, demographic change and artificial intelligence is increasingly shaping our daily lives. These developments have already brought about major changes, particularly in the area of business events. While some offerings have already been displaced and others have remained untouched, significant and sometimes hidden potential continues to emerge in various areas. Which standards and processes in the business event ecosystem will remain, disappear or emerge? The aim of this year’s research phase is to identify the opportunities for all players along the customer journey at an early stage and to strengthen them through data-based and scientifically sound decisions.
Insights for shaping the future between tradition and transformation
The first research meeting therefore took participants back in time and on a tour of the Messe Frankfurt GmbH archives, where the research group embarked on a journey to the roots of trade fairs in Germany. The insights into the past gained here provided valuable insights for shaping the future between tradition and transformation, offered the basis for stimulating discussions about the future of business events and promised an exciting research phase for 2024.
Pia Büßecker presented one way in which this future could look. Her start-up The metagame AI GmbH focuses on the target group of gamers. By examining the behaviour of gamers in real-time, the company collects a variety of data, which is then summarized in a scientific framework to efficiently match talent with companies.
Learn more about the Future Meeting Space here.
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