Using AI to Improve the Trade Show Experience

Map Your Show’s Ben Dunlap shares how AI, navigation, and matchmaking tools are helping organizers create smarter, more personalized event experiences. In this interview from the National Restaurant Association Show, TSNN’s Danica Tormohlen speaks with Ben Dunlap, VP of Sales for Map Your Show (MYS), about how the trade show event tech company is helping event organizers create smarter, more personalized attendee experiences through AI and mobile technology. Dunlap explains how the company supports the show’s attendee and exhibitor experience, including rebooking for next year, mobile app functionality, and turn-by-turn directions that help people navigate large, multi-level venues with ease. A major focus of the conversation is Lena, Map Your Show’s agentic AI assistant, which launched in May and can answer natural-language questions about exhibitor locations, show hours, shuttle buses, and more. The discussion also covers MYS Connected, a networking and matchmaking tool that recommends exhibitors, sessions, and people to meet based on live behavioral data. Dunlap shares that the system is available through the mobile app, online directory, floor plan, and even the show’s website. Later in the interview, Dunlap talks about the broader AI landscape in events, including the importance of keeping tools simple, valuable, and secure. He emphasizes privacy, data ownership, and the need for event organizers to work with trusted vendors who have thought carefully about implementation. Key Topics Map Your Show’s role in attendee and exhibitor experience Lena, the agentic AI assistant for event navigation and discovery Turn-by-turn directions inside the mobile app MYS Connected for networking, matchmaking, and messaging AI adoption in events and the importance of privacy Advice for organizers implementing new technology Notable Quotes “It’s a natural language AI solution that allows for each individual to have a hyper-individualized experience for the show.” “It’s not just AI to have AI.” “Privacy is a key concern, and we put a lot of time and effort into the privacy for the exhibitors and the attendees.” “Find the people that aren’t rushing to get a solution out but have really put some thought into what that solution should be.” Timestamps 00:08 — Introduction and context 00:27 — What Map Your Show is doing at the event 00:57 — Lena, the AI assistant 01:32 — Early adoption of the new technology 02:56 — Low-lift setup for organizers 04:28 — MYS Connected networking tools 05:59 — The challenge of crowded AI tools 06:54 — Analytics, reporting, and multilingual use 08:19 — Privacy and security concerns 09:43 — Advice for event organizers adopting AI 11:02 — Using the tool on-site to improve it