London’s Leading Trade Show Deploys AI Robot to Enhance Attendee Engagement.

The UK events industry is increasingly adopting AI-powered experiential technology to enhance attendee engagement while addressing ongoing operational challenges. At a recent leading marketing trade show at ExCeL London, an AI Concierge Robot - LuckiBot Plus was deployed to support attendees, exhibitors, and organisers across the exhibition floor.

This activation formed part of the organiser’s wider initiative to introduce a scalable experiential marketing solution to improve on-site communication, boost exhibitor visibility, and elevate the overall attendee experience across its events portfolio.

How AI Concierge Robot Supports The Exhibition Floor

The AI Concierge Robot served as a mobile information point, moving autonomously across the venue to greet attendees, answer questions, and support wayfinding. Attendees could interact with the robot through a touchscreen and AI voice interface to access real-time event information, including:

• Event agenda and session timings

• Exhibitor listings and stand locations

• Directions to seminar theatres, feature zones, and amenities

In addition, the robot features a dual-screen setup. The larger screen displays content such as the sponsor advertisments, event schedule and live announcements, ensuring high visibility across the show floor.

The smaller interactive screen supports direct attendee interaction, allowing visitors to browse exhibitors, scan QR codes, receive personalised recommendations, and submit event feedback.

From the organiser’s perspective, the robot also supports event operations and commercial objectives. It reduces pressure on on-site staff by answering common questions, improves visitor flow by redirecting attendees to less congested areas, and enables

exhibitors and sponsors to run targeted, measurable on-site promotions through its digital interface.

By combining autonomous navigation, real-time information delivery, and interactive engagement, the AI Concierge Robot functions as an event assistant that enhances the attendee experience while improving efficiency and value across the exhibition floor.

The Benefits

These functions work together to deliver practical benefits across the exhibition floor, including:

1.Drive Exhibitor Visibility and Engagement

The AI Concierge Robot actively directs visitors to stands and sponsored sessions, driving footfall and improving exhibitor visibility. In one instance, LuckiBot Plus guided over 100 visitors to a single exhibitor, significantly increasing dwell time.

2.Unlock New Commercial Opportunities

From a commercial perspective, the robot introduced a new sponsorship and media channel. Sponsored content was displayed on the robot’s screen, while branded messaging was integrated into the small screen interface - offering sponsors a more interactive and measurable alternative to traditional static signage.

3.Collect Feedback and Event Insights

The organiser integrated feedback surveys directly into the robot’s interface, enabling the collection of real-time insights throughout the event. For example, as the robot approached passers-by, it prompted them to take a series of actions, including filling out the event’s feedback form and rating their experience. Over 200 responses were collected, providing valuable insights into attendees’ experiences.

These data-driven insights helped inform future planning, allowing the organiser to deliver a more tailored industry experience and drive higher attendee retention.

4.Improve Visitor Flow

Organisers observed that visitor footfall often clustered around popular areas, creating congestion and placing additional pressure on staff. The robot helped redistribute attendees by sending reminders about other activities across the show floor, easing pressure on information desks during peak periods.

5.Enhance Attendee Engagement

Attendee interaction with the robot was consistently high. On the first day alone, the robot conducted over 900 conversations with attendees, answering questions, offering recommendations, and supporting navigation across the venue.

An attendee of the event told NEOS Team: “It was great to see something like this in events. I attend many events, it is always stressful to find my ways and specific exhibitors around big halls like this one, with this robot I could talk to it, find my ways and see what is going on inside the hall. I will make the most out of the planned sessions and make full use of my time.”

AI and Experiential Marketing: A Growing Trend in UK Events

As event technology becomes more accessible, a growing number of UK event professionals are incorporating AI-driven activations to improve engagement and operational efficiency. According to industry research by Eventgrove, up to 50% of event professionals in 2025 are planning to integrate AI technologies into their events, recognising their potential to improve attendee experience and supporting repeat attendance.

Source: Eventgroove

At the same time, staffing shortages remain one of the most pressing challenges across UK live events. Report suggests that labour constraints could affect attendance for up to 41% of target audiences, prompting organisers to explore smart automation solutions that support on-site teams without compromising the attendee experience.

Looking Ahead: A Wider Shift Across the UK Event Industry

The successful deployment reflects a broader shift across the UK exhibition and live events sector towards experience-led, AI-enabled technology. As trade shows compete for exhibitor investment and attendee attention, solutions that deliver both operational efficiency and tangible innovation are no longer just "nice-to-haves", they are becoming strategic assets.

Ready to transform your event experience? Speak to our team today.