The trade show industry is on the brink of a revolutionary shift, and it's all thanks to the new power players in the executive suite. We're talking about the rise of Chief Digital Officers (CDOs) and Chief Technology Officers (CTOs), who are taking the lead in shaping the future of events.
These aren't your typical IT managers; they're strategic visionaries tasked with orchestrating complex tech ecosystems, breaking down silos, and proving that technology investments pay off. Their mission? To transform trade shows from one-time gatherings into year-round, data-driven experiences that deliver maximum value for everyone involved.
But here's where it gets controversial... Are these tech chiefs the key to unlocking the full potential of events, or are they just adding another layer of complexity? Let's dive in and explore the impact they're having.
Proving Value: Tech Wins That Deliver ROI
The case for elevating digital strategy is crystal clear. Organizers who invest in integrated platforms are reaping the rewards. Take Clarion Events North America, for example. Their CDO, Narisa Wild, boasts about their biggest win in 2025: AI-driven lead intelligence. By building an integrated ecosystem, Clarion now delivers prioritized leads to exhibitors within 24 hours, resulting in faster follow-ups and higher engagement scores.
At CES, John T. Kelley, Vice President and CES Show Director for the Consumer Technology Association (CTA), takes a similar approach. They've implemented AI-driven navigation in the CES app, making the massive event more manageable. Analytics tools help exhibitors and sponsors understand their ROI and make the most of their time on-site.
Breaking Down Silos: Cross-Functional Collaboration
A common thread among these digital leaders is the emphasis on collaboration across departments. Technology decisions can't be made in isolation; they need to align with marketing, operations, and content teams.
Narisa Wild at Clarion created cross-functional steering committees for major initiatives like their AI Working Group. By bringing these teams together and sharing dashboards, they ensure tech investments are aligned with measurable business outcomes. This collaboration reduces redundant spending and accelerates decisions on new tech pilots.
At Emerald, collaboration is deeply embedded in their approach. Marketing, content, and operations are seamlessly integrated into the technology roadmap. As Danielle Puceta, Emerald's first CDO, explains, "These teams are in constant communication, and we work together to optimize results for our exhibitors and attendees."
The 2026 Vision: Hyper-Personalization at Scale
Looking ahead, digital leaders have a shared goal: delivering hyper-personalized experiences at scale by 2026. For Narisa Wild, it's about integrating Clarion's CRM, event app, and marketing automation system to provide tailored session recommendations for attendees and customized lead reports for exhibitors.
John T. Kelley at CTA echoes this priority. They want to keep pushing the boundaries of personalization, connection, and business value. CES is focused on evolving the trade show experience to make it easier for attendees and exhibitors to find the right connections and content.
The Trends That Will Transform Events
When asked about the technology that will most reshape events in the next two years, all three leaders pointed to artificial intelligence. However, their perspectives on AI's impact vary.
Narisa Wild believes predictive analytics will redefine event experiences. By combining badge-scan data with historical engagement, Clarion can forecast session demand, optimize room sizes, and improve connections. AI-powered content generation will personalize recommendations dynamically, making events more adaptive and providing sponsors with real-time insights.
John T. Kelley sees AI-driven personalization and analytics transforming how events are organized and run. They'll help attendees curate their experiences and provide exhibitors and sponsors with new insights to maximize their presence and make tailored budget decisions.
Danielle Puceta at Emerald highlights how AI is finally making it possible to deliver highly curated experiences at scale. "For years, the industry aspired to match the right buyers and sellers, tailor agendas, and make large events feel intimate and relevant. AI is making that a reality."
Vendor Ecosystems and Industry Transformation
Beyond specific technologies, Narisa Wild emphasizes the importance of orchestrating a network of vendor partners. Success depends on building strategic relationships and integrating various platforms seamlessly.
This orchestration challenge is precisely why organizations are creating dedicated CDO and CTO roles. These leaders must strike a balance between innovation and integration, experimentation and focus, and cutting-edge capabilities with reliable execution.
The elevation of digital strategy to the C-suite signals a fundamental shift in the trade show industry's perspective on technology. No longer a support function, digital strategy is now recognized as a driver of competitive advantage and growth.
As we look ahead to 2026, the question for organizers is not whether to invest in digital strategy but how high they're elevating it within their organizations to drive lasting transformation.
So, what do you think? Are CDOs and CTOs the key to unlocking the full potential of trade shows, or are they just adding another layer of complexity? We'd love to hear your thoughts in the comments!
