CHICAGO — RX, owned by global analytics and decision tools provider RELX, is positioned to benefit greatly from AI technology and advancements.
With some 12,000 technologists working under RELX, RX is able to effectively draw on expertise and existing tools to better serve their customers. For example, the company uses the LLM (Large Language Module) Console, developed by RELX colleagues at Lexis Nexis, for repetitive and time-consuming tasks. Since it runs in a protected and private environment, employees don’t have to worry about confidential company information being shared externally.
AI-powered tools are also being used to elevate marketing content and cut down on production time, turn long recordings of conferences into bite-sized content, and match product interests of exhibitors and visitors across different shows. The organization is also deploying AI to help analyze post-show surveys, freeing up more time to focus on what the data means and what the key areas for improvement are.
While AI is helping increase productivity across the board, the RX teams are also leveraging their internal AI tools to champion value-based selling with its AI-powered sales training platform.
How It Works
The company uses an AI-powered platform that integrates with Microsoft Teams, which can then not only transcribe calls but also analyze conversations based on key words and complex concepts it has been trained on.
“Our AI-powered sales training platform helps our sales teams to evaluate the conversations they are having with our customers and to ensure the product they are selling is meeting the customers’ needs and creating the best value for them, overall,” said Gaby Appleton, Chief Digital Product Officer at RX.
“Whether teams are discussing exhibiting space, digital or any other value-added product, the AI-powered sales tool enables us to look across all the sales conversations we are having, it then analyses key words and key phrases and adapts our training accordingly,” Appleton said. “What we are seeing is that this is a having a positive impact for both RX, our sales teams and most importantly, our customers.”
AI Sales Tool in Action for Trade Shows
The AI-powered sales training platform has already shown it can make a measurable impact on exhibitors’ outcomes.
“One standout example is from the Arabian Travel Market event. Initially, we had a client investing around £40,000 just on their booth. Using the data gathered from our event platform, one of our sales team illustrated how adding digital tools could boost their company’s visibility and generate more leads. By presenting clear, data-backed improvement opportunities in lead quality and quantity, the client was convinced to complement their stand-only package with a digital offering. The outcome? A win-win for both the client and the event, driving mutual growth and satisfaction,” Appleton shared.
Related. RX’s Colleqt QR Technology Helps Exhibitors Share Information and Secure Leads
Using AI to Identify Inefficiencies
Another way RX is utilizing AI to make their trade shows and events better is by identifying inefficiencies and being able to course-correct more quickly.
“We know that sometimes what visitors indicate as their intent and interests during the registration process pre-event and what they then go on to actually do at our events can be two different things,” Appleton said. “This may be because their interests have changed since they registered, or because they find something new and exciting at the event that they want to explore more.
“We are now using AI-driven techniques to better model exhibitors and their product offerings bringing together various different data sources about the exhibitor. We can then look at visitors’ use of our Colleqt QR Code solution on exhibitor booths at the event and match those scans to the information we have modelled about exhibitors. We’ve found this to be the most effective method for generating high-quality recommendations compared to anything else we’ve tried. Ultimately, this benefits both buyers and sellers by fostering more meaningful and valuable connections — one of the key goals we aim to achieve at every event.”
What’s Next: Exhibitor-Training Resources
RX is also trialing tools that can turn text into informational videos explaining the exhibiting process at a trade show that can be used as an exhibitor-training resource.
“These explainer videos are designed to simplify complex information and make tools more accessible for exhibitors. For instance, they could guide exhibitors on best practices for using digital event tools, setting up their profiles, or optimizing their event strategies. They might also be used in onboarding or to introduce new tools. The aim is to provide a seamless and engaging way to educate exhibitors, so they feel confident and prepared before, during, and after the event,” Appleton said. “Using AI, we are also now able to produce translated videos for customers in markets such as Japan and Mexico that we couldn’t do before, because the translation engines are so good.”
Want more content like this? Subscribe to Trade Show Executive’s weekly newsletter for the hottest news, case studies and thought leadership in the industry.
