AI in action: Cooperation between NürnbergMesse and Ohm

Artificial intelligence (AI) is changing the world of work – including at NürnbergMesse. In cooperation with the University of Applied Sciences Nuremberg (Ohm), research is being conducted into how it can be used in a targeted manner to make work processes more efficient and sustainable.

Written by Johanna Köhler

A laptop with an open website is on a table. In the background are two people standing in front of a large screen in a work environment.

Artificial intelligence (AI) has long been more than just hype—it is changing work processes and ways of thinking and has become an integral part of everyday working life. This is also true at NürnbergMesse. In close cooperation with Ohm, a project has been launched that shows how AI can be applied in practice rather than just being a theoretical concept. The focus is on a specific application in event technology – with the aim of making work processes more efficient and sustainable.

NürnbergMesse event technology as a field of application for AI

As technical support, event technology assists both internal event teams and guest organizers in planning and executing trade fairs and events.
The department ensures that all technical structures—such as multi-story stands, special constructions, or show trucks—comply with the applicable legal requirements and NürnbergMesse's “Technical Guidelines.” It reviews structures requiring approval, provides planning assistance, and is on site at every event to ensure compliance with these requirements. These include hall planning, escape and rescue routes, as well as suspensions and special structures.

As part of its operator responsibility and based on legal requirements, the department is responsible for monitoring and approving all event-related structures at all trade fairs and events. This makes it an indispensable partner for ensuring that events run smoothly and safely.

From idea to solution: a shared use case

The event technology department at NürnbergMesse was facing a challenge: around 30,000 email enquiries per year on topics such as stand construction, special constructions, show trucks, walk-in structures, and special technical solutions were received in the central mailbox. Many of these inquiries were incomplete or did not contain all the necessary information, which was very time-consuming for the event technology team. Employees had to ask questions, request additional information, and carry out individual checks, which led to delays, especially during busy event periods. At the same time, it was necessary to comply with legal requirements such as operator responsibility, adherence to NürnbergMesse's “Technical Guidelines,” and building regulations – while also processing individual queries from exhibitors. The solution: an AI-supported system developed in collaboration with experts from Ohm.
The university supports regional companies with its Center for Artificial Intelligence (KIZ) and the Digital Intelligence Technology Transfer Center. Prof. Dr. Korbinian Riedhammer is overseeing the project on behalf of Ohm and emphasizes:

“For us, the joint project with NürnbergMesse is an excellent opportunity to work on our research questions in the field of AI in a practical way. Direct feedback from users is particularly valuable—it helps us enormously.”

A group photo of 13 people in an interior space: eleven of them are standing and two are kneeling in front of them. — The KIZ team at Ohm is working with regional partners to put AI research into practice.

The jointly developed tool analyzes incoming inquiries from exhibitors and event organizers who contact event technology with specific questions about the technical implementation of their exhibition stands or event spaces. It identifies relevant information in the messages and suggests appropriate responses based on an extensive collection of technical regulations and guideline documents that structure and standardize trade fair operations. “We have 116 documents that are relevant to exhibitors alone – and the question is: How can all this knowledge be conveyed efficiently? Together with Ohm, we have found an answer here,” says Michael Thyssen, responsible for event technology at NürnbergMesse.

It is particularly important that employees remain part of the process. They review, confirm, and provide feedback on the AI's suggestions. This allows the system to continuously learn—a principle known as “human in the loop.” Humans remain actively involved and are always the final decision-makers: the AI merely makes suggestions but does not communicate directly with exhibitors. This is essential, especially for legally sensitive topics such as event technology, where clear liability issues must be taken into account. Employees continuously train the system by correcting inappropriate responses, thereby improving the quality of the AI. “It's work that goes into it – but it's important. Because we have to teach the system where the trigger words are and what the right answer is,” Thyssen continues. This not only ensures better results, but also legal certainty – because incorrect information provided by the AI could have far-reaching consequences in trade fair operations.

Sharing knowledge, promoting talent

The collaboration with Ohm goes beyond this use case. Starting in the coming winter semester, the first dual students specializing in AI will begin their studies at NürnbergMesse. From NürnbergMesse's perspective, the cooperation is also an important building block for the future. Martin Kassubek, member of the Executive Board of NürnbergMesse, emphasizes: “The transformation surrounding artificial intelligence is rapid – and data and AI are also becoming increasingly relevant for us. To keep pace, we rely on strong, trustworthy partners from science and industry. Ohm plays a central role in our innovation ecosystem.”

A man is working at a desk with two monitors. The left screen shows programming code, while the right screen displays documents and spreadsheets. On the desk are a keyboard, a mouse, a smartphone, and a cup. — From code to application: Steffen Freisinger, research assistant at KIZ, is responsible for the technical implementation of the AI program for NürnbergMesse.

When technologies and work cultures change, strong partners are needed. Proximity to universities not only brings technical expertise, but also valuable impetus for further development within the company. The objective perspective of AI research and the support of experts are essential for identifying new developments at an early stage and implementing them in a practical manner. This brings the transfer of knowledge between universities and companies even closer together. Theory and practice intertwine – and new talent is specifically prepared for the demands of the digital world of work.

This example shows that AI is not an end in itself, but a tool – when used correctly. The cooperation between NürnbergMesse and Ohm proves how genuine added value can be created through partnership-based thinking and practical implementation. For employees, for exhibitors – and for the future of the trade fair industry.

Author

Johanna Köhler

Online Editing // PR Trainee