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The Future of Exhibitions

Can you quickly introduce us to UFI?

UFI is the global trade association for the exhibition industry. So, all the for-profit and association trade show organizers, as well as the venue operators, investors, and the service partners of the industry, are our members. We are also the global umbrella hosting more than 60 national and regional exhibitions and business events.

How do you qualify as an exhibition and how does an event become a member of UFI?

We define an exhibition as a meeting of buyers and sellers and it happens 99% of the time in a physical space. So to become a UFI member as an organizer, you need to run an international trade show. If you are a venue, you need to host these events, & if you are a service provider you need to be one of those companies supporting that and that can be everything from stand building to digital platforms.

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What if we fast forward 2, 5 or 10 years into the digitalization of events?

Whether it’s two, five or ten years into the future, the core of exhibitions and business events will be the physical space. The physical gathering of people. There will be more digital services around like if you go to a trade show floor nowadays, you bring your smartphone so you have a lot of digital interaction during your physical presence at the event. This will evolve as it did in the last 10 years and we believe that in the future, there will be a more omnichannel model evolving where organizers of trade shows are focusing on their customer groups.

It looked like the Middle East or Asia was kind of back into events a lot faster. Do you know why?

The pandemic started in Asia so their first wave was done earlier and they reopened earlier with measures in place. Now we’re at wave three four or five depending on how you count, and we’ve learned a lot as an industry and lots of governments have learned a lot about how to deal with a pandemic.

China was able to open early because they were very much in control. If you’re looking at the Middle East, we ran our first in-person event again in May in Dubai at the World Trade Center. This was possible due to their high vaccination rates and their ability to accommodate the safety of all attendees.

I want to share some insights about how much the industry lost with COVID and how fast it’s coming back. Could you share your comments on what you learned from 2020?

What we’re seeing is the economic impact and the damage the industry took now around the world in 2020. The revenue of our exhibitions and business events industry basically dropped by 70-75% year on year compared to 2019.

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Compared to 2020, there is 165% growth in the events industry in 2021. A perfect point in time to look into this industry as a career opportunity. People want to meet and they want to meet in person. By 2024, events will reach the level of 2019 again but by next summer, the event industry is expected to pick up to normalcy with more physical events. However, there will be smaller events than we had before.

For the content side, online delivers, as many people have attended content-driven events. This has imbibed an interest in them which makes them eager to attend physical events. COVID has hence opened a new phase of attendees, which has increased drastically.

Check out the full video of the Future of Exhibitions talk with Kai Hattendorf.

The Future of Events — Are you in?
Join Ben Costantini at PIRATE Live 2021 for his track dedicated to the future of events with lots of amazing speakers.

Learn more about PIRATE Live and other upcoming Tech events with Sesamers

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London-based AI laboratory Ineffable Intelligence has emerged from stealth with a $1.1 billion seed round at a $5.1 billion post-money valuation, the company confirmed on 27 April 2026. The financing is the largest seed round ever raised by a European company and one of the largest first-money-in rounds in the global history of artificial intelligence. The round was co-led by Sequoia Capital and Lightspeed Venture Partners. Participating investors included Nvidia, DST Global, Index Ventures, Google, and the UK Sovereign AI Fund, the British government’s recently established vehicle for backing strategic AI capacity on home soil. A bet on a different path to general intelligence Ineffable Intelligence was founded in 2025 by David Silver, the former Vice President of Reinforcement Learning at Google DeepMind and the principal architect of AlphaGo, AlphaZero and AlphaStar. He is joined by three further DeepMind alumni: Wojciech Czarnecki, Lasse Espeholt and Junhyuk Oh. All four have spent the past decade at the frontier of reinforcement learning research, the discipline behind some of the most consequential demonstrations of machine learning over the past ten years. The company describes its objective as building a “superlearner” — an AI system capable of acquiring knowledge directly from its own experience rather than from human-generated text or imagery. “Our mission is to make first contact with superintelligence,” Silver said in a statement accompanying the launch. “We are creating a superlearner that discovers all knowledge from its own experience, from elementary motor skills through to profound intellectual breakthroughs.” The framing is a deliberate departure from the dominant industry trajectory. Most leading AI laboratories, including OpenAI, Anthropic and Google DeepMind itself, have built large language models trained primarily on the corpus of the internet, then refined that training with human feedback. Ineffable’s wager is that the marginal returns on scaling text-based pretraining are diminishing and that the next leap in capability will come from agents that learn endlessly from the consequences of their own actions, in much the same way AlphaZero learnt the game of Go without studying any human matches. Why $1.1 billion at seed The size of the round is unusual even by the inflated standards of the 2026 AI capital cycle. Two factors appear to explain it. First, frontier reinforcement learning at the scale Ineffable describes is computationally extraordinarily expensive: the company will need to operate vast simulation environments and train very large models against them, an undertaking that consumes capital at a rate closer to physical R&D than to traditional software. Second, the round signals a strategic move by Europe’s investor and policy ecosystems to retain the most ambitious AI researchers on the continent. The presence of the UK Sovereign AI Fund alongside Sequoia, Lightspeed and Nvidia is the clearest expression of that intent. The British government has publicly framed the investment as a bet on breakthrough AI that “can discover new knowledge”, positioning the country as a willing co-investor in domestic frontier laboratories. For Ineffable, the implication is access not only to capital but to compute, regulatory engagement and the still-resilient academic talent base around UCL, Oxford, Cambridge and Imperial. Founder pledge of historic scale Alongside the funding announcement, Silver disclosed that he is committing 100 per cent of any personal proceeds from his Ineffable equity to charity via the Founders Pledge network — described by the organisation as the largest pledge in its history. At the round’s $5.1 billion valuation, that commitment could ultimately exceed several billion dollars if the company succeeds. It is a meaningful gesture in a sector where the reputational stakes around concentrated AI wealth are escalating, and one likely to be referenced in subsequent founder-led commitments. Implications for the European AI landscape Ineffable’s emergence reshapes the European AI map in three concrete ways. It establishes London as the home of the continent’s largest-ever seed-stage company, complicating Paris’s recent narrative of frontier-AI primacy after Mistral’s earlier rounds. It validates a thesis — that reinforcement learning, not transformer scaling, is the next frontier — that has lately been losing capital share to language-model incumbents. And it confirms that the UK government is now willing to act as a balance-sheet co-investor in domestic AI laboratories, a posture much closer to the French model than to the predominantly grant-based regimes elsewhere in Europe. The execution risk is non-trivial. Reinforcement learning at frontier scale has historically required years of careful environment design before producing competitive systems, and Ineffable’s “first contact” framing sets a high bar against which it will be judged. But for now, with a billion dollars on the balance sheet, four of the discipline’s most accomplished researchers in the founding team and a sovereign co-investor at its back, Ineffable Intelligence is the most heavily resourced new entrant in the European AI cycle. Sesamers covers European fundraising rounds across deeptech, fintech and AI. Source: tech.eu.

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