Organizational readiness to adopt artificial intelligence in the exhibition sector in Western Europe

This exploratory study explores perceptions of Artificial Intelligence (AI) and organizational readiness to adopt AI, in the exhibition sector events industry. A theoretical framework synthesizing Technology - Organization Environment Readiness Index was developed guide this qualitative study. Seventeen senior managerial representatives from organizations across nine Western European countries were interviewed, a reflexive thematic approach adopted analyse data. The findings suggest that industry is slow adopter which may impact its future competitiveness, despite stimulus provided AI adoption during COVID-19 pandemic. degree confidence technological practices, financial resources, size organization, issues data management protection, as well impacts pandemic, motivate or inhibit for event new Exhibition Sector Adoption Model presented research managers researchers can use analyze inhibitors motivations adoption, contextualized current challenges facing exhibitions sector.