AI can make almost any product or service look impressive. But whether it lives up to that promise is another question. As research points to the growing importance of human interaction in an AI-driven marketplace, The Rand Show is highlighting the value of exhibitions as places where consumers can put brands to the test. Its 2027 edition, taking place from 25 to 29 March at the Johannesburg Expo Centre, Nasrec, will give businesses five days to demonstrate their offerings, engage directly with customers and explore new commercial opportunities.
An image can be flawless. A demonstration can be edited to perfection. But what happens when somebody wants to pick up the product, see how it really works or ask a question the marketing team hadn’t anticipated?
Research suggests that consumers are becoming more cautious about what they encounter online. A Gartner survey of 1,006 US consumers, conducted in May and June 2026, found that 57% felt AI-generated content had made them less trusting of brand messaging. Another 43% said they were relying more on real people for shopping information and recommendations because of AI-generated content.
Businesses appear to be taking notice. Research released by Gartner on 9 November 2026 found that 94% of 408 surveyed senior marketing leaders planned to increase investment in human touchpoints over the following year.
“AI has made it easier than ever for brands to look impressive. But looking impressive and earning someone’s trust are two very different things,” says Adele Hartdegen, CEO of The Rand Show. “At an exhibition, a business has to stand behind what it promises. Its products, its people and its claims are there for customers to judge. That kind of accountability is becoming increasingly valuable.”
Freeman’s 2025 Commercial Trends Report supports the importance of that direct experience, finding that 57% of surveyed business-event attendees ranked hands-on demonstrations among the three most useful ways to make purchasing decisions faster or with greater confidence.
For businesses, exhibitions also provide immediate, unfiltered feedback. They can see what attracts attention, hear customers’ concerns and understand what might persuade them to buy.
Sometimes, the most valuable conversation is one nobody anticipated.
The Rand Show attracted 87,681 visitors in 2025, increasing to more than 97,000 in 2026. Its mix of shopping, entertainment, technology and family experiences brings together people with vastly different interests, creating opportunities for exhibitors to meet customers well beyond their traditional markets.
“One of the things businesses underestimate about consumer exhibitions is that you never really know who is standing in front of you,” says Hartdegen. “Someone might be enjoying the day with their children, but they could also be a business owner or purchasing manager looking for a new supplier. One conversation can open doors you didn’t know were there.”
Of course, attracting visitors is only half the job. Exhibitors need to create experiences worth stopping for, with opportunities to try products, ask questions and engage with knowledgeable people who understand what they’re selling.
AI has a valuable role here, too. It can help businesses understand audiences, develop campaigns and follow up on enquiries. Digital marketing can introduce products to thousands of potential customers before they enter the exhibition gates.
For brands planning their 2027 marketing budgets, the opportunity lies in how these digital and physical experiences work together.
AI can help customers discover a brand and narrow their choices. A real experience gives them something against which to judge the promise.
And for businesses prepared to make the most of it, the exhibition floor remains a place where a conversation can become a sale or the beginning of a valuable business relationship.
The Rand Show 2027 takes place from 25 to 29 March at the Johannesburg Expo Centre, Nasrec.
For exhibitor information and opportunities, visit https://exhibit.randshow.co.za/.
