As every year, FITUR will transform Madrid into the international capital of tourism next January. Organized by IFEMA Madrid, it is undoubtedly the leading event in the tourism sector and a key player for inbound and outbound markets worldwide. For the 2026 edition, the organizers have decided to take another step in their digital transformation with the integration of the AI ​​Assistant, developed by Oct8ne, on the event's website. This initiative will allow IFEMA to offer more efficient, practical, scalable service adapted to the diverse audiences participating in the fair. It aligns with the project's objective of going beyond simply implementing a virtual assistant to enhance the user experience. Thanks to the integration of this solution, an intelligent point of contact is offered, capable of understanding the context, managing peak demand without compromising quality, and maintaining consistency in the information provided. The FITUR chatbot, powered by Oct8ne technology, enables natural and effective conversations through artificial intelligence, although its true value lies in its ability to accurately analyze and classify queries, prioritize content, detect behavioral patterns, and learn from interactions. Rapid implementation tailored to the event's needs As Celia Hidalgo, Digital Strategy and SEO Coordinator / Head of the IFEMA AI Assistant project, explains, “We wanted more practical and scalable support to improve the user experience on IFEMA Madrid's websites. FITUR is a particularly interesting case because it has a lot of content and diverse audiences. Our approach wasn't simply to 'have an assistant,' but to orchestrate a point of contact that understands context, manages peak demand without sacrificing quality, and maintains consistent information.” The assistant's implementation process was agile thanks to Oct8ne's modular approach, which allowed IFEMA to work on a cross-functional basis and adjust the information and conversation flows to FITUR's specific needs. Since its launch, IFEMA has observed smoother interaction between users and the FITUR website. Visitors find the information they are looking for more quickly, repetitive queries are reduced, and the chatbot has become an active listening channel that allows for continuous improvement of the event's communication. A commitment to innovation and user experience With this initiative, IFEMA reinforces its commitment to technological innovation and demonstrates how the application of artificial intelligence in customer service can transform the experience of attendees at major events.