Spring Fair, Autumn Fair and Glee have announced a partnership with Accio Work, Alibaba.com’s AI business platform for SMEs, which becomes the shows’ official AI partner and introduces a free AI-powered assistant for buyers and exhibitors.
Launching at Autumn Fair and Glee this September, the assistant lets buyers ask questions in natural language, such as finding sustainable garden brands under a set budget, and get recommendations drawn from the official exhibitor directory. Buyers can also upload a photo of their shop and get exhibitor suggestions matched to their retail style, and the tool can generate a personalised walking route around the show floor.
Jackson Szabo, portfolio director at Spring & Autumn Fair, said: “As our shows continue to grow, we wanted to introduce technology that genuinely improves the buying experience rather than adding complexity. Partnering with Accio Work allows us to offer buyers a simple, intuitive planning tool that helps them discover brands they may otherwise have missed, build personalised buying journeys and spend more time having meaningful conversations on the show floor.”
Michalle Lau, managing director France at Accio Work, said: “Trade shows remain one of the most important places for buyers and suppliers to connect, but navigating thousands of products and hundreds of exhibitors can be overwhelming. By partnering with Spring Fair, Autumn Fair, and Glee, we’re making AI practical and accessible, helping visitors discover the right brands faster, plan their visit more effectively and ultimately create better business opportunities for everyone attending.”
The partnership is part of a wider rollout of Accio Work’s Exhibition Agent tool across major European trade shows. Autumn Fair runs 6-9 September 2026 at the NEC Birmingham, Glee runs 8-10 September 2026, and Spring Fair runs 7-10 February 2027, both also at the NEC.
