IFEMA MADRID elevates FITUR’s digital customer experience with Oct8ne’s AI Assistant

The International Tourism Fair is stepping up its commitment to artificial intelligence to deliver faster, more personalized and consistent support to thousands of visitors and exhibitors.

FITUR—one of the world’s leading events for the tourism industry—has taken another step in its digital strategy by integrating Oct8ne’s AI Assistant into its website. This upgrade enables IFEMA MADRID to offer more efficient, scalable support tailored to the wide variety of audiences that attend the fair each year.

For Celia Hidalgo, Digital Strategy & SEO Coordinator and Lead of IFEMA MADRID’s assistant project, the goal was never just to deploy a virtual Assistant. It was about creating an intelligent touchpoint capable of enhancing user experience in an environment with a very high volume of inquiries.

“We wanted a more practical and scalable way of assisting users across IFEMA MADRID’s websites. FITUR is a particularly interesting case because of its extensive content and the diversity of its audiences. Our aim wasn’t simply to ‘have an assistant,’ but to orchestrate a touchpoint that understands context, handles demand peaks without losing quality, and delivers consistent information,” Hidalgo explains.

An AI assistant that understands, learns and adapts

Thanks to Oct8ne’s technology, FITUR’s Assistant delivers natural and effective interactions. But, as Hidalgo points out, “its real value lies in what happens behind the scenes: the ability to accurately classify queries, prioritize content, detect patterns and learn in order to keep improving.”

Fast rollout and effortless adaptation to the event

The configuration process was quick and smooth thanks to Oct8ne’s modular approach. The IFEMA MADRID team worked from a versatile foundation, adjusting information and conversation flows to FITUR’s specific needs.

“The setup was fast, and adapting it to the event was straightforward. From there, we iterated based on real feedback to refine coverage and response paths, keeping brand consistency and reducing friction,” Hidalgo notes.

More fluid interactions, stronger consistency and deeper user insights

Since launch, IFEMA MADRID has seen users navigate the website more easily and find what they need faster. Repetitive questions have decreased, and the Assistant has become a valuable channel for active listening that fuels continuous communication improvements.

“The first thing we noticed was more fluid interaction: users find what they need sooner and repetitive doubts have gone down. We’ve also gained consistency, and the Assistant has become an active listening tool that helps us continuously refine our communication,” Hidalgo adds.

AI that enhances a more human customer experience

With this initiative, IFEMA MADRID strengthens its commitment to innovation and digital transformation. Artificial intelligence not only improves visitor support but also enhances the event’s communication and optimizes internal processes.

At Oct8ne, we’re proud to be part of this project and to support IFEMA MADRID on its path toward smarter, more human and more efficient digital customer service.