Freeman Partners With Zenus to Bring Ethical AI-Powered Behavioral Insights to Live Events

April 7, 2023

Leading global event company Freeman has entered into a strategic partnership with Zenus, a top provider of behavioral analytics for events and retail, to introduce a service that gives show organizers cutting-edge tools to measure attendee sentiment and engagement.

With Zenus’ ethical artificial intelligence (AI)-based behavior mapping, Freeman’s customers will receive aggregated and anonymized data around dwell time, sentiment and attendee activation. This metadata can be translated into actionable insights for exhibitor and sponsor ROI and future event planning.

Freeman chose Zenus as its AI partner because it adheres to ethical AI standards that ensure the data is captured responsibly and that respect the privacy of all event attendees, according to Paul Fletcher, executive vice president, audio visual and event technology operations at Freeman, adding that the two companies have been testing and piloting the technology in preparation to launch at scale across events and trade shows.

“Zenus was a logical behavioral insights partner for Freeman because of their scalable, turnkey technology and privacy-first approach to data collection,” Fletcher said. “Show organizers are under more pressure than ever to provide clear ROI to their exhibitors and sponsors.”

He continued, “With Zenus’ behavior mapping tools, Freeman clients can measure their live events the same way they measure their digital marketing channels — total impressions, dwell time and how show floors convert to key activities.”

Zenus’ AI smart cameras are mounted to capture data, however, no video is ever recorded or saved. Impressions and facial expressions are aggregated and anonymized with no attendee interaction. One of the primary benefits is its lightweight deployment with no infrastructure needed. That means no wi-fi is necessary, as it runs on cellular. The metadata that is captured is strictly dwell time, sentiment, demographic and position without violating privacy concerns.

Partnering with Freeman, the leader in events, was an easy decision for Zenus, according to Panos Moutafis, the company’s co-founder and CEO.

“As the general contractor for many of the top conferences and trade shows, Freeman has strong relationships with organizers around the world, which allows for easy setup and deployment of our system across a wide cross section of events,” Moutafis said. “Event organizers, exhibitors and attendees can benefit tremendously from the actionable insights our behavior mapping technology makes available.”

Freeman will handle the full technology deployment from start to finish and help the strategic placement of the smart cameras, ensuring optimal ROI. Event organizers who are interested in deploying the new service can request a demonstration or find out more information by contacting their Freeman representative or inquiring directly on Freeman.com.

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE, listen to our latest podcast HERE and engage with us on Twitter, Facebook and LinkedIn!

Add new comment

Partner Voices
One of the most iconic names on the Las Vegas Strip just got an upgrade. Mandalay Bay has everything that your business needs from a refreshed convention space designed to inspire productivity and creativity, to an impressive selection of world-class restaurants and amenities. If you're looking for a venue that's both inviting and innovative, you have to be here. New Wave Experiences Mandalay Bay continues to invest in a new wave of enhancements both in the convention space and within the resort as a whole. New restaurant openings including Orla by Michael Mina, drawing inspiration from the award-winning chef’s childhood in Egypt and with flavors and décor inspired by the spices found in markets common to coastal Mediterranean towns, as well as Caramá by Wolfgang Puck, bringing the essence of Italy and spirit of Wolfgang into one concept, are recent additions. The Four Seasons Hotel Las Vegas also experienced a recent remodel of all 424 rooms. Swingers, a high-end, adults-only golf and entertainment concept will debut in Fall 2024. Enhanced Technology Creating a truly effective conference venue requires careful thought into what a business needs: the right technology, capacity, and inspiration to bring ideas to the next level. As part of the resort’s refresh, Mandalay Bay implemented state-of-the-art technology upgrades, installing cutting-edge Cat6A Ethernet cabling throughout the convention center. This advancement doubles the frequency of data transmission, enabling lightning-fast speeds up to 9400% faster. The convention center now boasts 11 dynamic digital walls, spanning up to 24' x 13', strategically positioned for brand placements, sponsorships and targeted event messaging. Additionally, attendees can benefit from 20 double-sided 55" mobile flexible display units, facilitating effortless navigation to meeting rooms and events. RFID locks were installed on all meeting room doors, and over 200 motion detection cameras have been placed throughout the space. Refreshing New Design & Fine Art The newly remodeled convention space provides a bright and vibrant atmosphere that complements Mandalay Bay's tropical-inspired brand. Featuring white-washed walls and ceilings adorned with bold floral patterns in cerulean and coral tones, the space is complemented by warm walnut accent walls. In addition to the redesign of all pre-function spaces, meeting rooms and ballrooms, Mandalay Bay's 1 million square feet of exhibit space has undergone a rejuvenation, including new paint, covered pillars and relocated strobe lights. Sustainable Spectacles Mandalay Bay is committed to Focused on What Matters and creating more responsible meetings. Refillable water stations all available around the resort, cutting unnecessary plastic usage from single-use bottles. The Mandalay Bay campus’ recent upgrades represent a bold step forward in redefining the Las Vegas experience. With a focus on innovation, sustainability, and unparalleled service, Mandalay Bay sets a new standard for excellence in business hospitality. Whether you're seeking cutting-edge conference facilities, world-class dining options, or simply a luxurious retreat, an unparalleled meeting experience awaits.