South Africa, Nov. 12 -- 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 wer...