Expo 2020: Digital experiences for millions
As the Digital Services Premier Partner, we are helping Expo 2020 Dubai create engaging digital experiences for millions of customers.
Every World Expo has celebrated the unique achievements of its era and unveiled new concepts to its visitors—iconic architecture, opportunities for cultural exchange, technological advancements.
So, what do the organizers of Expo 2020 Dubai want visitors to see?
The mega-scale multinational event will be nothing less than a once-in-a-lifetime celebration.
The most inclusive World Expo ever and the largest event to be staged in the Arab world, it’s also the chance for new visitors to connect not only with the famously warm Emirati hospitality and local values of tolerance and cooperation, but to also to connect with inspiring and innovative ideas, in pursuit of a brighter future. Exhibitions will bring to life Expo’s themes of Opportunity, Mobility and Sustainability.
Realizing these reach-for-the-stars goals was a daunting challenge: Expo 2020 would require seamless integration of the many complex systems and applications in play. Digital services would need to enable personalized, unique and hyper-relevant experiences in order to surprise, delight, inform and inspire Expo 2020’s visitors.
Expo 2020 Dubai wants the millions of expected guests to connect with one another, unlocking even more wonders than those that will be on display.
For the 200+ participants that will take part in Expo 2020—including nations, multilateral organizations, businesses and educational institutions—streamlined processes had to be put in place.
To help get a 1200-strong organization off the ground, we created and integrated intelligent systems to enable various Expo teams – from procurement and marketing, to finance and HR, as well as participants and partners–using resilient, reliable and secure applications. For example, the Participant Portal is a one-stop-shop for the more than 190 participating countries and partners to submit their Pavilion designs, themes and content on an interactive platform that integrates authorizations, supply chain management and workforce licensing functions.
A window for the world to learn about Expo 2020
Bringing Expo’s story to life for millions around the world was pivotal. So Accenture developed Expo 2020’s visitor-facing digital channels, including the official mobile app and virtual assistant.
Enhancing expo2020dubai.com’s user interface and experience for optimal accessibility, personalization and marketing automation, we incorporated an information hub and a ticketing journey designed to appeal and engage visitors of all ages to learn and plan their visit.
To provide tailored services to international visitors in their mother tongue (10 languages so far, and counting), Amal – an AI-powered chatbot developed in collaboration with Smart Dubai – will gather information on shows and attractions and give feedback throughout the six months of the Expo.
Available across platforms including the website and mobile app, Amal will process and analyze volumes of information to answer visitors’ questions accurately and fast. Plus, she is also designed to learn and improve responses through the natural language processing.
A personal touch
Working with SAP, Accenture developed Expo 2020’s Customer Relationship Management (CRM) and Customer Profiling platform, which uses data-driven insights to generate hyper-personalized recommendations for routes, restaurants and geo-location pop-up messages, helping guests find their way around the 4.38 sq. km. site.
Providing secure access to the site was paramount. Upwards of 150,000 people per day are expected to be authorized through the Accreditation System, which is integrated with the relevant government services. This helps manage each person’s access to the site for a safe, secure and efficiently run event.
And, as Expo 2020 Dubai’s official Digital Services Partner, Accenture also integrated and stage-managed the myriad components and applications behind the scenes, underpinned by our Services Delivery Platform. The SDP integrates data from more than 80 different applications, including third party solutions and government authorities, orchestrating the digital journey for participants and visitors. As the first World Expo to be hosted in a multi-cloud environment – Accenture manages applications to create an ultra-connected Expo – both on the ground and in the Cloud.
"A key objective for Expo’s implementation of technology is to create a truly immersive visitor experience. With the help of our premier partners Etisalat & Accenture, we’re utilizing the power of technology to capture the world’s imagination."
Today more than ever, people are looking for an optimistic vision of international cooperation that improves lives. Expo 2020 is an opportunity to bring the world together with a shared purpose to influence discussions, conversations, and actions that address some of humanity’s most pressing challenges.
Expo 2020 aims to create an environment where visitors can create, collaborate and innovate—all while having a fun, thought-provoking experience as they are immersed in creativity, art, culture, world cuisine, ground-breaking architecture and entertainment. And once the event is over – have the visitors, armed with new ideas, passions and insights to then go forth and build a better world.
That means the ultimate value of Accenture and Etisalat Digital’s efforts will be realized far into the future, when we see the impact of the innovations and how they are applied to address the world’s toughest environmental, financial and social challenges.
For now, the teams have successfully built the digital foundations at the heart of Expo – from designing, implementing and driving the personalized guest experience, to giving Expo the tools to tell its brand story in a digital world.
Already, the Expo 2020 website has hosted more than 25 million visitors from more than 200 countries.
The legacy of Expo 2020 will benefit generations to come. But perhaps the best measure of Etisalat Digital and Accenture’s success at Expo 2020 Dubai will be the impact of those truly unique experiences that no one could have possibly imagined.