In the fast-paced world of trade shows, where a single conversation can make or break a deal, remembering who said what, and when, has long been a challenge for exhibitors. That’s where Backtrack comes in. Originally conceived as a tool for virtual meetings, Backtrack pivoted after an unexpected use-case revealed a much bigger opportunity: helping exhibitors capture and organise their trade show conversations with the help of AI.
I had the chance to catch up with the creators of Backtrack, Jordan Walker and Hunter McKinley, as they share how their platform is revolutionising lead capture by combining automation, audio, and AI into a seamless, tap-and-go solution for trade show professionals. From retroactive recording and real-time contact enrichment to privacy safeguards and CRM integration, Backtrack is redefining what’s possible on the show floor – and setting a new standard for how exhibitors engage, remember, and follow up.
What inspired the creation of Backtrack, and what specific challenges for trade show exhibitors were you aiming to solve?
Backtrack started life as a tool for online meetings. One day, a user told us she had used it at a trade show to help her remember conversations. That’s when we realised the real memory problem lies on the show floor – exhibitors speak to hundreds of people and can’t possibly remember every interaction, leaving billions in potential revenue to memory. Our goal became clear: help exhibitors capture and organise these high-value conversations using automation and AI – all with the tap of a button.
Can you walk us through how Backtrack works on the show floor, from the moment a conversation starts to when a lead is captured and followed up?
Backtrack is designed to be incredibly simple to use, and that’s entirely intentional. The mobile app runs passively in the background. Once a conversation ends, the user scans a badge or business card with Backtrack. The app then automatically links that scan to the conversation’s audio, summarises the key points, and creates a complete contact card with AI-generated notes, name, email and more. If their CRM is connected, everything captured is automatically sent there too.
What are the key features of Backtrack that set it apart as the “world’s first AI-powered lead capture tool” for exhibitors? How does Backtrack differ from other lead capture and audio recording tools currently available for exhibitors and event professionals?
Backtrack uses several layers of AI in innovative ways, reducing the need for salespeople to do anything more than tap a button:
- Scanning – Backtrack’s camera can turn a badge, business card, handwritten notes, or even a LinkedIn QR code into usable contact details – no typing required.
- Enrichment – Say a lead just left your stand and you want to connect with them on LinkedIn. Backtrack will use their contact details to find their LinkedIn, email, phone number, whatever might help close the deal.
- Recording – Backtrack features a rolling 30-minute audio window, meaning users can retroactively save a conversation even if they didn’t hit record beforehand, without having to sift through hours of audio.
- Sharing – Within two seconds of scanning, a URL is generated that allows the audio and notes to be instantly shared with teammates.
- Winning deals – Backtrack’s transcription and summary engine surfaces key moments from conversations, helping users send effective follow-up emails in seconds. Speed to lead matters, and Backtrack makes it effortless.
- Speed to lead – Backtrack is the only platform where a visitor can receive a link to their conversation, connect on LinkedIn, and retain context of the meeting, before they even leave the stand.
How does the retroactive audio recording function work, and how does it ensure privacy and security for both exhibitors and attendees?
Think of Backtrack like a dashcam for conversations. Everything is recorded locally on the user’s device – nothing is saved unless the user decides to. It doesn’t stream audio to the cloud or listen in passively like Alexa or Siri. If an attendee agrees to be “Backtracked,” that consent is handled directly by the exhibitor. Privacy is a core principle – nothing is stored without an explicit tap to save.
In what ways do you see Backtrack disrupting the traditional lead capture and follow-up process at trade shows?
In the past, exhibitors measured success by how many badges they scanned. But in 2025, ROI is more important than volume – the quality of leads is what really counts, and that’s where Backtrack excels. We all know that just one good conversation can deliver a show’s return. Backtrack helps exhibitors focus on those meaningful interactions. With AI-generated notes and automatic CRM integration, it captures context that traditional badge scanners simply miss. It also provides leadership with genuine insight into what happened at the stand, without relying on memory or scribbled notes.
What feedback have you received from early adopters, and how has it shaped your vision for transforming the exhibitor experience?
The feedback has been incredible. For anyone interested, you can actually see it at usebacktrack.com/testimonials. Knowing the AI is taking notes gives exhibitors peace of mind and allows them to be more fully present in their conversations – making them sharper when it matters most. We talk to our users regularly and constantly iterate based on their feedback to deliver the best possible experience.
Is there a concern about privacy and consent when recording conversations in a busy trade show environment?
Absolutely—and we take it very seriously. We built Backtrack from the ground up with privacy in mind. More information can be found at usebacktrack.com/ai-ethics.
When we partner with an event, we require the Terms of Service to include clear language informing both exhibitors and attendees how Backtrack works and what to expect. We also provide visible signage at booths and around the event with links to more information. And we always say: be a good human. Every user must take the pledge to ask before recording – every single day. The app won’t allow hidden or passive recording. Consent is inherently captured in every Backtrack session.
What are your immediate priorities for Backtrack’s development and market expansion over the next 12 months? Are there plans to expand Backtrack’s capabilities beyond trade shows?
Right now, our primary focus is on trade shows. However, we’re about to launch Backtrack for Hosted Buyer meetings and other planned appointment formats at events. That said, we’ve already seen users apply Backtrack in a range of settings—students, professors, comedians, musicians, and more. Over the next 12 months, our mission is to bring AI and automation to all high-value, in-person meetings across the events industry.
Where do you see the biggest opportunities for AI and automation in the events industry over the next 3–5 years?
After our keynote on AI at EDPA Access last winter, we had many event professionals reaching out for help with their AI and automation strategies (usebacktrack.com/speaking). One area we see huge potential is in streamlining client-facing content, things like “know before you go” guides, personalised schedules, and scalable communications. It’s already underway, but within the next three years, AI will be so advanced that adoption across the industry will be inevitable.
Tell us a little about your own personal background. What has been the most surprising challenge in building and launching Backtrack?
We’ve been building tech together for 12 years, ever since meeting in our first year of university. We’ve developed everything from mobile apps to websites to custom AI platforms. Watching the technology evolve has given us a deep understanding of how to apply it meaningfully.
One of the biggest challenges has been ensuring the tech fits naturally into real-world conversations. AI should empower people, not replace them or become a distraction. Creating that magical experience, where Backtrack integrates smoothly into the chaos of a trade show floor, has been one of our most exciting and rewarding challenges.
Source: www.exhibitionworld.co.uk
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