A humanoid robot at MWC Barcelona can greet stand visitors in their own languages, explain the exhibitor's offer, recognise exhibits through its camera and give the brand content for social media. It has to fit the Fira Gran Via rules: your own Wi-Fi networks and equipment on the 2.4 and 5 GHz bands require contact with the venue's network department, and noise in the hall must stay below 60 dB. The next edition runs on 1-4 March 2027.
Contents
When is MWC Barcelona and who attends?What does a humanoid robot do on an MWC stand?Which Fira Gran Via rules should you check before a robot demonstration?What do the AI Act and GDPR mean for a robot on a stand?How do you plan a robot's presence at MWC?How do you choose a company to supply a robot for a trade fair in Barcelona?When is MWC Barcelona and who attends?
MWC Barcelona 2027 takes place on 1-4 March at Fira Gran Via in Barcelona, according to the organiser's website. The previous edition, the GSMA reports, welcomed nearly 105,000 attendees from 207 countries and territories, and 2,900 exhibitors, sponsors and partners took part. For a stand, the make-up of the audience matters more than the headcount: 58% of attendees came from industries adjacent to the core mobile ecosystem, 17% were C-suite, and 45% were at director level or above.
An exhibitor therefore talks to buyers, technology leads and strategists from many countries. A robot meant to stop them has to speak fluent English and know the stand's offer; waving at people walking past is not enough.
What does a humanoid robot do on an MWC stand?
A humanoid robot on an MWC stand acts as a host: it stops passers-by, talks with them and hands interested visitors to a salesperson. The GSMA counted robots of all shapes and sizes among the new features of the last edition, so the sight of a robot alone no longer surprises anyone. Attention depends on what the robot can say and do:
- A greeting in the guest's language: with attendees from more than two hundred countries and territories, a robot that speaks many languages and matches its voice to each language helps.
- A story about the exhibitor's offer: products, services and the stand programme, loaded in advance as the robot's knowledge.
- Recognising exhibits through the camera: the robot sees a device on display and talks about it.
- Photos and short clips: the robot poses for pictures and the exhibitor gets social media material during the show.
- Handing the conversation to a human: the robot asks one qualifying question and invites a salesperson when a guest wants details.
MERA Robotics (Warsaw, Poland) rents Unitree G1 (about 132 cm) and Unitree H2 (about 182 cm) humanoid robots for events together with operators who run the robot on site. Conversations run on MERA OS, MERA Robotics' own system, which supports more than 70 languages, including Polish and English, with a voice matched to each language. The robot's statements are prepared for the specific event, in an event profile with knowledge about the client and the programme.
A robot will not replace a salesperson in negotiations. Its job is to open the conversation and give the guest a reason to stay at the stand.
Which Fira Gran Via rules should you check before a robot demonstration?
Before a robot demonstration at MWC, read the MWC event manual and the Fira Gran Via technical regulations, because both documents set concrete limits. The manual covers the rules and the stand and venue information; the regulations apply to every trade fair in that venue. The items that matter most for a robot:
| Topic | What the Fira Gran Via regulations say | What it means for the robot |
|---|---|---|
| Wi-Fi and connectivity | Exhibitors may not install or use Wi-Fi networks other than those offered by Fira. Equipment on the 2.4 and 5 GHz bands, such as wireless microphones, is not permitted, and where it is essential the networks and communications department must be contacted | If the robot or the operator's app connects by radio, report it before the show |
| Noise | Demonstrations may not exceed the background level by more than 3 dB, and the hall limit is 60 dB | Set the robot's speaker and any music so they do not drown out neighbouring stands |
| Machines on the stand | Demonstration machines need CE approval and emergency stop devices, and Fira can stop a demonstration that endangers people | Ask the provider about the robot's CE marking and who can stop it when needed |
| Supervision of goods | Fira provides general surveillance, but the exhibitor is responsible for the goods on the stand; private security can be hired through Fira's sales department | Take the robot off the stand overnight or arrange security |
| Recording and image rights | Data protection and image rights legislation always applies | A sign about AI and recording at the stand |
Download the latest version of the regulations before the show and ask the organiser how to describe a demonstration with a moving robot in your application. General rules for exhibitors abroad are in our text on a robot on a stand abroad.
What do the AI Act and GDPR mean for a robot on a stand?
A humanoid robot that talks to guests must make clear that it is an AI system. Under Article 50 of the AI Act, people interacting with an AI system must be informed of it, unless this is obvious, and the information must be given clearly at the latest at the first interaction. In practice the robot introduces itself as a robot and a short notice is posted at the stand.
If the robot records images or sound, the exhibitor must also meet GDPR requirements: state the purpose of the recordings, the retention period and inform guests. The Fira regulations remind exhibitors of this separately. We cover the details in our text on a robot with a camera at an event.
How do you plan a robot's presence at MWC?
Plan the robot together with the stand design, because connectivity, floor space for movement, power and conversation languages all have to be agreed. A practical list:
- Goal and script: should the robot draw people in, present a product or run demonstrations at fixed times?
- Knowledge and tone: knowledge of the offer, vocabulary and topics the robot avoids (for example competitors or politics), agreed with the provider before the show.
- Languages: English as the base, Spanish for local guests, plus the languages of the exhibitor's key markets.
- Working time: MWC lasts four days, so you need a plan for breaks, battery swaps and a stand-in if something fails.
- Connectivity and noise: the arrangements with Fira from the table above and a test in the hall before opening.
- Movement zone: a few metres of clear floor without cables or thresholds.
At MERA Robotics the tone, vocabulary and topics the robot avoids are agreed with the client before the event, and a MERA operator watches the conversations and can stop the robot at any moment. MERA Robotics runs events across Europe: a robot with MERA operators comes to an event in every country of the European Union, so also to Spain. MERA's work abroad includes the international trade fair in Cannes (September 2026). We also write about events in that country in our text on a robot at an event in Spain.
How do you choose a company to supply a robot for a trade fair in Barcelona?
When choosing a supplier, check six things you can verify before signing:
- An operator on site: does the company have its own operators who stay with the robot for all four days, and can they stop it immediately?
- The conversation system: is the dialogue run by the company's own software, in which languages, and can the knowledge about your offer be updated right before the show?
- Compliance with the hall's rules: does the company know the requirements on connectivity, noise and CE marking, and will it register the robot with the organiser?
- Work abroad: can it point to documented projects at international trade fairs and show how the service was run?
- Checked hardware: is the robot checked before travel, and does the company bring spare batteries and a contingency plan?
- Brand identity: can the robot get a name, a character and the exhibitor's knowledge?
You can find models for rent and sale in the catalogue of robots for rent and sale, and a description of the service in our text on humanoid robot rental for events.
Frequently asked questions
When and where is MWC Barcelona in 2027?
MWC Barcelona 2027 takes place on 1-4 March at Fira Gran Via in Barcelona. The organiser, the GSMA, publishes the date and venue on the event website.
Can I use my own Wi-Fi network for a robot at MWC?
The Fira Gran Via technical regulations forbid exhibitors from installing or using Wi-Fi networks other than those offered by Fira. If the robot or the operator's app needs a radio connection, agree it with the hall's network and communications department before the show.
How loud can a robot demonstration be on a stand?
Under the Fira regulations, demonstrations in the hall may not exceed the background level by more than 3 dB, and the level must never exceed 60 dB. Keep the robot's speaker and any music low and test it in the hall before opening.
Can the robot stay on the stand overnight?
Preferably not. Fira provides general surveillance, but the exhibitor is responsible for the goods on the stand. The robot is taken off the stand overnight, or security is ordered through Fira's sales department.
Does a robot have to tell guests it is an AI?
Yes. Article 50 of the AI Act requires that people talking to an AI system know it, at the latest at the first interaction, unless this is obvious. The robot introduces itself as a robot and a short notice at the stand also mentions any recording.
How many languages can a robot speak with trade fair guests?
It depends on the conversation software, so check the number and the list of languages before ordering. MERA OS supports conversations in more than 70 languages with a voice matched to each language.
