The Malaga Fair will feature a virtual assistant via Whatsapp

Málaga/Nothing escapes technological innovation, not even classic and traditional celebrations like the upcoming Fair of Málaga. An event of such magnitude, attracting both national and international tourists every year, generates a lot of movement in the city, a significant economic impact, and a plethora of questions: How do I get from the Day Fair to the Real Fair? Is it better by bus or taxi? What concerts are on during the week? Where is the El Revuelo booth?

To address all these issues, a company from Málaga is preparing a virtual assistant based on Artificial Intelligence that will provide a more than useful service via Whatsapp to locals and visitors who want to enjoy the festival, between August 16 and 23.

"It's an assistant that will help you have the most complete experience of the Fair," explains Gema Casquero, Director of Marketing and Communication and, as of recently, Director of Operations at Internalia Group, the company developing this idea through its division Internal·IA, focused on artificial intelligence applied to business, institutional, and citizen environments, which has already been successfully applied in other major events like the Holy Week in Málaga and the April Fair in Seville, both in 2025. Now, it's the Fair's turn. Through Whatsapp and using natural language with "a close, Malagueño, and festive tone," its creators assure, it will be possible to access the agenda and programming for every day of the city's festivities.

Although TuFerIA, the name of this assistant, will be fed information from the municipal government regarding the Fair's programming as well as transportation and traffic, the funding will come from a private initiative "due to timing issues," Casquero says before mentioning that in the weeks leading up to the fair, they have launched a website to recruit testers for the virtual assistant. "We want everyone to ask questions, to teach this assistant to improve it during this time before the fair, so that by the time the fair starts, it is fully prepared to answer all questions," explains the representative of Internalia Group, so that once all the official information about the Fair is published, it will be 100% operational starting August 15.

In addition to providing assistance at events like the Fair, Internalia has various application verticals such as time registration, sending commercial or technical reports to a company, health questionnaires for clinics or hospitals, or sending tourist information. All through Whatsapp.

“With TuFerIA, we demonstrate that from Málaga it is possible to innovate to transform traditions without losing their essence. It is the beginning of a new way to connect technology and citizenship. And from Málaga, we want to lead this path,” comments the CEO of Internalia Group, Francisco Orellana.

More than 20 years adapting to technological change

Founded in 2002, Internalia Group has spent over two decades dedicated to creating technological solutions in businesses to optimize their processes, results, and profits, specializing in mobile applications that help improve internal management, organization of mobility teams, and data security on mobile devices, from an e-commerce website to the development of mobile applications of today.

Immersed in a process of change and restructuring of the company, linked to this new business line that is Wortia, Internalia Group is currently expanding its staff. "Right now we are seven people, but we want to reach at least twelve, to be able to support this new area and this new division based on virtual assistants with artificial intelligence to be able to achieve a turnover of more than one million euros next year," concludes the Director of Operations.