Out of theory, into application with next-level AI at the Hannover Messe
- vor 2 Tagen
- 6 Min. Lesezeit
The scene at the Hannover Messe in April 2024: Everyone was talking about digital transformation, which would radically change industry. But exhibitor Fespo was already a step ahead, presenting its research on biological transformation at its booth. At the Hannover Messe 2026, Physical AI will also play a central role for the first time. The area of defense technology will also be new.
By Urs Seiler || April 14, 2026 || Representation of Deutsche Messe AG for CH/Li || Trade fairs of Deutsche Messe AG worldwide
“Now is the time to act and consistently invest in new technologies. Those who boldly invest in AI, automation, and digital systems today are laying the foundation for leaps in efficiency, resilience, and sustainable competitiveness,” says Dr. Jochen Köckler (pictured above), Chairman of the Board of Deutsche Messe AG. “Hannover Messe is the platform where visitors can experience concrete AI applications and learn, through direct interaction with exhibiting companies, how they can increase their productivity by using AI.”
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The partner country concept, this year featuring Brazil, is unique to Hannover Messe. Marco Siebert (left in the picture), who has been preparing the partner countries for HANNOVER MESSE for Deutsche Messe AG for many years, in conversation with the charismatic Local-Global publisher Hans Gäng, doyen of trade fair journalists (right in the picture) – about the strategy, perseverance and passion required for international trade fair organization.
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With Hannover Messe 2026, artificial intelligence (AI) will become tangible in industry. Practical and application-oriented, the trade fair demonstrates how manufacturing companies can profitably utilize AI. With new exhibitors, a new thematic structure, optimized visitor guidance, new networking formats, and a consistent focus on AI, the world's leading trade fair for the manufacturing industry will clearly show how concrete competitive advantages can be derived from the challenges of our time – offering companies and visitors even greater guidance and benefits.
At Hannover Messe 2026, Physical AI will play a central role for the first time. This refers to AI systems that interact directly with the physical world – for example, in machines, plants, or robots. "AI thus becomes a productive force in the factory – especially with industrial and humanoid robots. We will experience this impressively at the stands of the robotics exhibitors at HANNOVER MESSE," says Dr. Jochen Köckler.
New exhibitors from the fields of robotics, automation and AI
A glance at the long list of new exhibitors shows how strongly the topics of robotics, automation and artificial intelligence are intertwined at the trade fair.
For the first time in many years, Rockwell Automation is exhibiting at HANNOVER MESSE. The US-based company is one of the world's leading providers of automation and digitalization solutions, placing it in the same league as industry giants like Siemens.
There are also exciting new additions in the field of robotics: For the first time, the innovative company Agile is presenting Robots will be on display at the Hannover Messe. Both industrial and humanoid robot systems will be showcased, impressively demonstrating the direction in which intelligent automation is headed.
Also new to the trade fair is DMG Mori. The internationally leading manufacturer of machine tools is using its trade fair debut to present current developments in networked manufacturing, digital twins, and automated production solutions. Bosch Connected Industry is also a new exhibitor. The company will present practical IoT and AI solutions for industrial applications – from intelligent maintenance and networked production processes to data-driven services.
New exhibitor Schwarz Digits specializes in sovereign digital solutions. Their focus is on building AI-supported, secure data and cloud infrastructures for industrial applications, as well as developing high-performance AI ecosystems. Other well-known new exhibitors include Jumo, Denso, Wandelbots, and German Edge Cloud.
Network formats
In addition to its spatial redesign, Hannover Messe 2026 will place even greater emphasis on in-depth content with new knowledge and networking formats. This will allow experts and users to exchange practical information on specific challenges and their solutions. Whether masterclasses, roundtables, expert stages, or matchmaking: the new offerings will make the trade fair the central hub for business, innovation, and networking.
New topic area: Defense Technology: Defense Production Park
The new Defense Production Park showcases how modern production technology meets the demands of safety-critical manufacturing while remaining highly scalable. Defense companies face similar challenges to other industries – but due to the changing times, they must significantly expand their capacities in a very short period. How this can be achieved without compromising safety and quality is the focus of this new exhibition theme.
With top-level politics and partner country Brazil: a meeting point for European industrial policy and global partnerships.
High-ranking political delegations from Europe and around the world are expected at the Hannover Messe in 2026. The focus will be on this year's partner country, Brazil . The trade fair will be officially opened by German Chancellor Friedrich Merz and Brazilian President Luiz Inácio Lula da Silva – a clear signal of the growing strategic importance of German-Brazilian relations.
HANNOVER MESSE
Hannover Messe is the world's leading trade fair for the manufacturing industry. Around 3,500 exhibiting companies from the mechanical engineering, electrical and digital industries, and the energy sector gather to present solutions for a competitive and sustainable industry.
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Deutsche Messe AG strengthens HANNOVER MESSE with its own business unit
Deutsche Messe AG is creating the structural conditions for an even stronger positioning of its world-leading industrial event: As of March 1, 2026, an independent business unit has been established that is dedicated exclusively to HANNOVER MESSE and thematically closely related partner trade fairs.
Christian Pfeiffer (left) will head the new HANNOVER MESSE & Partner Fairs division. The long-time Head of Sales (Senior Vice President) has over 20 years of international trade fair and sales experience. In his previous role, he was responsible for all national and international sales activities of Deutsche Messe AG, managed global sales structures in approximately 150 countries, and held management and board positions in various international subsidiaries and affiliates.
Within the new business unit, HANNOVER MESSE's key content areas will be consolidated into three strategically oriented departments:
Automation & Drive Technology
The department is headed by Carolin Illig. She is primarily responsible for the exhibition areas focusing on robotics, industrial automation, and drive technology. Illig has many years of experience in sales and the conceptual development of these segments and brings extensive expertise in business development, process optimization, and building strategic partnerships.
Digitalization & Energy
Hubertus von Monschaw is responsible for this area. The focus is on industrial digitalization, industrial IT, AI-supported applications, platform solutions, data ecosystems, as well as energy generation, management, and sustainable energy systems. Von Monschaw has held leading positions within HANNOVER MESSE for over 20 years and possesses extensive experience in the conception, development, and process optimization of technology-driven trade fair topics.
Innovation, Production & Investments
Kathrin Schmidt will head this department. Her responsibilities include research and technology transfer, compressed air and vacuum technology, start-ups, foreign trade and investments, as well as industrial supply and design solutions. In addition to her many years of expertise within the HANNOVER MESSE environment, Schmidt also brings extensive experience in international sales management, managing global sales partner networks, and negotiating strategic partnerships.
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Representation of Deutsche Messe AG for Switzerland
From left: Margherita Borghi, Andreas Züge, Giulia Pelosio.
Hannover Fairs International GmbH , Via Paleocapa, 1, I – 20121 Milan.
Andreas Züge, General Manager, andreas.zuege@hfswitzerland.ch
Margherita Borghi, Country Manager Switzerland, margherita.borghi@hfswitzerland.ch
Tel. +39 02 70 63 32 92.
Giulia Pelosio, Marketing Manager, giuliap@hfitaly.com
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TAKEOUTS
The print editions of «GLOBAL BUSINESS MAGAZINE» for the Hannover Messe
The print editions of Global Business Magazine accompanied HANNOVER MESSE from 2006 to 2023 - as a guide to international events and topics of the leading trade fairs. It is published by Hans Gäng, founder and owner of the Stuttgart-based media company local global GmbH .
Cover story on the partner country concept of the Hannover Messe:
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