Testing in Germany: AI and uncertainties shape the future!

Testing in Germany: AI and uncertainties shape the future!

Laimgrubengasse 10, 1060 Wien, Österreich - The trade fair economy in Germany also shows a stable development in 2025, despite the challenging economic framework such as recession and inflation. According to the current Auma exhibitor outlook 2025/2026, which includes the surveys of 400 companies, participation in trade fairs remains one of the central marketing instruments. However, the intentions of the companies have changed: While 71 percent of companies planned a constant participation in trade fairs a year ago, it is currently only 57 percent. On the other hand, around 21 percent of those surveyed to expand their trade fair presence intended to increase compared to only 15 percent in the previous year. Special mention earn large companies with over 250 employees who strive for more than seven trade fair appearances, while smaller companies want to represent up to 250 employees around five times, such as ots.at reports .

artificial intelligence in trade fair operation

One of the most exciting results of the view is the significant influence of artificial intelligence (AI) on future trade fairs. Around 48 percent of companies rate KI as crucial for their trade fair appearances. While large companies prioritize this technology, the smaller middle class sees it less in the focus. This illustrates how AI is integrated into complex marketing and sales strategies. In addition to AI, companies are also pursuing trends such as virtual reality and internet of things, while robotics and metavers have a priority.

in Parallel to domestic fairs, German companies are not neglected when exporting. On average, they take part in ten trade fairs, with a clear focus on foreign events that strongly strengthen the export business of the German economy. The Federal Ministry of Economics supports particularly small and medium -sized companies (SMEs) with the foreign trade fair program. Over 300 trade fairs are organized every year by German organizers worldwide, which underpins the internationally estimated reputation of the German trade fair industry, such as auma.de . The combination of national and international trade fair activities shows the commitment to strengthening the German market both in Germany and abroad.