As it does every year, our media outlet was among the hundred or so invited by Deutsche Messe to the Hannover Messe Press Preview. This event offers a sneak peek at the innovations and trends driving the world’s largest industrial gathering, just eight weeks before the doors open. During this year’s press conference, a clear triptych emerged: Industrial AI, Hydrogen, and Defense Manufacturing. Besides, the fair is reinventing itself by introducing a new format for both visitors and exhibitors.
We were once again invited to the preview on Wednesday, February 25th, alongside a hundred other journalists—Indians (a very large delegation this year), Japanese, Chinese (fewer than in previous years; perhaps linked to Chancellor Friedrich Merz’s simultaneous trip to China), South Koreans, Brazilians (Brazil is this year’s partner country), British, Finns, Turks, Romanians, French, and, of course, Germans.
A Turning Point for Global Industry
In eight weeks, the 2026 edition of the world’s leading industrial fair will open. Deutsche Messe Chairman Dr. Jochen Köckler set the tone clearly:
“I don’t think it’s too bold to say that we are at a turning point. Industry is undergoing transformation.”
Trade fairs, he reminded us, are mirrors of markets. Today’s market is defined by geopolitical tension, cost pressure, and supply chain recalibration:
“We are seeing increasing geopolitical competition. Many who enjoyed China as a sales market for 20 years are now realizing that many products from there are also competing in third markets. Here in Western Europe, we are having intense discussions about the automotive sales market. And there is the keyword ‘tariffs.’ Those of us who have been around a bit longer have probably never experienced anything like this before.”
In parallel, there is the irreversible rise of artificial intelligence, which Dr. Köckler believes, offers incredible opportunities.
“What we also need is confidence and a spirit of optimism. What could be better than saying, in eight weeks’ time, not just ‘I have to do something,’ but rather, ‘I am investing. I am looking for solutions and technologies that truly make me better’? That is precisely the opportunity we are creating.”
Against this backdrop, the 2026 edition will revolve around three powerful pillars: Industrial AI and Humanoid Robotics, Energy and Hydrogen, and Defense Manufacturing.
Industrial AI and the Rise of Humanoid Robots
In 2026, artificial intelligence will move from theory to factory-floor reality.
“It will be about moving from theory to practice. Application, application, application,” Dr. Köckler said, targeting tangible industrial use cases.
The key concept is “Physical AI”—AI leaving the screen and entering the physical world. The fair will showcase how AI integrates with sensors, grippers, control systems, and robotics platforms to drive measurable gains in productivity and efficiency.
Humanoid robots will be a visible symbol of this shift. Long confined to research labs and simulation environments (our first story on a humanoid robot at Hannover Messe dates back to 2017 with Roboy), they are now being positioned as adaptable industrial workers. Munich-based company Agile Robots will showcase their humanoid robot, Agile One, while Schaeffler will display specialized components for humanoid platforms.
For Dr. Köckler, the comparison with the early days of the internet is striking:
“Just as 25 years ago, we didn’t fully know where the Internet would lead,” he said, today’s acceleration in AI feels equally transformative—if not faster.
Energy and Hydrogen: Competitiveness Through Power
If AI is the brain of tomorrow’s factory, energy is its lifeblood.
“Many people don’t realize how much energy we will need,” Dr. Köckler warned.
Indeed, without secure, affordable, and digitally managed energy systems, neither automation nor humanoid robotics can scale.
Hydrogen will once again feature prominently. While some early enthusiasm has cooled, industry experts increasingly see hydrogen as a strategic storage vector—transforming surplus renewable electricity into storable molecules.
Digitalization (smart grids, sector coupling) will be central across the “Energy & Industrial Infrastructure” halls.
Looking ahead, Köckler revealed the reporters that the fair will expand this focus with a dedicated Europe Energy Week in 2027, proving that energy sovereignty is now inseparable from industrial policy.
“Competitive energy will be central to industrial success”.
Defense Manufacturing Enters the Industrial Mainstream
Perhaps the most politically charged development in 2026 is the launch of the Defense Production Arena in Hall 26. Given the tense context in Europe and the war in Ukraine—marking the 4th anniversary of the invasion this week—companies are in “battle order” to equip themselves. Europe’s shifting geopolitical landscape and the urgency of scaling defense capabilities have pushed industrial defense manufacturing to the forefront.
According to the European Parliament, EU Member States’ defence budgets have risen from €218 billion in 2021 to €326 billion in 2024. And a further increase of at least €100 billion is projected by 2027. Last year, Commission President von der Leyen presented the ReArm Europe plan/Readiness 2030 with the aim to leverage €800 billion in defence spending to 2029.
European armament companies and their industrial subcontractors are booming to meet massive orders and sector investments. But for the last two years, the word ‘Defense’ was barely whispered by industrial companies. Whether in France or Germany, it isn’t necessarily a given for an industrial firm to state that it manufactures for the defense sector—let alone to openly display it at an industrial trade fair (apart from aerospace trade shows).
This year, Hannover Messe is displaying the theme openly. And with good reason: defense is currently “saving the day” for Europe’s struggling economic situation. As a result, around 50 exhibitors are expected in the Defense Production area. They will present technologies focusing on “dual-use” opportunities (civil and military).
The political presence underscores the strategic importance of this theme. Confirmed figures include German Federal Chancellor Friedrich Merz, Brazilian President Luiz Inácio Lula da Silva, and EU Commission Executive Vice-President Valdis Dombrovskis. German Defense Minister Boris Pistorius is also expected—an appearance that signals how closely defense production is now linked to industrial capacity. For Dr. Köckler,
“Europe must pursue industrial policy together,” Köckler emphasized, positioning the fair as a neutral platform for aligning business, defense strategy and EU-level economic governance.
Brazil, this year’s partner country, will also play a key diplomatic and industrial role. (We will explore this subject in a future article).
A Platform Reinvented
Beyond content, Hannover Messe is reinventing its format. The hall layout is now organized into three clear pillars:
- Automation & Digitalization
- Energy & Industrial Infrastructure
- Research & Technology Transfer
New engagement formats also aim to turn attendance into measurable ROI. The fair is therefore offering exhibitors the opportunity to host Masterclasses, providing curated, topic-specific deep dives for pre-selected participants. More than 200 exhibitor-led sessions have already been registered.
Furthermore, roundtables, speed-dating, and matchmaking sessions are expected to foster genuine exchange and accelerate strategic partnerships. A new Center Stage in Hall 25 will also host top executives and policymakers from both industry and government.
For Dr. Köckler, the objective is clear:
“I am deeply convinced that waiting is not a good idea. We must act.”
His closing ambition is to create what he jokingly calls industrial “FOMO”—Fear of Missing Out—ensuring that every participant in 2026 leaves convinced that the transformation is happening right now.
“And they will want to come back in 2027!”
To Remember
Hannover Messe 2026 will take place from April 20th to April 24th, 2026. Organizers expect 3,000 exhibitors, including industry champions like SAP, Siemens, Schaeffler, Beckhoff, Festo, and Rittal.
Big Tech leaders like AWS and Microsoft will also be present. American leader Rockwell Automation, a company we’ve been closely following for the last decade, will also be participating for the first time, a sign of the European market’s enduring importance.
Free Tickets
DirectIndustry is a partner of the fair this year again. And as part of this collaboration, we are offering you, our valuable readers, free tickets to attend the show.
