Our VP of Strategic Growth, Mike Jennings, spent four incredible days in Chicago at IMTS 2026, and one thing is abundantly clear: North American manufacturing is reindustrializing at breakneck speed. The cross-border synergy between Canadian innovators and US industry is stronger than ever despite recent political challenges, and the technology driving this shared ecosystem is nothing short of revolutionary. Here is a look at my biggest takeaways from the show and what they mean for the future of our industry.
1. Supporting Our Clients on the Big Stage
My primary mission in attending the show was to support our long-valued client, Six S Partners, and their subsidiary, Shift Worx. Goose Digital was proud to design their impressive displays in the East Building, backing their physical presence with a comprehensive pre- and post-show outreach and email campaign. Celebrating a successful show with their teams over dinner at the iconic Weber Grill in downtown Chicago was definitely a highlight of the trip!
2. The State of Manufacturing Tech: AI Takes Center Stage
With North American manufacturing generating trillions in annual output, the drive to boost efficiency has never been higher. Across the show floor, the biggest story was the rapid adoption of Artificial Intelligence. We have officially moved past pilot programs. From AI-enabled CAM plugins generating complex toolpaths in minutes to agentic AI optimizing production on the fly, intelligent technology is delivering immediate, real-world productivity.
3. Software Runs the Shop Floor: The Rise of SaaS
It wasn’t just heavy machinery turning heads; there was a massive presence of SaaS companies dedicated to making equipment manufacturers and end-users more efficient and profitable. The modern shop floor is entirely data-driven, supported by robust platforms like Epicor Kinetic for comprehensive ERP, SolidWorks for advanced 3D modeling, and Shift Worx for real-time machine monitoring. Software is no longer an afterthought—it is the operational backbone.
4. The Robotics Evolution: From Arms to Humanoid “Staff”
We are witnessing a massive shift in how automation operates. Robotics have evolved far beyond the rigid assembly line arms of the past. Thanks to AI-enhanced vision systems and dynamic machine learning, today’s advanced robotics are acting more like adaptable humanoid “staff.” They handle high-mix, low-volume tasks seamlessly, empowering human operators to focus on strategy and advanced CNC programming.
5. Canadian Innovators on the World Stage
As a Canadian company, it was incredible to see homegrown talent standing out on the global stage. I had the pleasure of meeting with the principals of a few standout companies on the show floor. A huge shoutout to Edmonton-based Flexxaire and FlexxCool, as well as Leamington, Ontario’s Uni-Fab. Seeing these Canadian manufacturers lead the charge in automation and advanced technology design was incredibly inspiring.
6. The Massive Scale of IMTS
It is hard to overstate the sheer magnitude of this event. Every two years, IMTS takes over all four buildings of Chicago’s McCormick Place. This year featured 1.17 million square feet of exhibit space and 1,788 exhibiting companies. With over 91,000 registrants from all 50 states, across Canada, and 114 countries, the collaborative energy of the global manufacturing community was electric
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7. Maximizing Trade Show ROI with Goose Digital
Manufacturers invest heavily to exhibit at shows of this scale, but capturing leads is only half the battle. At Goose Digital, we are on the forefront of Go-To-Market (GTM) strategies for manufacturers who want to maximize their trade show investments. Too often, teams return from events “data-rich but insight-poor.” Through our Intelligent Marketing approach—merging strategy, automation, and AI—we help you unify your sales and marketing systems to turn trade show handshakes into measurable pipeline growth.
8. The Next 18 Months: Using Data to Outperform the Competition
As we look at the next 18 months, the manufacturers who win will be those who successfully harness their data to overcome ongoing labor shortages and supply chain bottlenecks. By building a high-performing marketing engine and activating your data, you can anticipate buyer needs, shorten the sales cycle, and outmaneuver the competition.
Want to learn how Intelligent Marketing can accelerate your manufacturing growth?
Goose Digital empowers businesses to optimize marketing efficiency, maximize return on investment, and create data-driven customer engagement strategies that drive measurable growth. As Canada’s leading provider of Intelligent Marketing Solutions, Goose Digital possesses deep platform expertise in Salesforce, HubSpot, Microsoft Dynamics, Shopify, and OpenAI, providing organizations with the strategic partnership and scalable, cross-channel programs needed to thrive in an increasingly digital future.
Contact us today to see how Goose Digital can help you transform your next trade show into a high-converting, revenue-generating ABM campaign.
