Event Advocacy
Siemens at EMO 2025
Event advocacy with Siemens at EMO 2025 in Hannover — combining preparation, on-site interviews, demonstrations and social content with follow-up pieces exploring Industrial AI, robotics, digital threads and the future of manufacturing.
Image: Kevin O’Donovan / SiemensThe work around EMO 2025 started before I arrived in Hannover. Siemens’ theme for the event was “Shape the Future of the Shop Floor. Now.”, so part of the preparation was getting underneath what they actually planned to show and identifying the areas I wanted to explore in more detail — Industrial AI, automation, robotics, digital threads, machine-tool technology and the wider Industrial Metaverse.
Ahead of the event, I published content setting out some of the technologies and demonstrations I would be looking for. That included the new SINUMERIK Machine Tool Robot, the role of digital threads across product development and manufacturing, developments around Industrial AI, and some of the work Siemens was doing around skills and vocational training. The idea was to start the story before the doors opened rather than simply arrive in Hannover and begin posting photographs.
Across the five days at EMO, I spent time with the Siemens teams going through demonstrations, talking with the people behind the technology and recording a series of interviews and shorter pieces of content. Some of those conversations went deeper into specific subjects — including digital threads with Davide Sferlazza, the SINUMERIK Machine Tool Robot with Umberto Neuwerth, and Siemens’ HuBSi humanoid robot as an example of where robotics and Physical AI could be heading on the shop floor.
Rather than producing one large corporate event recap, the content was broken into individual stories that could stand on their own. Posts, interviews, demonstrations and short-form pieces were shared during the event and then continued afterwards, allowing individual technologies and conversations to get more room than they would have had in a single wrap-up.
The work also fed into a broader outside-in review of EMO itself. After five days walking the halls, talking to companies and seeing what was actually being demonstrated, I pulled together my own takeaways around robotics, digital twins, digital threads, AI, automation, skills and some of the gaps between the technology narrative and what was really happening on the show floor.
For me, that is what Event Advocacy should do. Preparation starts before the event, the work on site is about getting beyond the headline and finding the people and demonstrations that make the story real, and the content afterwards extends the value of a few days at a trade show into a series of conversations that can continue long after everyone has left Hannover.
