Our conclusion from Hannover Messe 2026: AI, plain language and concrete solutions

Hannover Messe 2026 was different. Not because there was less talk about technology, but because it was talked about differently. Artificial intelligence was omnipresent, but far less as a buzzword and far more as a concrete tool. Instead of visions, the focus was on questions that are currently truly important to companies: How can AI become a genuine sales tool? How can forecasts be made more reliable? And how can new technologies be meaningfully integrated into existing system landscapes? These were precisely the topics that shaped our discussions at the booth together with SugarAI. It quickly became clear that expectations have changed. Companies are not looking for more tools, but for solutions that work and are sustainable in everyday use.

CRM as an active decision-making platform

A central theme of many conversations was the evolution of Sugar: SugarCRM is becoming SugarAI. What might initially appear to be a simple rebranding actually represents a fundamental shift in focus. CRM is evolving from a system for managing customer relationships to an active, data-driven decision-making platform.

This is particularly evident in sales: Forecasts are no longer based solely on experience or gut feeling, but are now data-driven, transparent, and reliable. The difference between reporting and genuine sales management becomes tangible – and this distinction was a crucial point for many participants.

CRM - Practice decides

A particular highlight of the week was the series of presentations and masterclasses, especially our session "Sales Forecasts Without the Fairy Tales." The high level of participation and the lively discussion afterward demonstrated that companies have long recognized the challenges they face. What's often lacking isn't an understanding of the problems, but rather a clear, actionable path to practical implementation. This is precisely where the greatest need currently lies – and precisely where our work comes in.

At the same time, it was confirmed once again that the real challenge rarely lies in the CRM system itself, but rather in its integration. ERP, CRM, marketing automation, and data models must work together seamlessly to generate genuine added value. Many conversations addressed this very issue and showed that successful digitalization doesn't result from isolated solutions, but from a well-thought-out interplay of all systems.

More concrete discussions with clear requirements

Our conclusion regarding Hannover Messe 2026 is correspondingly clear: The discussions were more concrete than in previous years, the requirements were clearer, and the expectations more realistic. Topics such as sales management instead of mere reporting, integration instead of data silos, and the effective use of AI were central and consistently discussed with high relevance.

For us at Login Software, this is a clear confirmation of our approach. It's not about implementing systems, but about creating solutions that work in everyday practice and deliver real added value. We are taking away many good conversations, new ideas, and concrete approaches – and above all, the certainty that we are on the right track.