Hannover Messe 2025 was nothing short of a spectacle. As one of the world’s largest industrial trade fairs, it attracted around 4,000 exhibitors and well over 120,000 visitors from across the globe. Amid the booths and buzzing crowds, one exhibit managed to turn heads and spark conversations: Azumuta.
This article dives into Azumuta’s participation at Hannover Messe 2025, painting a picture of their vibrant booth design, the high-energy team presence, and how their interactive demos engaged visitors.
We’ll talks about how the slogan on the shirts wasn’t just for laughs, but how it encapsulated a broader mission to revive excitement in manufacturing. We also reflect on how Hannover Messe positioned Azumuta clearly as a next-generation MES provider, and consider the wider trends from the fair, especially the omnipresence of AI.
Azumuta at Hannover Messe
A Booth That Stands Out
Positioned in Hall 17, the area dedicated to Digital Ecosystems, Azumuta presented its platform in a clear and accessible way. The booth featured three interactive demo workstations where visitors could get a hands-on introduction to how Azumuta supports decision-makers and shop floor teams.
Displayed prominently across was the booth’s slogan: Connected Worker. Smarter MES. No bullshit. The message captured Azumuta’s positioning: a practical platform built for real production environments, focused on clarity and usability rather than marketing jargon. The goal wasn’t to impress with buzzwords, but to show what the system actually does, and how it can fit into day-to-day operations.
Team Azumuta in Uniform
Azumuta was represented by team members from marketing, customer success, sales, partnerships, and leadership, including the CEO. Throughout the event, the focus was on approachability: starting conversations, showing the platform in action, and listening to feedback from manufacturers of all sizes. The team wore white T-shirts with a message that turned heads and sparked plenty of questions and conversations (more on that below).
“Make Manufacturing Sexy Again”
Yes, those were the exact words on the shirts. And yes, it got people talking.
Manufacturing has come a long way, but the public image hasn’t always caught up. Azumuta wanted to challenge the idea that manufacturing is dull or outdated. The slogan, as tongue-in-cheek as it sounds, was a way to start a real conversation about how modern production is smart, digital, and yes, even cool.
Some laughed, some took photos, but more even stopped by to ask what it was all about. For Azumuta, it wasn’t a gimmick, the slogan reflected the company’s broader goal: to make manufacturing more attractive, both in practice and in perception, by equipping teams with the tools they need to work efficiently, collaboratively, and with greater visibility.
Positioning Azumuta in the MES Landscape
Catchy shirts and informal conversations might get attention, but visitors to Azumuta’s booth were primarily there to see how the platform works in practice. Hannover Messe provided an opportunity to present Azumuta as a modern MES, one that focuses not only on data and systems but also on the people using them.
MES software is often seen as complex and tailored to large factories. Azumuta set out to show Hannover Messe attendees that a MES can be different: more connected, more intuitive, and designed for people on the shop floor as much as for managers.
Unlike some other MES providers who emphasize machine data and back-end integration above all, Azumuta’s focus is on the frontline worker experience. The demos highlighted how the platform connects operators, team leads, and engineers in real time.
Team Azumuta talked about features like digital work instructions, skill matrices for training, instant issue reporting, and real-time dashboards, all accessible in one integrated system. Every feature reinforced Azumuta’s identity as a next-gen MES that ties everything together seamlessly.
Hands-On with the Connected Worker
To give visitors a closer look at how the platform functions in context, Azumuta set up three live demo workstations, each built to resemble a real-life assembly station you’d find on a shop floor. Equipped with tools, sample parts, barcode scanners, and monitors, the stations helped show how digital work instructions, data collection, and quality checks come together in one environment.
Throughout the day, team members guided visitors through different scenarios, such as step-by-step assembly tasks triggered by barcode scans, or how issues on the line can be flagged and documented in real time. Instead of static presentations, the setup gave a more grounded view of how the software supports operators during production.
The goal wasn’t to impress with complexity but to show how Azumuta fits into everyday manufacturing tasks, guiding operators clearly, collecting useful data along the way, and making that information accessible for team leads and engineers.
The workstations became a natural place for conversations to start, as people paused to watch and ask questions. For many visitors, it helped connect the dots between what Azumuta promises and how it’s actually used in practice.
Hannover Highlights
Hannover Messe is not just about individual exhibitors – it’s also a barometer of industry trends. In 2025, certain themes reverberated throughout the exhibition halls, painting a picture of where industrial technology is headed.
Here are some key trends observed at Hannover Messe 2025 that formed the backdrop for Azumuta’s own story.
AI Everywhere – From Hype to Practicality
Artificial Intelligence was the star acronym of the show. From giant multinational booths to tiny startups, AI was touted in products for predictive maintenance, supply chain optimization, energy management, you name it. Generative AI, a concept barely present a couple of years ago, was now being demoed in industrial design tools and customer service chatbots.
One could see autonomous robots navigating booths, AI-driven quality inspection cameras, and endless banners claiming “AI-powered” solutions. As a visitor, you might conclude that if a product didn’t mention AI, it was the exception.
The conversation at many forums went beyond the hype, discussing how AI is actually being implemented on factory floors – but it was clear that some companies still used “AI” more as a buzzword than a concrete feature.
Digital Twins and Simulation
Building on prior years, digital twin technology (virtual replicas of physical systems) was on full display. Companies showed off 3D simulations of entire plants, running in real-time to optimize processes. This was often coupled with AI and IoT data streams.
The major automation players had impressive demos where you could tweak a parameter in the digital model and watch a physical process adjust accordingly. It’s futuristic stuff, and attendees were wowed by how far simulation fidelity has come.
Robotics and Cobots
Hannover Messe 2025 had robots of all shapes and sizes roaming or performing tasks. Collaborative robots (“cobots”) designed to work safely alongside humans were particularly popular. Many booths let visitors “teach” a cobot by moving its arm, showing how easily it could learn a new task.
From warehouse picking arms to delicate assembly robots, the mechanical workforce is growing smarter and more accessible. This trend ties closely with companies like Azumuta, since a connected worker platform might one day coordinate human and robot tasks seamlessly.
Human-Centric Tech
Interestingly, despite all the high-tech glamour, many presentations emphasized the human element – much like Azumuta’s focus. There was talk of empowering workers with better tools, improving workplace safety through digital solutions, and addressing the skills gap in industry by using intuitive technology to train new talent.
Concepts from Industry 5.0 (which focuses on human-centric and sustainable industry evolution) appeared in discussions. This was heartening to see: after years of “lights-out factory” visions (fully automated facilities with no people), the pendulum is swinging back to recognizing that humans remain at the heart of manufacturing, augmented by technology rather than replaced by it.
Beyond the AI Buzzwords
If one word could sum up Hannover Messe 2025, it might be “AI.” But as we observed, not everyone used the term with the same level of substance. Many booths splashed “AI-powered” on their displays without clearly explaining what that meant.
It sometimes felt like the mere presence of AI, even in a trivial role, was being marketed as a revolutionary feature. In contrast, Azumuta took a refreshingly subtle approach to artificial intelligence – one that can be best described with the metaphor “AI is like electricity.”
There’s an overload of AI bullshit out there. If you’re going to use AI in your product, you have to explain it in a way that’s easy to understand. At Azumuta, we treat AI like electricity; powerful, built-in, and intuitive to use.
Consider electricity in the context of technology: it’s absolutely vital, it runs everything under the hood, yet no one goes around at a tech expo bragging that their product uses electricity – it’s a given, a utility, an enabler.
Azumuta’s stance on AI is similar. The platform certainly leverages AI and machine learning in various ways (for example, to automate the creation of work instructions). However, Azumuta doesn’t make AI the centerpiece of its marketing or user experience; instead, AI is a power running in the background, enhancing the overall system.
We did observe that Hannover Messe 2025, in general, showed a maturing of industrial AI – less purely hypothetical and more real implementations. In fact, one analyst report from the event stated that “AI was far more than a buzzword at Hannover Messe 2025—it emerged as the event’s central nervous system.”. There’s truth to that: AI underpinned many of the demos and serious discussions. Azumuta’s approach, treating AI as part of the system rather than the headline.
In Azumuta, AI is an enabling technology woven throughout their platform: through features like Azumuta Intelligence, which helps convert documents into structured work instructions or translate them for multilingual teams. Instead of flashing claims in neon signs at the booth; instead, visitors experienced the benefits, such as the quick document conversion or easy translations, during demos.
The electricity metaphor reflects how Azumuta approaches technology in general: useful, embedded, and focused on supporting day-to-day work. Rather than drawing attention to the complexity behind the scenes, the aim is to keep the experience practical for the people using it.
Use Azumuta’s Platform
See how our platform can help streamline data collection, increase productivity, and increase quality assurance with a demo of Azumuta.
