Case Study: Siemens makes Industrial AI tangible with Sparks

Siemens boosts CES impact with Sparks, earning 86.6% satisfaction

Siemens sought to establish itself as a trusted leader in Industrial AI at CES 2026 and demonstrate its real-world, scalable applications across various industries. The challenge was to translate its complex, largely unseen technology into a clear and credible exhibit that would engage a broad audience while enabling deeper exploration for decision-makers. To achieve this, they partnered with the vendor Sparks for the design and delivery of a large-scale exhibition.

Sparks designed a solution with four storytelling areas: a central hub explaining the Siemens Xcelerator platform surrounded by three zones showcasing real customer deployments from companies like Disney and PepsiCo. This "inside-out" layout used interactive demonstrations, physical artifacts, and a dedicated two-story executive meeting space to make the technology tangible. The results were significant, including an 86.6% satisfaction rate, a +46 Net Promoter Score, and 287 published stories. Sparks' solution successfully strengthened Siemens' brand authority and deepened key customer relationships.

Siemens