From industrial pioneer to tech powerhouse
For more than 175 years, Siemens has led one industrial revolution after another. From electrifying the world to pioneering industrial automation, the company has continually reinvented itself — and the industries.
By 2023, Siemens had become one of the world’s leaders in AI, industrial software, and connected hardware. But in the United States, one of Siemens’ most important growth markets, brand perception had not kept pace with this latest transformation. In fact, just 40 percent of U.S. audiences considered Siemens a technology company.
Invision partnered with Siemens to close that gap — proving Siemens’ credibility, demonstrating the company’s AI leadership, and cementing its authority in the tech community.
Services
Event strategy and experience design
Creative direction, scriptwriting, and narrative development
Art direction, design, and media production
Keynote production
Broadcast studio and content production
Mobile exhibit production
Solution
There is a cultural bias that crowns consumer tech as visionary and sidelines industrial technology as invisible plumbing. Closing that gap required more than a campaign; it demanded a fundamental shift in where (and alongside whom) Siemens showed up.
Together, Invision and Siemens looked to CES. While the world’s biggest tech event attracts over 150,000 leaders across technology, media, and business each year, it is dominated by consumer players like Samsung and Sony. Industrial brands rarely break through and almost never return. Siemens did both.
In 2024, the company’s opening keynote showed that the technologies powering the world’s industries — from AI to digital twins to industrial software — are some of the most consequential technologies of our time. CEO Roland Busch earned tech credibility for Siemens, reframed Siemens’ brand to a mass audience, and drove media buzz that extended well beyond the company’s industrial heritage.
“The gray giant becomes cool,” one headline read.
In 2025, Siemens shifted from surprise entrant to category leader. With a Media Day presentation that drew a capacity crowd of journalists, Siemens cemented its leadership in Industrial AI, with newsworthy announcements about how its technologies were transforming manufacturing, infrastructure, mobility, and energy.
And in 2026, Siemens returned no longer as an industrial outsider, but as one of CES’s defining technology voices. Together with parters and customers including NVIDIA, Microsoft, and PepsiCo, Roland Busch unveiled Siemens’ ambitious vision for an Industrial AI Operating System. He proved the company’s position as a global authority.
“Siemens cements its superstar status,” one headline read.
As Siemens’ brand perceptions evolved, so too did its presence at CES. In addition to its second keynote in three years — a rarity for ay company — Invision helped develop a two-day broadcast studio experience and a truck-based mobile experience that enabled customers to explore what Industrial AI could deliver for their organizations.
Result
Perceptions of Siemens as a technology company rose 47 points, from 40 percent in 2023 to 87 percent by 2025.
The company attracted capacity crowds at CES each year, online viewership well outperformed industry benchmarks, and Net Promoter Score grew 16 points (from +30 to +46) from 2024 to 2026.
Media coverage reflected the same transformation. In 2026 alone, Siemens’ presence at CES generated 482 Tier-1 articles, 2.15 billion in global reach, and 75 percent positive sentiment.
And headlines captured the transformation best: from “The gray giant becomes cool” in 2024 to “Siemens cements its global superstar status” in 2026.
