Fifteen years. That’s how long I’ve been going to AIA. This year felt different.
The show has always been about what’s new and what’s next. Products, ideas, conversations. But in San Diego, the bigger shift wasn’t just on the floor. It was how far along the conversation already was before anyone got there.
The floor was busy. Booths were active. Architects were engaged. That hasn’t changed. What has changed is everything leading up to it.
More of the early work is happening before anyone steps onto the show floor. Architects are researching products, comparing options and forming opinions ahead of time. AI is starting to shape that process, what shows up, how it’s framed and what gets considered in the first place.
By the time someone walks into a booth, they’re not starting from zero. In many cases, they already have a point of view.
That doesn’t make the show floor less important. If anything, it makes it more.
There’s still no substitute for seeing a product in person, asking questions and understanding how something performs. That’s when products become real, questions get answered and confidence gets built.
For a while, the conversation has been digital versus in-person, one replacing the other. That’s not what’s happening.
Digital is shaping the first impression. In person is shaping the final decision. They’re not competing. They’re connected. Which means the work doesn’t start at the booth anymore. But it’s still where the decision often comes together.
