SHERIDAN, WYOMING -- June 7, 2026 -- THE TIRE COLOGNE 2026 opens on 9 June in Cologne with artificial intelligence positioned as the defining theme across its three-day programme. The leading international trade fair for the tyre and wheel industry will demonstrate AI applications spanning the full sector value chain, from workshop appointment booking and real-time diagnostic systems to tyre development, fleet management and microplastic reduction. Live demonstrations in the Innovation Lab and sessions on the Tire Stage cover both operational deployment today and the regulatory requirements taking shape by 2029. The event runs from 9 to 11 June at Koelnmesse, with BRV — the Bundesverband Reifenhandel und Vulkaniseur-Handwerk e.V. — as the industry sponsor.
AI Moves From Appointment Booking Into the Workshop and Onto the Hydraulic Lift
The application of artificial intelligence in tyre and automotive workshops operates across two distinct layers. At the customer-facing end, AI-supported chatbots and digital telephone assistants handle appointment scheduling around the clock, directly reducing the load on workshop staff. Data-based systems running in the background manage parts inventory, optimise purchasing decisions and cut storage costs — efficiency gains with a direct impact on workshop economics. Inside the workshop itself, digital assistance systems work at the hydraulic lift: they interpret oscilloscope images, analyse error codes and calculate error probabilities in real time, addressing the growing complexity of electronically equipped vehicles.
AI Drives Tyre Development, Sustainable Production and New Approaches to Microplastic Reduction
The reach of artificial intelligence extends well beyond individual workshops into the tyre industry's full value chain. Applications highlighted at the event include more efficient tyre development, more sustainable production processes, automated tyre recognition, optimised fleet management and technical approaches to reducing microplastic emissions from tyre wear particles. Recycling and sustainable end-of-life material management are also cited as active areas for AI-driven development. Across these areas, the technology is described as a central accelerator from tyre development through to recycling.
Digital Product Passport Deadline in 2029 Makes RFID Investment a Strategic Priority Now
The regulatory dimension of digital transformation has a defined endpoint. With the introduction of the Digital Product Passport in 2029, gap-free product traceability across the full lifecycle becomes a legal requirement for the industry. RFID technologies are identified as the key enabling layer, making tyre data accessible at every stage from production through to end-of-life processing. For many market participants, the DPP adds a concrete regulatory deadline to an already active pressure to adopt AI and digital tools while managing operational routines simultaneously.
Nettec, Tire Task and Detection X Demonstrate Working AI Applications on the Show Floor
Three exhibitors illustrate what AI deployment looks like in commercial practice at THE TIRE COLOGNE 2026. Nettec presents a functioning avatar, with the company's stated vision built around a digitally represented salesperson that still maintains a physical presence in the store — positioning AI-augmented retail interaction as a near-term reality for tyre dealers. Tire Task demonstrates digital solutions for workshops, tyre dealers and fleets, including AI-supported systems for reading all available tyre information. Detection X shows fully automated, AI-based tyre recognition in real time, with analysis covering tyre data, damage identification and imbalance detection.
Tire Stage and Innovation Lab Concentrate AI Content Across 9 and 10 June
The event's dedicated AI and digitalisation programme runs across two formats. On the Tire Stage, three sessions address specific application areas: AI-based solutions for reducing microplastic emissions from tyre wear particles on 9 June, AI-supported tyre management for transport and logistics companies also on 9 June, and the broader use of AI in the tyre industry and workshops on 10 June. In the Innovation Lab, live demonstrations cover automated tyre recognition using AI, intelligent fleet management solutions and an AI-supported exoskeleton designed to assist workshop staff ergonomically when changing tyres.
Tyre and wheel industry professionals can find the full exhibitor directory and programme details for THE TIRE COLOGNE 2026 at The Tire Cologne.