By SEMA News Editors
The 2026 SEMA Show continued Wednesday in Las Vegas, bringing the global automotive aftermarket together to explore new products, emerging technology and ideas that can help businesses grow. From customer experience and artificial intelligence (AI) to market research, Wednesday's educational sessions on the second floor of North Hall offered practical insights for navigating a changing industry.
In Central Hall, SEMA FutureTech Studio vehicles and live education sessions provided a closer look at new approaches to customization, electrification and advanced manufacturing.
Together, the day's programs and displays reinforced an important message: The value of the SEMA Show extends beyond discovering what's new. It's also about finding ways to turn those insights into smarter business. One example is the unique display in the FutureTech Studio this year: Kuhnhausen Metal Concepts' '66 Chevrolet Corvette named "Serious66" showcased on a BendPak lift. The stunning vehicle won the title of SEMA Best Engineered Vehicle last year and was invited to return for display on a BendPak lift in the FutureTech Studio. SEMA News caught up with Kyle Kuhnhausen, owner of Kuhnhausen Metal Concepts in Creswell, Oregon, who shared how SEMA Garage helped him create real components using the BigRep 3D printer located in the Los Angeles location. Read more about his experience in the FutureTech Studio recap here.
Education: Making AI Work for the Customer Experience
If anything was gained from Wednesday's "Stop Losing Sales: Customer Experience in the Age of AI," SEMA Education session, it's that artificial intelligence (AI) can help aftermarket businesses understand customers and improve operations, but technology alone won't create customer loyalty.
Jeni Bukoly of Haven Creative shared three principles of customer experience: clarity, certainty and consistency.
Customers need to understand what a business offers (clarity), trust that it will deliver on its promises (certainty) and receive a reliable experience at every interaction (consistency).
"If you are confused about what you sell, your customer is too," was one of the session's key reminders. Rather than trying to appeal to everyone, businesses should focus on what they do best and communicate that value clearly.
AI can help companies collect and interpret customer data, identify friction points and streamline routine tasks. But Bukoly emphasized that human connection is what builds customer confidence.
Consistency can be particularly challenging as businesses grow. More employees and departments can create disconnected customer experiences, with different teams providing different answers or asking customers for the same information multiple times. Bukoly encouraged businesses to map the entire customer journey and examine every touchpoint, from websites and ordering processes to product information, brochures and installation instructions.
Her advice: Automate the routine, but own the relationship with the customer. Use AI to make the process easier and people to make the experience better.
Bukoly also encouraged attendees to ask customers what they wish they had more of, then follow through on the answers. Businesses can start identifying problems before customers encounter them through the free assessment at FindTheFriction.ai, a website created by Bukoly's Haven Creative.
Education: Building Systems That Support Aftermarket Business Growth
Growth creates opportunities, but scaling a business requires more than increasing sales. During "Build to Grow: A Strategic Framework for Scaling Automotive Businesses," Becca Zanders and Tony Zanders of D6 Elements discussed the importance of building repeatable systems that allow companies to delegate work, maintain consistency and expand operations.
Standard operating procedures (SOPs) are central to that process. Every SOP should establish a repeatable process that supports delegation and consistent execution as a company grows. Without documented workflows, businesses can become overly dependent on individual employees and informal processes that are difficult to maintain as teams expand, they said.
The presenters also addressed internal controls and the importance of sound hiring practices. Responding to a question about employee embezzlement, they pointed to background checks and hiring procedures as important starting points, followed by clear workflows and processes that help protect the business.
Education: Manage the Friction Between Family and Business
For family-owned automotive businesses, growth and day-to-day operations can also put pressure on personal relationships. In "Managing the Friction: Balancing Family Dynamics and Business Decisions," powered by the Automotive Restoration Market Organization (ARMO), Amy Fitzgerald of Cool Hand Customs discussed the importance of establishing boundaries between work and home.
Fitzgerald described the effort to close the shop around 6:00 p.m. and leave the workplace behind, even when business tasks––such as researching parts or working on a computer––can easily follow owners home.
Making time to be together as a couple, rather than only as business partners, is part of maintaining that balance. While the work may not always stop at closing time, setting boundaries can help family members preserve time away from the business.
Explore the Technology Shaping the Aftermarket
The ADAS Showcase and FutureTech Studio gave attendees a closer look at emerging automotive technologies and their implications for the aftermarket. From advanced driver-assistance systems (ADAS) to electrification, 3D scanning and additive manufacturing, the displays highlighted new tools, technologies and vehicle applications shaping the industry's future.
The FutureTech Studio also featured a range of standout builds, including a Rivian collaboration, a modified Chevrolet Monte Carlo, a Mercedes-Benz with an LS swap, Kuhnhausen Metal Concepts' '66 Chevrolet Corvette featuring 3D-printed components and Rezvani's apocalyptic-looking vehicle dubbed "The Tank."
Read the complete details in this recap story here.
The displays and builds offered a firsthand look at how advanced automotive technology, innovative fabrication and aftermarket customization are shaping the future of the industry.
Missed the second day of the 2026 SEMA Show? Catch up on the action with the SEMA Live Day 1 stream, featuring highlights and conversations from the Show floor and beyond. And be sure to subscribe to SEMA News below for daily coverage, industry news and updates throughout the 2026 SEMA Week.
The 2026 SEMA Show is set for November 3-6, in Las Vegas. For more information, visit semashow.com, the Registration Resource Center, or the 2026 SEMA Show floorplan.
Tickets are also available for SEMA Fest, the celebration of car culture and music on Friday, November 6, 2026, on the SEMA Show campus. Secure tickets or learn more at semafest.com.
