AI dominated the conversation at AIMExpo 2026 in Anaheim. Automation, efficiency, and artificial intelligence were everywhere. I was invited by AIMExpo organizers to present on AI and delivered two sessions: AI Done Wrong: The Top 10 Ways to Ruin Everything and AI, Analog, and Adventure: A Generational Shift of Riders.
In preparation, Herohub conducted a study on AI readiness in powersports dealerships, publishing the results in the 2026 Herohub Powersports AI Readiness Report.
But amid all the technology hype, the industry and dealers came together to have some meaningful conversations.
Herohub exhibited with our natural world–themed booth, featuring wood tones, earth colors, and imagery inspired by mountains, lakes, rivers, and forests. Our team wore flannel shirts with vintage motorcycle-style patches.
A reminder of the beauty of an analog world.
The value of human-to-human connection.
And an appreciation for God’s creation and the industries that help people experience it.
Powersports has always been about access, not just to machines, but to adventure. Motorcycles, ATVs, and side-by-sides give people a way to engage directly with the outdoors at a time when much of life has become increasingly abstract and screen-based.
This is where dealerships matter more than they often realize.
At their best, dealerships don’t just sell products. They change lives. They become gateways to adventure, confidence, and community. For many customers, a dealership is where a better version of their life begins.
That belief shapes everything we do at Herohub.
One of the most interesting tensions at AIMExpo was the role of AI. It was everywhere in conversation. And yet, it’s the real connections with nature and with each other that will propel the powersports and motorcycle industry forward over the next decade.
That’s the irony.
Artificial intelligence will rapidly expand its ability to perform cognitive, communication, physical assistance, and even autonomous execution tasks. As it does, humans will have more discretion in how they spend their time.
Some will be drawn deeper into digital worlds. Others will be pulled toward what is real, physical, and refreshingly analog.
The COVID lockdowns foreshadowed this divide. Some were confined indoors, absorbed by screens. Others strapped on backpacks, laced up hiking boots, grabbed handlebars, and headed for the mountains, as far from confinement as possible.
This is why my outlook on the future includes both optimism and concern. But as members of the human family, we always retain the ability to choose how we respond. We can choose to thrive.
At AIMExpo, I met dealership and industry leaders who are doing exactly that. They are choosing to help others thrive through their products, services, and passion.
One example of how Herohub supports this is by using AI to strengthen in-person experiences and conversations between customers and dealers. The DealerAI platform uses artificial intelligence to improve real human-to-human communication. Service writers, parts and accessories advisors, and major unit salespeople practice real-world conversations with AI customers and receive instant coaching.
The goal isn’t to replace people.
It’s to help people show up better.
As technology reduces the need for human interactions, the quality of human connection becomes a true competitive advantage.
At the time of AIMExpo, there were more motorcycles in use in the United States than at any point in history. Motorcycling and powersports are alive and well. As technology creates more comfort and convenience, analog experiences don’t become less relevant. They become more valuable.
Riding. Exploring. Fixing. Navigating terrain. Being present.
Dealers, brands, and OEMs who understand this aren’t just adopting technology. They’re becoming the solution for a new generation of riders, the adventurers and real innovators.
In Part 2, I’ll share insights from the 2026 Herohub Powersports AI Readiness Report.
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