The Boeh Agency team was on the floor at ACE26 in Washington, D.C. earlier this month, one of the largest industry events for drinking water professionals.

While our team was there meeting with our clients and making new connections, we were also listening for what’s really driving the sector today. 

It was impossible to walk the expo floor without recognizing the industry’s known drivers: infrastructure that’s aging, finite resources to renew it and a workforce in transition. But that’s not all we heard.

Below are six takeaways from our team having conversations with utility and tech leaders across the industry.

Modernizing Emergency Response Plans to digital spaces

It’s not uncommon to hear that many utilities struggle with the transition from manual and paper operational processes to streamlined digital solutions. But we heard something more specific on the expo floor: a need for a digital solution that allows utilities to maintain and develop their emergency response plans (ERP) digitally. ERPs are complex, highly detailed documents that are critical to water system operations. Historically, these have lived as a series of Word docs and file folders. Utility leaders are looking for solutions that provide immediate access to current, organized ERP information, not a hunt through scattered files. 

This signals a real market opportunity for solutions providers who can deliver an integrated digital solution. Is someone solving for this? The answer from the floor suggests there’s still whitespace in this market.

Tackling water workforce challenges

As many of the water sector’s most experienced leaders retire, a knowledge gap looms large, leaving operators and vendors increasingly concerned with training and retaining talent. Trade editors have heard that operators are not only concerned with knowledge loss, but also ensuring existing and new talent know how to use emerging technologies. Machine learning, digital monitoring systems and predictive maintenance tools are becoming standard, all while AI is dominating this conversation as a way to enable the talent they do have amid talent shortages. 

This is an evolving challenge that will only intensify as more experienced talent retires. Expect to see more investment in training programs, documentation and tools designed to help new talent master the basics and the technologies reshaping the industry.

An AI paradox: Fatigue vs. Differentiation 

The buzz around AI is everywhere, and ACE26 was no different. But we also observed something else: caution. While some vendors were leading with AI as their core differentiator, others were deliberately sidestepping AI-specific language. We heard concerns about fatigue, market confusion or being lumped in with overpromising competitors. 

On the utility side, AI fatigue is real. Operators want AI solutions that solve specific problems and actually integrate with their current systems. There were also concerns about how AI agents specifically could replace union and non-union jobs, and how adoption messaging lands with their workforce. 

There is broad uncertainty with AI in the water space: about its value and its impact on the industry. This signals a significant market gap that providers need to solve: how to position AI solutions with clarity and authenticity while showcasing proven value without hype.

Changes in swag culture: Re-imagining booth experiences 

Swag for swag sake is out. Experiential branding is in. 

Compared to other conferences, we noticed far less emphasis on swag. Attendees either pared back their swag rolodex for more intentional branded items or shifted toward meaningful giveaways that drove engagement. 

In a sector driven by technical credibility and long sales cycles, water industry buyers respond to substance. This signals that brand experiences – giveaways, activities and authentic fun – can create a reason for attendees and prospects to engage, learn, linger and even return to your company’s booth. Your booth should invite conversation, not just hand out merchandise. 

A water utility-environmental nonprofit partnership opportunity

Water utilities are missing an immense partnership opportunity that is right in front of them: environmental nonprofits. While the two have differing business models, their core missions are the same, yet they often operate in separate spheres. What’s more is water nonprofits are often looking for similar tech solutions being targeted and sold to water utilities, like real-time sensor monitoring.

As budgets and resources for both sectors remain tight, a natural partnership opportunity is present for local and regional utilities and nonprofits. By partnering with local and regional water-based nonprofits and environmental groups, utilities can actually create greener, cheaper and long-term headwater solutions that build community trust. For solutions providers, facilitating these partnerships and offering solutions that work across the utility-nonprofit divide could open new markets.

More intimate conversations were driving deeper connections

One of the most notable shifts we both heard and observed was a move toward deeper, more intentional conversations on the expo floor. Rather than the usual quick pitches on a packed floor, attendees noted that foot traffic ebbed and flowed, allowing for more engaging conversations. This signals a maturation in how water industry professionals approach conferences—this could mean your booth presence and sales messaging need to demonstrate real substance and authenticity.