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ASI Show Chicago Spotlights AI Innovation, New Products and Industry Connections

CHICAGO, IL – July 23, 2026

Thousands gather at McCormick Place as ASI debuts Inspire Design Studio in ESP+, expands AI

capabilities and delivers three days of education, networking and product discovery

The Advertising Specialty Institute® (ASI), the leading authority in the $27.7 billion promotional products industry, wrapped up one of its most innovation-focused trade shows to date today as thousands of distributors, suppliers and decorators gathered at McCormick Place for three days of education, networking and hands-on demonstrations of the latest technology transforming the promotional products industry.

Innovation took center stage throughout ASI Show Chicago, where attendees explored hundreds of new products, discovered emerging decorating technologies, participated in artificial intelligence-focused education sessions and experienced ASI’s newest AI capabilities designed to help distributors sell more effectively and work more efficiently.

Among the biggest attractions was the debut of the Inspire Design Studio within ESP+, ASI’s AI-powered creative experience that enables distributors to instantly transform product ideas into branded marketing concepts, campaign visuals and presentation-ready assets without leaving the platform.

“Our industry has always been built on creativity, relationships and entrepreneurship,” said ASI CEO Ashish Mittal. “Technology should strengthen all three. That’s exactly what we demonstrated in Chicago. AI isn’t replacing the expertise distributors bring to their clients – it’s helping them move faster, create better ideas, deliver more compelling presentations and spend more time building the relationships that grow businesses. The excitement we saw around our new technology, combined with the energy throughout the show floor, reinforces that this industry is eager to embrace what’s next.”

Held July 21-23 at North America’s largest convention center, ASI Chicago attracted more than 4,500 promotional products professionals, including members of major distributors like Proforma (asi/300094) and iPROMOTEu (asi/232119). The Expo Hall featured about 500 supplier companies, including numerous Counselor Top 40 suppliers and nearly 100 first-time exhibitors introducing fresh ideas and innovative products.

More than 500 attendees participated in Education Day, featuring 34 sessions covering AI, sales, marketing, social media, sustainability, print and business growth strategies. Additional networking opportunities included Breakfast Boost brainstorming sessions, Lunch & Learn discussions, Tactics & Takeaways education recaps, the New Product Preview Reception, community meetups and Innovator Workshops.

The Expo Hall officially opened with music, dancers and a lively conga line before attendees began exploring thousands of promotional products and the latest decorating technologies.

Innovation wasn’t limited to software.

Supplier Nexbelt (asi/73884) showcased its hole-free ratchet belt system featuring interchangeable buckles that conceal custom golf accessories, bottle openers and other branded tools. “The ASI Passport brought a lot of new people to our booth who weren’t familiar with our products,” said Travis Lamm of Nexbelt. “That made a big difference in booth traffic.”

The product immediately caught the attention of distributor Lesley Bondur of REVOLT Ministries (asi/307698).

“I always like finding something I’ve never seen before,” Bondur said. “Those belts were completely different and would be perfect for corporate clients. People are going to love them and keep them.”

Bondur also praised another innovation she discovered at the show – branded traffic cone covers designed to create additional advertising opportunities at outdoor events. “It’s also the face-to-face connections,” she said. “Meeting with suppliers I already know and finding new partners who can do what I need quicker and better.”

For distributor Thomas Fischl of Lake Side T-Shirts & More (asi/287102), returning to the promotional products industry after several years away made ASI Chicago especially valuable. “It’s awesome,” Fischl said. “Everything I needed to know was here – new products, new technology like direct-to-fabric decorating and heat transfers that let you produce multi-color garments from one transfer sheet.”

Suppliers also praised the quality of buyers attending the show.

“Fantastic. Excellent,” said Kendall Bradford, operations manager for Magnet Guys (asi/68524). “We had so much traffic we were actually running low on samples.”

Whitney Friesen of Lynn & Liana Designs (asi/67400) called her fourth ASI Show Chicago “great.”

“It’s especially valuable meeting new clients while showing existing customers what’s new,” Friesen said, pointing to the company’s resin-accented drinkware among its newest introductions.

Ed Walker of SignTech (asi/87253) agreed. “We picked up a ton of quality leads,” Walker said. “Everyone’s been friendly, helpful and professional.”

Walker also attended the America250-themed ASI Gala Cruise aboard the Spirit of Chicago. “Fantastic night,” he said. “Great food, great entertainment and the ASI staff is always so professional.”

Technology and innovation remained recurring themes throughout the week, including a keynote conversation between Mittal and Red Lobster CEO Damola Adamolekun, who shared lessons from leading one of America’s most recognizable restaurant brands through a dramatic turnaround.

During the Q and A, Mittal stressed the value of meaningful connections, something he practiced throughout the show, his first since joining ASI in April.

Of attracting new customers to Red Lobster, Adamolekun said, “The fact that people love this brand is important. It’s hard to build and when you have it, it’s the most important thing to protect.”

He also encouraged business leaders to embrace continuous learning. “Leadership is self-improvement,” Adamolekun said. “Do things that improve your character.”

ASI Chicago concluded with attendees leaving equipped with new business ideas, stronger supplier relationships, practical AI tools and thousands of products designed to help distributors grow their businesses ahead of the critical fourth-quarter selling season.

About ASI

The Advertising Specialty Institute (ASI®, asicentral.com) is the premier technology, marketing and information provider in the $27.7 billion promotional products industry. ASI’s flagship platform ESP+ connects tens of thousands of distributors and suppliers through a powerful, all-in-one system for product discovery, sourcing, presentations and online stores. Family-owned since 1962, ASI also delivers trusted industry news, research, shows, events and education that help companies grow.