Digital trends in the industrial sector in 2026

The industrial sector is entering a different phase in 2026. Decision profiles change, regulatory pressure is growing and investment in artificial intelligence is becoming a constant.

In our recent webinar on Digital trends in the industrial sector in 2026 we analyze these changes and the role that different technological tools play in the strategy of industrial companies.

This article summarizes those keys and lays them down to help you decide what you should focus your efforts on in the coming months.

Three forces that will shape industrial digital strategy in 2026

In 2026, any industrial company will adjust its digital roadmap around three major forces: user expectations, new regulations and the advancement of artificial intelligence.

1. Users: more demand and less friction

B2B purchasing, engineering and operations teams expect digital experiences that are clear, fast and adapted to their context.

• Customization: Specific content by sector and role, useful technical sheets and communications based on real behavior.
• Immediacy: Fast websites, documentation accessible on any device and agile digital support (client area, FAQs, chat or demos on demand).
• Autonomy: Even if the sale is not 100% online, the customer wants to check personalized prices, configure products and repeat orders without depending on the sales team.

2. Regulations: Accessibility, DPP and Data Act

Legal obligations drive digital evolution as much as the market.

• Web accessibility: Regulations are moving forward and improving it often increases usability and performance. Having a CMS that audits accessibility helps you maintain control.
• DPP (Digital Product Passport): Between 2026 and 2030, it will require reliable and structured data. Without a solid foundation (PIM + DAM), complying with it will be complex and expensive.
• Data Act: Sorting product, usage and maintenance data will allow us to offer new services. Companies that don't do so will be limited to a purely transactional model.

3. Artificial Intelligence: New Visibility and More Automated Operations

AI becomes part of everyday processes, not just one-off projects.

• SEO for AI (GEO/AEO/LLMO): AI assistants need to understand your catalog. El Technical SEO, the structure of the product and well-defined attributes will be key to appearing in your answers.
• Multimodal: The models already interpret images, diagrams and tables, allowing cases such as searching by image or recommendations for components from a drawing.
• Agentic AI: AI begins to coordinate actions between systems: updating attributes, generating content variations or suggesting business opportunities based on real data.

Digital maturity in the industry: where are you?

Talking about trends without understanding the digital maturity of each company is risky.

Not everyone needs the same thing or is moving at the same pace. A practical way to assess the situation is to review four key blocks: CMS, CRM, PIM/DAM and B2B portal.

The goal is not to “have it all”, but to identify the next logical step.

1. CMS: from basic web to dynamic experience

A content manager (CMS) marks the first level of digital maturity. The question is not just “having a website”, but to what extent your site can capture demand, generate value and adapt to each type of customer.

Basic Level

A minimal presence: it serves to inform, but it does not accompany the purchase process.

• Brochure-like corporate website.
• Few editable sections.
• Generic commercial content.

Next step

The web is beginning to attract interest and generate contacts, with updatable and useful content.

• Stable and easy to update CMS.
• Blog and downloadable resources.
• Catalogs, guides and technical materials.

Advanced Level

The web becomes a dynamic, personalized experience connected to the rest of the digital ecosystem.

• CMS integrated with CRM.
• Connected forms and lead tracking.
• Integration with PIM/DAM for consistent tokens.
• Customization by industry, role or stage of the buying process.

2. CRM: from contact list to business engine

The CRM reflects how you manage the relationship with your customers. Its evolution marks the leap from a basic register to a system that drives sales and marketing.

Basic Level

It is a repository where information is stored, but without processes or intelligence.

• CRM as a schedule.
• Contacts and opportunities without a clear structure.

Next stage

You start to capture useful data and measure the impact of your marketing actions.

• Connected web forms.
• Segmented newsletters.
• Metrics of opening, clicks and conversions.

Mature level

CRM becomes the center of the business engine, automates processes and improves the quality of opportunities.

• Lead scoring and automatic assignment.
• Integration with paid campaigns.
• Lookalike audiences.
• Connection to CPQ and business tools.

3. PIM and DAM: ordering the product and its contents

When the catalog grows, managing the product from Excel ceases to be sustainable. PIM and DAM provide order, coherence and the ability to scale.

Although these have different objectives, when used together, the benefits are multiplied. El PIM is responsible for the structured information And the DAM Of the visual resources.

Typical problems without PIM

Lots of equipment, lots of versions and little control over data quality.

• Different versions of the same token.
• Differences between websites, catalogs and PDFs.
• Difficulty preparing information for distributors or marketplaces.

What a modern PIM provides

It becomes the “single source of truth” of the product, essential for industry.

• Central product database.
• Connection with ERP, CMS, eCommerce and B2B portals.
• Rules for completing, validating and enriching attributes.
• Strong foundation for the DPP and other regulations.

What does a modern DAM provide

It facilitates the management of visual and technical content and ensures consistency across all channels.

• Centralized management of images, videos and plans.
• Clear relationship between products and visual resources.
• Dynamic renderings and 3D models.
• Automatic variations with AI depending on the channel.

4. B2B portal: from support space to sales channel

The B2B portal evolves from being a repository of documents to a complete sales channel that offers autonomy to the customer.

Initial Level

It provides support, but it doesn't significantly improve the buying process.

• Private area with basic documentation.
• File and manual downloads.
• Simple orders.

Next step

The customer starts operating autonomously and the portal reduces the operational burden on the sales team.

• Online catalog with personalized prices.
• Orders connected to the ERP.
• History by customer.

Advanced Level

It becomes a digital sales channel with strategic value, connected to the entire ecosystem.

• Complete and transactional B2B portal.
• Trading conditions and complex rules.
• Integration with CPQ for advanced settings.
• Connection with CRM to coordinate business actions.

How to define your industrial digital roadmap

To turn all these trends and levels of maturity into practical decisions, three very specific steps should be taken.

1. Choose your battles wisely

There is no need to address everything at once. Prioritize:

• Critical regulatory obligations: such as accessibility, The DPP and quality of product information.
• Real customer friction: incomplete files, slow processes, useless private areas, buying cycles full of barriers.

2. Assess your level of maturity

Before moving forward, review objectively:

• The current state of your CMS, CRM, PIM/DAM and B2B portal.
• La quality and structure of your product data.
• Los internal resources available to maintain and evolve each system.

3. Pick the next tool, not all

The key is to move forward step by step, choosing the right tool for your current needs:

• Brochure-like website with little uptake: It's time to invest in a solid CMS connected to the CRM.
• Excels, duplicates and inconsistent tabs: your priority is to implement a PIM (and a DAM if you manage a lot of visual resources).
• Customers asking for more autonomy: the next step is a B2B portal or a B2B eCommerce.

Choose the right technology

Industrial digital transformation does not depend on having the “most advanced” technology, but on implementing the right one at the right time.

Understanding your level of maturity, prioritizing what has the most impact today and moving forward in an orderly manner will allow you to build a digital architecture capable of complying with regulations, improving the customer experience and sustaining your growth in 2026.

We're here to help

At Novicell, we have extensive experience in the Spanish industrial sector.

We help you build a solid digital infrastructure that complies with regulations, improves your customer experience and allows you to grow in a sustainable way in 2026.

‍Talk to our specialists.