FOR IMMEDIATE RELEASE
Dec. 9, 2025 

CONTACT
Stacey Miller, Auto Care Association/AWDA, stacey.miller@autocare.org, (240) 333-1017
Katie Thomas, MEMA Aftermarket Suppliers, kthomas@mema.org, (586) 909-8025
Kristen Kellogg, CVSN, kkellogg@cvsn.org, (303) 903-1009 

Noelle Russell to Headline Heavy Duty Aftermarket Week 2026 with Keynote on Practical AI for Leadership

AI innovator to provide frameworks for using artificial intelligence to improve forecasting, operations and decision-making across the heavy duty aftermarket industry

MOKENA, Ill. (Dec. 9, 2025) — Heavy Duty Aftermarket Week 2026, North America’s largest gathering for the heavy duty aftermarket industry, is excited to announce Noelle Russell, founder and chief AI officer of the AI Leadership Institute, as its keynote speaker. Russell will present her keynote, “The Future of AI in Heavy Duty,” during the Opening General Session on Tuesday, Jan. 20, from 7:45 to 9:30 am CT in the Texas Ballroom.

“Data-driven leadership is critical to our industry’s future, and Noelle Russell offers clear, actionable insight into how AI can support that direction,” said Matt Wolfe, president, Americas at SAF-HOLLAND and HDAW’26 supplier co-chair. “Our leaders are focused on smarter forecasting, more efficient product development and stronger, more resilient supply chains. We’re eager for Noelle Russell to show how AI can help aftermarket leaders deliver on these goals.” 

Russell’s keynote will outline strategies for integrating applied and generative AI into existing operations, focusing on how aftermarket companies can improve forecasting, accelerate diagnostics and make faster, more informed decisions. Tailored to the realities of the heavy duty aftermarket, the session will help leaders cut through hype, assess practical applications and understand where to invest. It reinforces the 2026 theme, “Eyes on the Road,” by showing how AI can support steadier decision-making in a rapidly shifting business landscape.

An award-winning technologist and five-time Microsoft AI MVP, Russell has led AI initiatives at global organizations including NPR, Microsoft, IBM and Amazon, work that has contributed to nearly $1 billion in AI-driven business outcomes. Her approach emphasizes clarity, practical application and responsible implementation, aligning with the needs of aftermarket leaders navigating rapid industry change. A leading voice in applied AI and a LinkedIn instructor with more than 3.4 million learners, she is also a vocal advocate for equitable, human-centered innovation.

“For distributors, AI is no longer a future concept; it’s a competitive advantage,” said Nick Seidel, vice president of Action Truck Parts and HDAW’26 distributor co-chair. “From smarter diagnostics and predictive maintenance to real-time inventory decisions, this session will give us examples we can apply immediately. HDAW is where strategy turns into execution, and this keynote sets the tone.”

Heavy Duty Aftermarket Week 2026 will take place Jan. 19–22 at the Gaylord Texan Resort & Convention Center. Russell’s keynote is a central part of the Opening General Session, which will also feature several industry recognitions. Registration is now open. View the full agenda and register at www.hdaw.org. 

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About HDAW 

Heavy Duty Aftermarket Week (HDAW) is a business-to-business, executive conference owned and operated by Auto Care Association, Commercial Vehicle Solutions Network (CVSN) and MEMA Aftermarket Suppliers, and presented by a joint operating committee of distinguished industry associations: Association of Diesel Specialists (ADS), HDA Truck Pride, APRA’s Heavy Duty Remanufacturing Group (HDRG), International Truck Parts Association (ITPA), Power Heavy Duty and VIPAR Heavy Duty.

For more information, visit www.hdaw.org or contact W.T. Glasgow, conference management, at 708.226.1300. Find us on social media #HDAW26