Global Tech Firms Turn to PRN EUROPE and China Business Agency for Media Relations and Executive Positioning After WAIC 2026, Ahead of ChinaJoy and CIIE
Driving international media coverage and localized storytelling across China’s tech and digital economy hubs as technology leaders shift from exhibition to strategic market integration
SHANGHAI, China — July 23, 2026 — Global artificial intelligence and robotics companies are fundamentally reshaping their approach to the Chinese market, moving beyond exhibition-based participation toward long-term reputation building and localized communication strategies — a shift accelerated by the record-scale World Artificial Intelligence Conference (WAIC) 2026.
The strategic pivot comes as China’s AI economy enters a rapid growth phase. In a July 2026 report, Goldman Sachs projects China’s AI model API and subscription revenue to expand 25-fold by 2030, reaching RMB 879 billion (approximately $120 billion), while Morgan Stanley estimates the country’s humanoid robotics market will reach $20 billion in 2026, underscoring the commercial urgency for international technology firms to secure sustainable positioning in the world’s second-largest AI economy.
WAIC 2026 brought together more than 1,100 companies and over 3,000 AI exhibits. According to official figures reported by China National Radio (CNR), the event attracted 102 participating countries, with offline attendance exceeding 400,000 visitors and global online traffic surpassing 3 billion. Intended procurement reached RMB 20.36 billion, a 25% year-on-year increase. A significant milestone during the event was the signing agreement by 29 countries to establish the World Artificial Intelligence Cooperation Organization, with its secretariat planned in Shanghai.
From Technology Showcase to Strategic Market Integration
For international technology companies, the calculus of China market participation has shifted. According to Xinhua Finance, overseas exhibitors at WAIC 2026 demonstrated a notable change in objectives — moving from “observing technology” to “seeking Chinese partners for co-development and joint market expansion.” The conference is evolving from a window into China’s AI development into a platform for global technology-industry collaboration.
Industry observers note a clear pattern: international AI infrastructure providers that previously relied on global press releases are now commissioning localized white papers, executive op-eds and targeted media campaigns specifically for Chinese business audiences — a shift toward deeper strategic integration rather than episodic publicity.
“China’s regulatory and industrial landscape is evolving so rapidly that annual participation in WAIC is no longer a ‘nice-to-have’ — it has become a strategic necessity for governance credibility and market relevance,” said Marc Laurent, Managing Director of International Strategy at PRN EUROPE.
“Global AI firms are realizing that their technology must be interpreted through the lens of China’s industrial upgrade and digital transformation goals, not solely through Western commercial metrics. The companies that succeed will be those that bridge technological innovation with the ability to communicate their value within China’s unique business and policy environment.”
Three Strategic Platforms for Global Companies
Beyond WAIC, two additional Shanghai-based international platforms continue to create momentum for global organisations looking to solidify their market presence in East Asia:
WAIC — Artificial Intelligence and Industrial Innovation: Connecting governments, researchers, investors and technology companies focused on AI, robotics and enterprise applications.
ChinaJoy — Digital Economy and Interactive Technology: Official data shows ChinaJoy 2026 has attracted 275 foreign exhibitors from 39 countries, with international participation in the BTOB business matching segment reaching 46.6%.
CIIE — International Trade and Market Expansion: CGTN reports that more than 130 countries and 2,800 companies have confirmed participation in CIIE 2026, with over 160,000 procurement buyers registered.
Communication Becomes a Strategic Imperative
As competition intensifies across artificial intelligence, robotics and enterprise technology, companies increasingly recognize that market entry requires more than technology development. Successful China expansion now requires localized communication strategies, strong media relationships, executive visibility and long-term reputation management.
PRN EUROPE and China Business Agency (CBA) support international organisations seeking to strengthen their communication capabilities in China through media relations, executive interviews, corporate storytelling and strategic event communication. Through established relationships with Chinese and international media networks, campaigns have supported organisations seeking visibility through influential platforms including CCTV, CGTN, Phoenix TV and Shanghai Media Group (SMG).
According to the Guotai Haitai White Paper on Global AI Trends (2026), China’s AI core industry growth rate is expected to continue exceeding 30% in 2026, with Chinese AI models capturing four of the top five global rankings by token usage volume as of February 2026 — an environment that the report describes as an inflection point for both domestic and international technology players.
About PRN EUROPE
PRN EUROPE (Public Relations Network Europe) is a European public relations network supporting organisations with international communications, reputation management and market expansion strategies.
Website: www.prneurope.com
About China Business Agency
China Business Agency (CBA) supports international companies entering and expanding in China through strategic communication, media relations and market development solutions.
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Media Relations Department
PRN EUROPE & China Business Agency
Email: media@prneurope.com / contact@chinabusinessagency.com
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