Noelle Russell, founder and chief AI officer of the AI Leadership Institute, will be the keynote speaker at the opening general session of Heavy Duty Aftermarket Week (HDAW) on Jan. 20, 2026, at the Gaylord Texan in Grapevine, Texas.
A multi-award-winning TEDx speaker, bestselling author and named the #1 Agentic AI Leader in 2025, Russell has led innovation at NPR, Microsoft, IBM, AWS and Amazon Alexa, and taught over 3.4 million learners on LinkedIn.
In her keynote, The Future of AI in Heavy Duty, HDAW organizers say Russell will discuss how generative and applied AI are transforming the industry. Through real-world case studies, she’ll showcase AI models that optimize operations, create game-changing solutions and drive growth, all while addressing risks, challenges and ethical considerations.
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. Russell will speak directly to the priorities aftermarket leaders are focused on — from smarter forecasting and diagnostics to stronger, more resilient supply chains — showing exactly where AI can provide immediate and long-term impact.
HDAW organizers add her insights reinforce the 2026 HDAW theme, “Eyes on the Road,” by illustrating how AI can support steadier, data-driven decision-making in a rapidly shifting business landscape. Attendees will gain clarity on how to apply AI responsibly, confidently, and in ways that align with the industry’s most urgent challenges and opportunities.
Beyond Russell’s keynote, the opening general session also will include the TPS Distributor of the Year Award presentation, Heavy Duty Aftermarket Hall of Fame presentation and the new Women in Leadership award presentation.
For more information about HDAW and to register, please go to the HDAW website.
