The NAVC VMX2026 Conference and Expo is now history, and what a conference it was. My experience with NAVC began decades ago with a press conference launch for “Pets Need Dental Care, Too!” on behalf of Hill’s Pet Nutrition, the AVMA, and the then American Veterinary Dental Society at the Marriott Orlando World Center. Over the years, VMX moved from the Marriott to the Gaylord Palms and now has burgeoned into a true industry extravaganza at the Orange County Convention Center, attended by thousands of veterinary health care team professionals and allied industry leaders.
If you are launching a product in veterinary medicine, elevating an issue, or reconnecting with colleagues, VMX remains the place to be. From the Brakke Consulting Industry Overview recapping the year that was to the Kansas City Animal Health Corridor Gathering, the opportunity for information exchange and meaningful networking is unparalleled.
This was my 30th VMX (or 31st, if you count a COVID-era remote year), and it did not disappoint. I have returned year after year, in what has become a decades-long pursuit, with my teams at Germinder & Associates, Inc., and our GoodNewsForPets.com platform, to bring “good news” to veterinary medicine and ultimately to the pet-loving public.
Booth Trends: Consumer Brands and Immersive Experiences
Of particular interest was the Pet Health Challenges Study conducted by the Human-Animal Bond Research Institute (HABRI) and Chewy Health in 2025. According to Chewy, the study helps veterinary professionals better understand pet owners’ needs and concerns in order to increase client satisfaction, leverage technology appropriately, and foster stronger relationships throughout the care experience.
Notably, the findings reinforce the enduring importance of human connection. The highest satisfaction with the veterinary experience came from the in-person visit at 32 percent, followed by the traditional phone call at 29 percent. Email followed at 12 percent, text at 9 percent, online portals at 8 percent, and telehealth appointments at 5 percent. Even in an increasingly digital world, the data confirms that the traditional visit to the veterinarian still anchors trust. The full guide is available at chewy.com/thebondfactor.
KONG, another beloved consumer brand known for its rugged toys, also drew crowds throughout the exhibit hall. Veterinary team members were keen to learn how KONG’s clinic kits can help reduce stress and make veterinary visits easier for pets, pet owners and practitioners alike.
AI at VMX: From Search to the Practice of the Future
Artificial intelligence was front and center across the exhibit floor, with numerous companies highlighting AI-enabled solutions. What caught my attention even before the conference began was the announcement that Veterinary Information Network (VIN) was launching AI-Enhanced VIN Search.
Live demonstrations of this subscription-based service were available at the booth. One veterinarian described VIN as “the Reddit of veterinary medicine,” a comparison that may be more apt than critical. VIN has long been a trusted space for discussion, peer exchange, and problem-solving. In an era when large language models increasingly rely on publicly available forums for training data, VIN’s move into AI-enhanced search feels both inevitable and consequential.
What makes this development especially interesting is VIN’s long-standing non-commercial ethos, championed by founder Paul Pion. As AI becomes more deeply embedded in veterinary workflows, VIN may emerge as a critical forum for practitioners to debate what responsible AI adoption in veterinary medicine looks like. Transparency, trust, and professional judgment will matter as much as technical capability.
A strong example of AI education in practice came from WEAVE, which delivered an excellent session focused on AI in the veterinary practice. The discussion explored a future practice model infused with AI across marketing, scheduling, payments, reception, insurance, and planning. The visual depiction of this ecosystem was compelling and underscored both the promise and complexity of AI integration. Education, not automation alone, will determine whether these tools enhance or erode the veterinary-client relationship.
Another interesting example is the news from Vetology, announcing and calling for transparency in radiographic imaging metrics. Stay tuned for more on that one.
Why Education Remains the Constant
Across both traditional products and AI-enabled innovations, one theme was consistent: education is where it all comes together. VMX continues to deliver not just new ideas and technologies, but the context and conversation needed to use them responsibly and effectively.
With VMX 2026 now in the books, our attention turns next to the Westminster Kennel Club Dog Show’s 150th Anniversary in New York City and Viticus Group’s Western Veterinary Conference in Las Vegas.
Germinder & Associates: A Longstanding Presence at VMX
While GoodNewsForPets.com was launched at the Western Veterinary Conference, Germinder & Associates, Inc., the parent company of this website, has a long history of introducing and supporting innovation in veterinary medicine. Over the years, the agency has worked with pharmaceutical and animal health companies from A to Z, including Fort Dodge Animal Health, Ceva Animal Health, PRN Pharmacal, Dechra, and Zoetis.
Our work has included introducing products for Hill’s Pet Nutrition, Inc., and celebrating numerous Mark L. Morris, Sr. Lifetime Achievement Award recipients. Beyond product launches, we have helped shape industry initiatives such as the Catlyst Council on behalf of Zoetis (then Pfizer Animal Health) and the KNOW Heartworms campaign with Zoetis, the American Heartworm Society, and the Feline Veterinary Medical Association.
This post was written by a human (me) and edited with suggestions from AI. For more on our views on responsible AI in veterinary medicine, click here. If you are interested in learning more about Germinder & Associates’ services in veterinary medicine and pet products, please contact me at lgerminder@germinder.com.