Success Stories
maXerial: A start-up presents itself at CES
Julie Bächtold, Content Manager
Apr 1, 2026
maXerial develops AI-supported, hardware-independent software for industrial applications. Roger Herger, CEO and Founder, explains how his team from Liechtenstein unlocks international markets.
The deep-tech start-up maXerial is present in Europe, the USA, and Asia with its AI and X-ray inspection software. Using rule-based detection and deep learning, the software identifies hidden defects at production speed. Customers license the software or have components inspected directly by X-ray in Vaduz. maXerial's latest product allows for the training of industrial AI models without programming skills, such as by employees in production. It has now been launched internationally.
We greatly benefited from professional promotion and media presence by S‑GE at CES: Visitors stopped by who didn't know us before. They became aware of us through S‑GE channels.
Roger Herger, CEO and Founder, maXerial
maXerial at the world’s largest tech event, CES in Las Vegas – how did that come about?
We wanted to test how our no-code AI platform would fare in the American market. In our X-ray services, customer segments are clear. We analyze which industries and markets have a high demand for development and quality control.
The market for the AI training software is broader. Therefore, we wanted to discover if there was any interest at all in the USA and who the potential customers might be. Thanks to the export voucher from the Liechtenstein government, participating in the swisstech Pavilion at CES was affordable for us.
Back to CES: How were you able to stand out with your product at such a massive show amidst this competition?
With my background – a doctorate in X-ray physics from the Paul Scherrer Institute – I naturally have a passion for technology. But international customers aren't buying physics; they are buying value, service, and reliability. In short: the assurance that no faulty part leaves the line. This is precisely the language we learned to speak at CES. It opened up conversations.
On site, we benefited greatly from the professional marketing and media presence provided by S‑GE: visitors stopped by who weren't aware of us before. They became aware of us through S‑GE channels. Thanks to participating in the swisstech Pavilion, we could benefit from the Switzerland brand, which has an excellent international reputation. We had an outstanding location right in the middle of the startup park, which attracted an interested clientele.
What developments have there been since CES?
Regarding the American market, the outcome was educational but rather disappointing, as many Americans no longer produce themselves. We realized that the demand for our solutions is currently limited there. The reshoring narrative in the USA could become interesting in the medium term, but it is not a revenue driver in the short term. However, it led to concrete business relationships from European and Asian leads.
What personal advice do you give startups planning to participate in a major event like CES?
It is important to clearly define the goal of participation in advance: financing or new customers. This determines which conversations I seek and how I structure the pitch. On site, it is a speed-dating format: many short contacts, quick qualification. The real work begins afterwards.
The CES is one of the most important international platforms for tech companies. With the swisstech pavilion, we enable start-ups from Switzerland and Liechtenstein to make a strong impression and, together with our partners, provide them with a platform to exchange and connect with potential partners, customers, investors, and buyers.
Ramona Lieser, Project Manager Trade Fairs + Start-ups
