Beyond the Booth: Key Takeaways from FETC & TCEA 2025 to Elevate your K-12 Edtech Approach
Amber Roesken, Sales Manager
02-24-2025
.png)
For the past 15 years, I’ve attended both The Future of Education Technology Conference (FETC) and the Texas Computer Education Association Conference (TCEA). In my role as a trusted advisor with Douglas Stewart Software & Services (DSS) and as someone who works daily with leading channel partners, here are my insights on the current state and emerging trends represented at these shows.
New Components to Vendor Solutions: Security Evolution, Student Well-being Innovations, Personalization, & AI
​
Although most education technology solutions remain true to their core, key additions reflect the evolution of today’s K-12 institutions’ needs coupled with leading artificial intelligence technology. AI was more than just a buzzword at these conferences – it took center stage. The majority of vendors on the expo floor showcased how AI is now seamlessly integrated into their solutions.
For example, security solutions have progressed beyond just backup and endpoint protection – the focus is now on cybersecurity solutions, protecting school’s vital information from digital attacks. For instance, Red Sentry is an offensive cybersecurity solution, finding your vulnerabilities before hackers can. They talk about how ethical hackers/penetration testers can use AI to be more efficient and accurate in identifying vulnerabilities. As sophisticated cyber-attacks become a greater concern for schools, districts can now employ comprehensive safeguards against digital threats. A recent article in The Journal by Rhea Kelly, “3 in 4 Administrators Expect a Security Incident to Impact Their School This Year,” highlights that school administrators are seeing a rise in cyber-attacks and believe AI is increasing their cybersecurity risk.
Student well-being solutions have expanded in the past five years, including new approaches to detect bullying, self-harm, active planning and other behaviors that may require attention in students. Solutions like StudentKeeper by ContentKeeper has integrated AI into their well-being tool. Their AI Assistant tool supports teachers in managing their students and classes digitally. It streamlines the tracking of academic notes, student concerns, and behaviors, automatically revealing trends. StudentKeeper also includes a proprietary, safe AI search engine that incorporates built-in safety guardrails for students, allowing them to explore in a safe digital environment.
Personalized learning is important to students' success in the classroom and has gained momentum on the show room floor incorporated into vendor's solutions. For example, Adobe focuses on creativity, self-expression, and treats each student as an individual with unique learning needs. Adobe Express allows students to build their confidence in creative skills. With the use of Adobe Firefly, students now have access to AI tools at their fingertips – helping students safely create images, documents, presentations – all while building digital literacy with AI.
AI-powered components are becoming a staple in vendor’s offerings, solidifying artificial intelligence as a prevalent trend in Edtech. Its implementation presents opportunities to enhance personalized and efficient learning while also posing challenges in execution. While AI can clearly allow educators and students to be more efficient, it’s important for schools to ensure policies are in place to effectively use AI tools in the classroom and to safeguard students. I remember as a freshman in college taking an “Internet Research” class that taught us how to use the internet safely and effectively. In today's world, a similar course focused on AI literacy is just as essential—teaching students how to navigate AI tools responsibly, evaluate AI-generated content, and understand its ethical implications. Students and teachers need to be prepared for the AI evolution. Check out Alyson Klein’s article in Education Week where she delves into this topic, “Without AI Literacy, Students Will Be ‘Unprepared for the Future,’ Educators Say.”
The Reseller Revolution: From Booth to Battlefield
​
Resellers are beginning to re-evaluate their tradeshow strategy, in regard to their booth presence and event attendance.
.png)
Consistency In Solutions
While Cybersecurity and AI were hot topics at FETC and TCEA this year, the foundational solutions schools rely on daily—classroom management, device management, collaboration, digital literacy, security, and curriculum—remain just as relevant and well-represented. Additionally, student well-being and personalized learning continue to gain momentum, reinforcing the lasting importance of creating healthy, safe, and individualized learning environments.
Continued Opportunity to Network and Connect
​
FETC and TCEA continue to be vital platforms for connecting resellers, vendors, educators, and industry leaders. A one-stop-shop exposure to vendor solutions, reseller opinions, and educator’s priorities, the floors are a constant buzz which ensures products meet real-world challenges.
​
Walking the show floors, it's incredible to reconnect with old friends and forge new relationships—even after 15 years! While these events are truly inspiring, the real work begins afterward: ensuring reseller teams are well-educated, empowered, and equipped to support their customers with valuable vendor solutions.
Looking Ahead
​
As FETC and TCEA continue to evolve, their fundamental value remains unchanged: they serve as crucial relationship development places for innovation, collaboration, and growth in educational technology. As we navigate the integration of AI and adapt to changing market dynamics, it’s the people I connect with at events nationwide that make the trip worth it.
While the future of Edtech will continue to evolve, one thing remains constant—the power of collaborating with great people. If you’d like to discuss these trends firsthand, feel free to connect with me on LinkedIn. I’d love to chat with resellers and vendors alike!
Key Takeaways
​
-
These conferences remain essential for strengthening vendor-reseller relationships, fostering meaningful discussions, and unlocking opportunities for mutual growth.
-
Attendance on the expo hall floor seemed lighter this year, prompting exhibitors to reconsider whether to focus on regional shows or forgo a booth presence altogether.
-
As vendors integrate AI into their solutions, questions arise about the impacts of broad implementation and the potential long-term implications for K-12 education.
-
I’ll continue attending EdTech conferences because nothing compares to connecting in person, strengthening partnerships, and gaining valuable industry insights.