Despite the common perception that robotics adoption is primarily limited by high upfront costs, industry experts argue that the real challenge lies elsewhere. During a discussion featuring ABB Robotics and ASTM International in Machine Design, speakers emphasized that organizational uncertainty, rather than price, is often the greatest obstacle preventing companies from embracing automation.
Ben Perlson of ABB Robotics contended that cost is frequently used as a convenient explanation for delayed robotics investments, but it only tells part of the story. Many organizations have already demonstrated that robotics can deliver strong business value at scale. The greater challenge is overcoming hesitation around process changes, workforce adaptation, training requirements, maintenance considerations, and long-term operational impacts. For established companies that have relied on the same workflows for years, introducing automation often requires a cultural shift as much as a technological one.
The discussion highlighted that businesses routinely purchase traditional equipment, such as forklifts, without significant hesitation, yet often approach collaborative robots and automation systems with far greater caution. This reluctance stems from uncertainty about uptime, maintenance demands, and the overall return on investment. These variables can significantly influence whether an automation project ultimately succeeds or fails.
Aaron Prather of ASTM International noted that the robotics industry is seeing a growing number of newcomers exploring automation. Many organizations recognize the potential benefits but struggle to determine where to begin. Calculating ROI has become increasingly complex, extending beyond simple labor replacement calculations. Automation may enhance worker productivity, allow employees to focus on higher-value tasks, or help organizations avoid future hiring challenges, making the value proposition more nuanced.
Both experts stressed the importance of identifying “quick wins” when starting an automation journey. Simple, repetitive tasks, such as palletizing identical boxes in a warehouse, can provide an ideal entry point. Successful early projects help build confidence and create momentum for broader automation initiatives.
The speakers also advised companies to work with experienced integrators and consultants who take a problem-solving approach rather than pushing predetermined solutions. Before automating any process, organizations should ensure that the workflow is stable and optimized. Otherwise, automation risks becoming a temporary fix for deeper operational inefficiencies rather than a source of lasting improvement.