Automate

Origin and history

Automate is an industrial trade show and conference that originated in the United States. The event was first established in the late 1970s, coinciding with the rise of programmable automation and robotics in manufacturing. It was created to serve as a dedicated North American forum for the emerging automation technology sector, which was rapidly evolving beyond fixed, mechanical systems. The show's founding period aligns with the early commercial deployment of industrial robots from companies like Unimation in automotive and other heavy industries. Over subsequent decades, Automate expanded significantly in scope and scale, reflecting the broadening definition of automation to include machine vision, motion control, and related software. Its history is intrinsically linked to the progression of manufacturing technology from basic mechanization to integrated, flexible, and intelligent systems.

What it is for

Automate exists to showcase the complete spectrum of automation technologies and solutions for manufacturing and related industrial processes. The event serves as a primary venue for exhibitors to display robotics, machine vision systems, motion control components, and associated software platforms to a professional audience. It functions as a critical knowledge-sharing hub through its extensive conference program, which covers technical implementation, workforce development, and industry trends. A core purpose is to facilitate direct engagement between solution providers and engineering, management, and operations personnel from integrating companies. The show floor is designed for live demonstrations, allowing attendees to see equipment operating under conditions that simulate real factory environments. Ultimately, it aims to educate the market on practical applications and to drive investment decisions by connecting buyers with the tools to improve productivity, quality, and safety.

Pros and cons

The live demonstrations provide a more realistic assessment of a system's capabilities than catalog or video presentations, reducing evaluation risk. However, a common con is the overwhelming scale and noise of the event, which can lead to fatigue and inefficient time management for attendees without a pre-planned agenda. A genuine drawback is the potential for "solution theater," where perfectly orchestrated demos in ideal conditions mask integration complexities and true performance in variable real-world settings. Many who regret attending are individuals sent without clear technical problems to solve or purchasing authority, leaving them with generic information but no actionable path forward. The most frequent mistake is failing to engage deeply with the concurrent conference sessions, which often contain more substantive implementation advice and cautionary case studies than the sales-focused show floor.

Who it suits

Automate best suits manufacturing engineers, plant managers, and systems integrators who are actively scoping or budgeting for automation projects with defined objectives. It is highly valuable for technical professionals responsible for specifying components, such as robotics programmers, vision system engineers, and controls specialists seeking hands-on product evaluation. Corporate executives and directors from industries with high automation adoption, like automotive, electronics, and consumer goods, attend to assess strategic technology roadmaps and vendor landscapes. The conference program is particularly suited to operations leaders and workforce development managers addressing topics like human-robot collaboration and training needs. It also serves academic researchers and students focusing on industrial engineering and robotics, providing exposure to commercial applications and industry trends. Finally, the event is essential for sales and business development professionals within the automation supply chain who need to monitor competitive offerings and network with the entire market ecosystem.