IAM Robotics’ Kristin Fornal says “Robots have come a long way and as technology continues to evolve, the robotics industry evolves with it.”

Kristin Fornal, Head of Marketing at IAM Robotics sheds light on the inner workings of IAM Robotics, one of the leading warehouse automation companies. Read on to know more about her thoughts on the future of automation in the robotics industry, its challenges, and its benefits.



As consumers, we are experiencing ongoing and rapid changes with our online purchasing experiences. We are demanding more products and faster delivery times.

MEDIA 7: You have had a remarkable professional journey; would you like to give us a peek into it? What inspired you to get into marketing?
KRISTIN FORNAL:
When I started my career, I was in public relations. I enjoyed the writing and media relations that came with the PR role, but I realized PR was only part of something much larger, marketing. I went back to school to get my master’s in marketing and communications, and I have been strengthening company brands ever since. I have been fortunate in my career to have worked with some of the best brands in the world. However, the best part of my career has been mentoring and working with the next generation of marketing leaders.


M7: Could you please give our readers an insight into IAM Robotics? What are the core values that drive the company to be a leader in warehouse automation?
KF:
IAM Robotics is dedicated to delivering autonomous mobile robotic solutions that give you the help you need with the results you want. Some of the core values that have helped drive us to be a leader in warehouse automation are curiosity, diversity, and collaboration. Our team continues to drive innovation by being curious about the challenges in the industry and setting out to solve them. Diversity is important because it allows us to embrace different perspectives when looking at our own and clients’ challenges. Collaboration is important because we are a team and without all of us working together it is difficult to deliver unique, value-added solutions.

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Hollywood has done a great job at setting public expectations for how we think robots should behave.



M7: New technologies are presenting promising opportunities for improvement across the supply chain. Do you feel that the robotics industry is moving too fast or too slow in terms of adopting these technologies?
KF:
As consumers, we are experiencing ongoing and rapid changes with our online purchasing experiences. We are demanding more products and faster delivery times. These changes are requiring supply chain leaders to revisit or accelerate warehouse automation strategies, which is resulting in increased adoption in automation. In my opinion, the robotics industry is always progressing at an accelerated rate. Driverless cars are a good example of technology moving at a fast rate with a slow adoption curve. Yet, autonomous driving has been under development for decades. It has only been more recently we have started seeing some of this technology become available to consumers, like lane assist, auto parallel parking, smart cruise control, etc.    

Many of us grew up thinking robotics would be part of our everyday lives like we saw in the movies or The Jetson’s. Hollywood has done a great job at setting public expectations for how we think robots should behave. However, when taking human tasks and translating them into a robot task is more complicated than one may think. A human can easily walk to a shelf, locate something on the shelf, and pick it up. For a robot to do this same task, there are layers of hardware and software that need to work together to achieve the same result consistently and reliably. Robots have come a long way and as technology continues to evolve the robotics industry with it.


M7: What growth and adoption rates do you expect for the robotics industry over the next five years?
KF:
Prior to the pandemic, the adoption rate for robotic automation was on the rise. However, the pandemic has accelerated the rate of adoption for robotic automation to assist with less touches for products and to improve operational efficiencies. The future of the robotics industry is expected to grow expeditiously, which will result in more competition and innovation, which will continue to drive these technologies forward.

Read More: Orange's Hervé Suquet reinforces the importance of producing sustainable goods and services while limiting consumption and waste



The future of the robotics industry is expected to grow expeditiously, which will result in more competition and innovation.


M7: What Marketing-related challenges do you meet every day? How do technology and collaboration tools encourage you to defeat these?
KF:
We are always looking for unique ways to stay memorable with clients. Today’s digital platforms are becoming saturated with content from companies competing for the attention of clients. To overcome this, we leverage several tools to stay on top of our client’s journey through the buying process and determine the best formats for engaging and staying top-of-mind with them.


M7: What do you read, and how do you consume information to stay at the top of your game?
KF:
One of my favorite marketing books is Renegades Write the Rules, by AmyJo Martin. Additionally, I like to kick off my mornings reading industry publications and listening to a variety of podcasts. Another outlet for staying on top of my game is networking and participating in organizations such as the MHI Robotics Group and CMO Huddles.

ABOUT IAM ROBOTICS

IAM Robotics was founded in 2012 and is proudly based in Pittsburgh, Pennsylvania. They are dedicated to delivering adaptable, scalable, and comprehensive autonomous mobile robot material handling solutions that seamlessly integrate into any operational environment.

Today, the company is home to over 80 employees. IAM Robotics is a mix of world-class engineers, automation experts, supply chain professionals, and problem solvers focused on delivering innovation and operational value that transforms the material handling industry.

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IAM Robotics

IAM Robotics was founded in 2012 and is proudly based in Pittsburgh, Pennsylvania. They are dedicated to delivering adaptable, scalable, and comprehensive autonomous mobile robot material handling solutions that seamlessly integrate into any operational environment. Today, the company is home to ove...

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