Warehouse automation doesn’t have to be a mystery or a million-dollar risk. In this episode of The New Warehouse Podcast, Kevin chats with Christoph Buchmann, Co-founder and Managing Director of iAutomate, live from ProMat 2025. Together, they explore how iAutomate is bridging the information gap for companies looking to implement automation without the usual guesswork.
Christoph shares live insights from the ProMat show floor and discusses the changing landscape of entry-level automation solutions. Whether you’re a small warehouse exploring automation for the first time or an enterprise looking to scale smartly, Christoph’s perspective offers a grounded view on what’s happening and what’s next.
Entry-Level Warehouse Automation Is Having a Moment
It’s not just the big players looking at automation anymore. According to Christoph, “automation has become more accessible, more available because there are a lot of new technologies and solutions that are just more entry-level.” The shift is evident on both fronts: companies are seeking scalable solutions that can start small and grow, and the iAutomate app is reflecting this trend in real-time.
“We can see which technologies are how popular, what’s the frequency of usage… The trend is definitely going towards scalable entry-level automation solutions,” Christoph said. This “crawl-walk-run” approach enables companies to build momentum without incurring massive costs or committing to extensive infrastructure.
Accessibility doesn’t stop with the technology itself. iAutomate gives users visibility into “size, capacity, price,” and even helps them validate whether a solution fits their needs, before they ever walk into a demo.
From Guesswork to Guided Strategy
One of the most significant barriers in automation has always been the answer to a simple question: What does it cost?
Christoph put it bluntly: “The answer should not be ‘it depends.’” He likens the experience to configuring a car online—you should be able to get a ballpark number for your automation investment without calling an engineer.
That’s the value iAutomate brings to the table. Users can explore viable technologies, narrow down their options, and arrive at ProMat ready to ask more informed questions. “They can now engage at a much more accelerated level,” Christoph explained. Instead of wandering the expo floor overwhelmed, users come prepared with knowledge and intent.
This shift benefits solution providers as well. As Christoph noted, “It creates a win-win situation between those looking for automation and those providing it.”
Navigating the Realities of Warehouse Automation After Go-Live
Despite the excitement surrounding new technology, many companies still face harsh realities after implementation. “They bought automation for the right reasons,” Christoph said, “but we’re really struggling to get the performance out of it.”
In some cases, customers feel abandoned post-installation, facing maintenance and troubleshooting challenges on their own. Others are overwhelmed by the sheer volume of options available, unsure of what will deliver actual return on investment (ROI).
To help with both, iAutomate doesn’t just serve as a validation tool; it also helps foster peer-to-peer connection. “We want to connect people who’ve done automation with those who are trying to do automation,” said Christoph.
Looking ahead, he believes that automation will only become increasingly critical. “If you don’t start looking at ways to automate your supply chain now… You might get caught off guard.” From real estate constraints to labor shortages in cold storage, the macroeconomic drivers are intensifying. And iAutomate is betting that innovative, scalable solutions, plus access to trustworthy information, will lead the way.
Key Takeaways
- Empowers users with instant comparisons across size, cost, and scalability for different automation technologies.
- Helps companies prepare for trade shows like ProMat with a clear game plan and validated solution options.
- Reveals emerging tech trends, such as climbing robots and scalable automation models.
- Connects users with vetted solution providers for smoother post-show engagement.
- Bridges the gap between curiosity about automation and confident decision-making.
