Automation ROI Starts with People, Not Robots
What if the fastest way to unlock automation ROI isn’t buying the robot—but earning the trust of the people who have to use it every day?
That was the central theme of this episode of Industry Ignited, where Dr. Leeanne Aguilar sat down with William Willard, CEO and General Manager of Automation Technology Consulting. With decades of experience across manufacturing, integration, and consulting, William brings a grounded, real-world perspective to automation—one that challenges the common assumptions many leaders still hold.
From Engineering to the Front Lines of Automation
William’s journey into automation wasn’t linear. Starting as a mechanical engineer in the pulp and paper industry, he quickly found himself drawn into sales and customer-facing roles. But what set him apart early on wasn’t just technical knowledge—it was curiosity.
Instead of simply selling products, William spent time on plant floors, asking questions, observing processes, and learning directly from operators.
That mindset became foundational.
The real education didn’t come from textbooks—it came from the people running the machines.
This hands-on learning allowed him to evolve into more than an engineer or salesperson. He became a translator between the plant floor and the executive suite—something many automation projects desperately need.
The Biggest ROI Mistake: Chasing Labor Reduction
One of the most persistent myths in automation is that ROI comes from cutting labor.
William doesn’t agree.
In fact, he’s seen this mindset derail countless projects.
Most companies expect automation to reduce headcount and deliver fast returns. But in reality, labor is often reallocated—not eliminated. And when you factor in the full cost of automation systems, labor savings alone rarely justify the investment.
So where does real ROI come from?
- Improved product quality and consistency
- Reduced material waste
- Increased throughput
- Higher uptime and reliability
These are the levers that actually move profitability.
Automation isn’t about replacing people—it’s about making processes better.
Why “Perfect” Systems Still Fail
Even the most technically sound automation system can fail—and often does.
Why?
Because the people who operate and maintain the system weren’t part of the process.
William emphasizes that there are two key stakeholder groups in any automation project:
- The C-suite, who control budgets
- The plant floor, who determine success
Too often, companies focus on the first and ignore the second.
But operators and maintenance teams are the ones who live with the system every day. If they don’t trust it—or worse, don’t understand it—the system will struggle no matter how well it was designed.
The plant floor isn’t just a stakeholder—it’s the deciding factor.
Start Small, Not Complex
Another common mistake? Trying to automate the hardest problem first.
It’s understandable. Leaders want to fix their biggest bottleneck. But jumping straight into complex automation increases risk dramatically—especially if the team has little prior experience.
William’s advice is simple:
Start with something manageable.
Choose an application that allows your team to learn, adapt, and build confidence. This reduces fear, increases adoption, and lays the groundwork for more advanced automation later.
Because yes—fear is real.
Operators often worry about job security. Without proper communication and training, resistance is inevitable.
But when done right, automation actually increases employee value by giving them new, in-demand skills.
The $50,000 Robot Myth
Trade shows and sales pitches often create unrealistic expectations.
Someone hears “a robot costs $50,000”—and walks away thinking automation is simple and affordable.
But the robot is just one piece of a much larger system.
Real automation includes:
- End-of-arm tooling
- Conveyors and material handling
- Safety systems and guarding
- Integration and programming
- Installation and training
That $50,000 robot can quickly become an $800,000 project.
And if expectations aren’t reset early, disappointment is almost guaranteed.
Implementation Takes Time—And Flexibility
Automation isn’t plug-and-play.
Depending on complexity, projects can take anywhere from six months to two years. And even then, delays are common—whether from supply chain issues, design changes, or incomplete information.
That’s why expectation management is critical.
Smart integrators build in buffer time, plan for variability, and avoid overpromising.
If you plan for perfection, you’re setting yourself up for failure.
What AI Can—and Can’t—Do (Yet)
While AI dominates industry conversations, William sees its current value in a more specific area: predictive maintenance.
By using sensors and data analysis, AI can monitor machine performance and detect issues before they cause downtime.
But on the plant floor itself? Adoption is still evolving.
For now, AI is more impactful in:
- Data analysis
- Process optimization
- Decision support in the front office
The long-term potential is huge—but the foundation (data and systems) still needs to be built.
Trust Is the Real Differentiator
Across every stage of automation—from sales to implementation—one factor stands above the rest: trust.
And trust isn’t built through presentations or proposals. It’s built through:
- Deep understanding of the customer’s process
- Clear, honest communication
- Education at every level of the organization
- Confidence backed by real knowledge
When both executives and operators feel informed and included, everything changes.
Projects move faster. Adoption improves. Results follow.
Restarting After a Failed Automation Project
For companies that have been burned by automation before, William doesn’t recommend walking away.
Instead, he suggests going back.
- Analyze what went wrong
- Identify gaps in process, technology, or integration
- Rebuild with a clearer, more realistic approach
Sometimes the issue isn’t automation itself—it’s how it was implemented.
With the right adjustments, even failed systems can be turned into success stories.
Automation isn’t just a technology decision—it’s a people decision.
And the companies that understand that will be the ones who see real, lasting ROI.
👉 Visit the podcast and listen here: https://www.buzzsprout.com/2514972/episodes/19084516
And as always—stay bold, stay curious, and keep igniting industry.
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