Why Warehouse Leaders are Unsure About Automating Operations
Zebra Technologies Corporation has found that warehouse leaders in Europe are seeing the benefits of implementing automation across their operations, but have enduring concerns.
In the company’s 2025 Warehouse Vision Study, it is revealed that warehouse decision makers are eager to begin the process, although more than half are struggling to start.
Supply chain operations, particularly in warehouses, are becoming more automated, as technological advancements mean certain operational tasks can be performed more efficiently with machines whilst mitigating the risk of human error.
Industry insights
Modern warehouses are having to adapt to higher customer demands through the implementation of technology.
To optimise efficiency and remain competitive, more leaders are adopting advanced technologies.
Zebra’s study “The Great Warehouse Convergence: Where Technology, Efficiency and Innovation Align”, evaluates where warehouse leaders stand regarding this technological movement.
- 84% of decision makers view technology as essential to stay competitive
- 82% agree that increased automation boosts frontline worker productivity
- 80% understand that warehouses require modernisation but the slow pace is a challenge
- 79% agree new technology makes the warehouse environment more enticing for workers
- 73% believe the investment in automation outweighs the risk of not implementing
- 67% agree that more frequent downtime occurs as a result of issues using the devices
Phil Sambrook, Transport and Logistics Vertical Lead, EMEA, Zebra Technologies says: “Human-centred solutions are set to reshape warehouses - nearly 80% of warehouse decision-makers in Europe agree that innovation makes warehouse jobs more appealing, attracting workers and supporting long-term workforce stability.
“Warehouse leaders can get a strong start in their journey to automation by turning to technology partners experienced in helping transform operations.”
However, Zebra also found that 62% of decision makers don’t know where to start automating, suggesting that automation can be overwhelming, and can delay supply chain operations.
Automation implementation
Over the next five years, these warehouse leaders will be investing into technology to streamline supply chain workflow and increase worker productivity.
Features like Artificial Intelligence (AI) and Generative AI (Gen AI) will be implemented as a means to focus on task management, predictive analytics and machine learning.
These are adapted to streamline operations, reduce human error and inefficiencies and improve both worker and customer experience.
AI is best suited to optimising processes and predictive insights, whereas Gen AI enables problem-solving. By implementing both, supply chain risk management sees significant improvement.
Within the next five years:
- 63% decision-makers plan to implement Augmented Reality (AR)
- 63% will implement AI
- 65% will use Predictive Analytics
- 68% will implement Gen AI
The implementation of automation has already driven more efficient warehouses around the world, as it can be adapted into every part of warehouse operations.
It can pre-emptively solve risks, and real-time data capture technologies allow for precise tracking and location-based asset management.
This helps enhance quality control, streamline inventory management and optimise picking accuracy, meaning faster and more efficient operations.
Phil continues: “Warehouse, distribution and logistics operators can meet evolving customer expectations by adopting advanced technologies that drive efficiency and competitiveness.
“Intelligent automation and improved asset visibility will improve order accuracy, accelerate fulfilment and enhance returns management.”
Zebra’s response
To meet the needs of logistics leaders and to improve warehouse productivity, Zebra has launched the EM45 Series Enterprise Mobile computer.
The EM45 RFID model is designed to help with precise inventory assessments and task completion, due to its built-in radio frequency identification.
The EM45 can be used for postal, transportation and logistics providers, as it includes a high-performance 50MP rear camera which is optimised for detailed photos and fast barcode reading, allowing for proof of delivery and enhanced route management.
74% of European warehouse leaders believe that machine vision and fixed industrial scanning technology would save time and eliminate errors.
Zebra’s Fixed Industrial Scanners can perform advanced machine vision tasks in order to help the streamlining of automation and efficiency.
With the ever-growing advancements in technology, particularly within AI, difficulties remain for leaders regarding where to begin implementing it into their supply chain operations.
It is clear, however, that as the competition grows and consumer demand increases, automation is becoming more of a priority for warehouse leaders.
