2025. Well, that was really something.

From AI hype cycles to real-world deployments, from pilot purgatory to systems that actually shipped, 2025 gave the robotics and automation industry plenty to talk about.

Join Mandy Dwight, Forest Lee, and Catherine O’Connor for a year-end ROS Goss recap as they break down the trends that truly shaped the industry this year. What moved the needle, what fell flat, and what lessons founders, operators, and marketers are carrying into the next chapter.

And what’s on deck for 2026? We asked some of the smartest voices in the industry to weigh in. Expect predictions, hot takes, and hard-earned insights from Jeff Burnstein of A3, Greg Baer of MHI, Guy Courtin of Tecsys, Matt Bush of KPI, Brent Barcey of DWFritz Automation, and Gemma Ross of OSARO on where robotics and automation are headed next.

Add in a few holiday sweaters, a Boston backdrop, and some honest industry talk, and you have a fitting send-off to 2025 and a sneak peak at what is coming in 2026.

Every automation company claims to be different. Few can prove it in 10 seconds. In this episode, Daniel Castro Maia, Forest Lee, and Mandy Dwight break down how to stand out in a crowded robotics market through clear storytelling, purposeful design, and adaptive strategy.

This episode breaks down brand as a system and shows how storytelling turns complex specs into real outcomes. The discussion covers how design guides decisions, how value should appear in your website and UX, and how messaging changes by audience. End users want proof of throughput and integration, while investors look for momentum.

The team then gets tactical with a real multi-channel approach for automation. They explain why LinkedIn alone is not a strategy and how paid search, trade show geo-targeting, retargeting, and education-first content build trust. They highlight the need for agility, A/B testing, and budgeting based on real signals. They also touch on the limits of part-time marketing and the value of outside partners when internal teams are stretched.

If you build something great and tell a true story about how it changes work, demand rises and sales cycles shorten. This episode shows you how to cut the noise and drive meaningful growth.

Hello U.S. – Meet RobCo!

We sat down with Lorenzo Pautasso at RobCo’s new U.S. HQ to talk about a different way forward: modular robots that click together, software that just works, and a service model that shares risk instead of pushing it onto small and mid-sized manufacturers. 

From a university research project in Munich to a U.S. launch backed by top-tier investors, we follow RobCo’s path from concept to commercialization. We also tackle the “jobs question” head-on, sharing stories from the factory floor that show how robots aren’t replacing people – they’re taking on the repetitive and risky tasks so workers can focus on higher-value work. Finally, we explore lessons about automation and deployments that can be learned by Europe’s early adoption mindset.

Tune in to hear the full conversation and see why RobCo’s story is one to watch in the next wave of industrial automation.

A lot of people remember the robot. Fewer remember how a word –  cobot – quietly rewired an industry. We bring together former Rethink Robotics colleagues, Ann Whittaker, Sue Sokoloski, and Mandy Dwight, to unpack the real story behind Baxter’s influence: the language that made new tech feel safe, the culture that rewarded questions over ego, and the bold moments when transparency mattered.

This episode discusses the breakthrough of collaborative robots – someone named the space, taught the buyer, and showed the work. Early SEO wins on “cobot,” a disciplined ICP, and relentless field videos turned curiosity into a new category. We also own the hard parts: precision gaps in manufacturing, rushed expansions, and leadership lessons about how fast culture can fracture if you don’t protect it.

If you care about robotics, branding and storytelling, or building teams that ship under pressure, this one’s for you. The conversation moves where most tech stories don’t: into people and the story behind a category defining product.

What happens when you bring together the founders of a robotics innovation hub, mix in some entrepreneurial insight, and add a dash of real talk about America's technological future? You get a fascinating look behind the curtain of one of the world's premier robotics ecosystems.

Joyce Sidopoulos, co-founder and COO of MassRobotics, takes us back to 2015 when Boston's robotics community realized they needed more than occasional meetups – they needed a physical home where hardware startups could access shared resources and equipment. What began as a Massachusetts-focused initiative quickly evolved into a global magnet.

The conversation shifts to how MassRobotics serves as a crucial bridge between startups and corporate partners. Marita McGinn, who leads MassRobotics' Accelerator Program, explains how the organization supports founders and facilitates meaningful connections. This founder-first mentality has created a tight-knit community where companies genuinely help each other grow.

Perhaps most compelling is their perspective on why robotics matters now more than ever. From healthcare worker shortages to dangerous industrial tasks, automation offers solutions to pressing problems while creating higher-value jobs. The 20 startups from their accelerator program have already created approximately 120 positions – powerful evidence against the myth that robots simply eliminate employment.

Want to understand how innovation ecosystems actually work? Listen now and discover why building bridges between startups and industry might be the key to America's competitive edge in the robotics revolution.

Ever wonder what makes some robotics startups thrive while others falter? This candid conversation with the OSARO leadership team offers a rare glimpse into the inner workings of a successful automation company that's been steadily growing for nearly a decade.

Recorded at OSARO's San Francisco headquarters, host Mandy Dwight sits down with Adi Dalvi (VP of Sales), Gemma Ross (VP of Operations), and Matt Churchill (Principal Sales Engineer) to unpack their journey and the strategies that have helped them stand out in the competitive warehouse robotics space.

The team shares refreshingly honest insights about their path to success, beginning with their foundational approach: "We're just a bunch of people who really like to watch robots pick stuff up and put it back down again," as Gemma playfully puts it. But beneath this lighthearted description lies a serious commitment to solid technology and, more importantly, to the people who build and support it.

Whether you're fascinated by warehouse automation, curious about robotics-as-a-service business models, or simply interested in what makes tech startups successful, this conversation offers valuable insights into building customer-centric technology companies where everyone—not just the sales team—contributes to business growth.

Subscribe to hear more conversations with innovators who are transforming the world of automation and robotics. Visit dwightco.com to learn more about solutions for your business.

Automation buyers are evolving—and industry veterans Mandy Dwight and Guy Courtin are here to explain why that's changing everything. Recording from Boston's iconic Public Garden (sadly, not from the famous Good Will Hunting bench), they dive deep into how today's robotics customers are no longer wowed by flashy demos and bold promises.

"What I've seen which is really encouraging is that the buyer has become smarter about the solutions and what's available out there," explains Courtin, VP of Industry and Global Alliances at Tecsys. This sophistication means robot vendors must work harder, but it ultimately creates healthier, more sustainable implementations across the industry.

The conversation explores how automation ecosystems are replacing isolated solutions, with companies consolidating technologies to address comprehensive warehouse challenges. They question traditional ROI calculations that focus narrowly on labor reduction rather than strategic value, particularly relevant for 3PLs using automation to free space for higher-margin services like kitting and returns processing.

Economic uncertainty looms large in automation decisions, creating both challenges and opportunities. Courtin suggests that forward-thinking companies willing to invest now could position themselves advantageously when markets stabilize.

The pair also tackles AI's role in automation, the importance of supply chain education, and offer invaluable insights for anyone navigating the rapidly evolving landscape of warehouse automation and robotics implementation.

What does it take to build a successful robotics company in today's rapidly evolving warehouse automation landscape? For OSARO, celebrating its 10-year anniversary, the answer lies in a laser focus on delivering practical solutions that create real value.

Derik Pridmore, CEO and co-founder, alongside COO Gabe Zingaretti, share the fascinating journey of navigating a decade of technological shifts and market changes while staying true to their mission. "You need to be both ambitious and aspirational, but also really practical," Pridmore explains, highlighting how OSARO has maintained that critical balance while others chased technological fads or unrealistic applications.

The robotics veterans reveal their strategic bet on piece picking—the belief that algorithms could become powerful enough to enable flexible, modular solutions across different hardware types. This focus took five years to fully develop but positioned OSARO to address multiple applications effectively while maintaining the reliability customers demand. Their approach stands in stark contrast to the industry pendulum swings: from skepticism that robotics could work effectively in warehouses to unrealistic expectations about humanoid solutions solving every challenge.

Perhaps most tellingly, the OSARO team describes their commitment to integration—working with everything from mobile robots to auto baggers, barcode scanners, and conveyor systems. This dedication makes their systems robust and valuable for customers who typically operate equipment from multiple providers. Looking ahead, they anticipate continued automation in piece picking and depalletizing, with the most exciting developments involving collaborative systems where robotic arms work with AMRs and rack storage solutions.

Whether you're a warehouse operator exploring automation options, a technology enthusiast curious about where robotics is headed, or an entrepreneur navigating your own path through hype cycles, this conversation offers valuable insights into building technology that actually works. Check out more episodes at ROSGoss.com or DwightCo.com for additional conversations at the intersection of technology and business reality.

What makes robotics implementation successful? Beyond the technology itself lies the critical element so many overlook: human relationships.

In this enlightening conversation, three industry veterans—Jane Mooney (Cobot co-founder), Brent Barcey (DWFritz Automation VP), and host Mandy Dwight—explore how trust becomes the foundation for technological transformation. Drawing from decades of collective experience, they reveal the human side of automation that rarely makes headlines but determines success or failure.

Jane shares the inside story of Amazon's game-changing acquisition of Kiva Systems in 2012—a move that transformed warehouse automation and changed an industry. She reflects candidly on both the triumphs and missed opportunities. This watershed moment illustrates why relationships matter even in the most technical environments.

The discussion reveals fascinating insights about human-robot relationships at the operational level. Distribution centers where workers named their robots—"Billy Bob or Lisa Marie"—consistently achieved higher throughput than facilities with anonymous machines. This simple act of personification created a team dynamic that measurably improved performance, underscoring how automation success depends on human buy-in.

For companies navigating their automation journey today, the group advocates combining bold vision with practical implementation: "What works best is the big vision, and then the roadmap to get there with quick wins... getting confidence in baby steps." This approach enables organizations to "fail fast, triage fast, and get on to the next thing" without becoming overwhelmed.

As reshoring accelerates due to supply chain disruptions, the speakers agree that automation presents tremendous opportunities—but only for those who build trust with operators from day one. "Most people don't ask the operator's opinion," Brent notes, highlighting how the most successful deployments begin by finding "forward-thinking operators willing to step into that future."

Whether you're a manufacturing leader weighing automation investments, a technology provider seeking to build lasting client relationships, or simply curious about the human dimensions of our robotic future, this conversation provides invaluable perspective on navigating the road ahead.

So here it is—the very first episode of ROS Goss. 

Mandy Dwight and Catherine O'Connor of Dwight & Company pull back the curtain on why they launched a podcast—despite never planning to. Tune in as they share the real story behind ROS Goss, what you can expect from future episodes, and why the world of robotics and automation has more to talk about than ever.