The Rockwell Automation Fair in Anaheim was more than just an exhibition of technological prowess; it was a statement of intent for the future of manufacturing. Here are five key takeaways from the event that encapsulate the present trajectory of industrial automation and the broader vision for reshaping manufacturing as we know it.
1 – A reimagined role for AI and autonomy
Artificial intelligence has rapidly evolved from a novel idea to a foundational element in transforming manufacturing processes. This was a central theme of the fair, as both Rockwell Automation and their partners highlighted the importance of embedding AI across their operations, not as a mere standalone product but as an integrated component across all systems.
Blake Moret, Chairman and CEO of Rockwell Automation, and Rev Lebaredian, Vice President of Omniverse at NVIDIA, shared their insights on how AI is shifting the automation landscape from being primarily a means of efficiency to an engine for autonomy. “AI allows us to make the entire business of designing automation systems much more efficient,” Moret explains, describing how AI-driven machine vision and automation tools are streamlining operations in ways unimaginable just a few years ago.
The real shift lies in moving from automation to autonomy. As Moret and Lebaredian articulated, AI is creating industrial systems that respond to human instructions and adapt and learn autonomously. Autonomous components will increasingly think, adapt, and make decisions independently, enhancing productivity and safety within industrial settings. The collaboration between Rockwell and NVIDIA, particularly integrating NVIDIA’s Omniverse with Rockwell’s Emulate 3D simulation technology, is paving the way for digital tools that allow full-scale production simulation before any physical assets are built. This is not just about predicting issues but about creating a foundation for resilient, adaptable manufacturing.
2 – A human-centric approach to industrial evolution
While technology took centre stage at the Automation Fair, there was a consistent emphasis on the role of human workers within this evolving industrial ecosystem. Cyril Perducat, Chief Technology Officer at Rockwell Automation, stressed that automation is not about replacing people but elevating human potential by removing mundane tasks, thus enabling workers to focus on creative, high-value activities. “Our focus is to leverage technology to help individuals excel in their roles,” Perducat says, adding that advanced tools should enhance, rather than overwhelm, the workforce.
Human-centric design was another focus area, with Perducat explaining that the technology should fit into existing workflows, enhancing the work experience while minimising complexity. This philosophy was also reflected in Rockwell’s approach to software-defined automation (SDA), which decouples automation logic from physical hardware, offering a more adaptable and intuitive control framework that can scale across different operations. The SDA model is set to reduce development time and increase flexibility, allowing manufacturers to adapt automation processes without hardware constraints.
3 – From simulation to emulation—a digital transformation toolkit
Another striking insight from the fair was the evolving role of simulation and emulation in the industrial landscape. Nicola Iovine, Business Development Manager EMEA at Rockwell, elaborated on how tools like Emulate3D empower manufacturers to virtually design, test, and optimise their systems before anything is physically built. The difference between simulation and emulation is critical here. In contrast, simulation looks at the big picture, such as system capacity or potential bottlenecks, and emulation creates a highly detailed, realistic model that mimics actual machine behaviour.
This level of digital precision is vital for reducing risks, shortening commissioning times, and making proactive, data-driven decisions that improve overall operational efficiency. The partnership with NVIDIA further strengthens Emulate3D’s capabilities, allowing entire production lines to be modelled and perfected in a virtual space. This innovation provides a glimpse into a future where physical prototypes become less necessary, with digital twins taking centre stage as the primary tool for pre-production testing.
4 – Sustainability through technological integration
Sustainability was also a critical theme, mainly through Rockwell’s work with the Inland Empire Utilities Agency (IEUA). As Southern California battles ongoing water scarcity, IEUA showcased how collaborative approaches, backed by advanced technology, are key to effective water management. The integration of Rockwell’s PlantPAx systems at the new RP-5 facility illustrates how automation can maintain high efficiency while supporting environmental goals. Brian Wilson, Principal Engineer at IEUA, discussed how the RP-5 upgrade is being designed to expand capacity and embrace a more sustainable treatment process, incorporating technologies like membrane bioreactors and renewable energy sources.
The broader message was clear: achieving sustainability goals in manufacturing requires an integrated approach that aligns operational excellence with environmental stewardship. Whether recycling water, generating renewable energy, or adopting energy-optimised production flows, Rockwell’s technological solutions are helping industrial operators reduce their carbon footprint while enhancing operational resilience.
5 – The connected factory – bridging silos for a unified system
The Rockwell Automation Fair’s final takeaway was the move towards more connected, unified manufacturing systems. Tessa Myers, Senior Vice President of Intelligent Devices at Rockwell, discussed the company’s efforts to bridge the gaps between different stages of production through an integrated system of software and hardware. “Our vision is to enable highly automated systems that efficiently orchestrate operations across the entire production cycle, moving away from the traditional concept of separate islands of automation,” Myers explains.
Introducing technologies like independent cart systems (iTRAK and MagneMotion) and autonomous mobile robots (AMRs) was highlighted as central to this vision. By facilitating seamless material flow, from raw materials to finished products, these technologies eliminate traditional inefficiencies and boost scalability, offering manufacturers greater flexibility in responding to dynamic market conditions. This unified approach enhances productivity and significantly reduces costs, ultimately enabling a faster return on investment for manufacturers.
A blueprint for the future
The insights gained from the Rockwell Automation Fair were not just about the latest gadgets and software but a comprehensive vision for the future of manufacturing. This vision is defined by the convergence of AI, autonomy, sustainability, and human-centric design, all within a connected, digitally optimised ecosystem. Whether through virtual commissioning with Emulate3D, advancing autonomous systems with AI, or integrating processes across production lifecycles, Rockwell Automation is positioning itself as a leader in defining what the next generation of manufacturing will look like.
The message to manufacturing executives is clear: the future belongs to those willing to embrace technological transformation holistically. It’s not about piecemeal automation or incremental improvements; it is about fundamentally rethinking how factories operate from the ground up, with technology as the enabler of an adaptable, resilient, and sustainable industrial future.
