We found the real entry points for AI in warehousing & manufacturing— and they may surprise you.

What We Did

We asked 100 executives in manufacturing and warehousing about the efficiency of their plants and warehouses, the technologies they’re using, and where they see gaps. Our goal: uncover opportunities for value-added resellers (VARs) and independent software vendors (ISVs) to position solutions that solve real problems.

Respondent Breakdown

The Headline: Confidence Where It Shouldn’t Be

One of the most surprising findings was how confident executives are in areas where industry benchmarks usually show weakness.

• 72% said their inventory counts “almost always” or “often” match physical counts.
• 95% said they’re moderately to extremely confident their trucks are loaded to maximize space.
• 63% reported “good” to “full” visibility on outbound shipments.

But when we asked about processes behind those claims, the picture changed:

• 45% still use a tape measure + manual data entry for box dimensions.
• Half said their teams are contacted daily by customers asking for shipment ETAs.
• 78% said scanners fail on damaged or smudged labels at least some of the time.

This contradiction points to an important truth for VARs: executives may not openly admit shortcomings — but their operational details tell another story.

Manual Tasks Still Dominate

When asked about the most repetitive, manual tasks, executives pointed to:

1. Inventory management (24%)
2. Data entry and paperwork (21%)
3. Order picking (20%)

These are areas already proven ripe for automation. Yet executives admitted paperwork in particular leads to:

• Delays in processing and approvals
• Increased labor costs 
• Data errors 
• Customer complaints & lost business

For VARs, this is a green light opportunity to position automation, voice, and wearable tech that eliminates manual input and paperwork bottlenecks.

The Downtime & Safety Opportunity

51% reported equipment downtime daily or weekly, and 84% said it disrupts operations at least monthly. That’s a staggering drag on productivity — and a strong case for predictive analytics and automated maintenance alerts.

At the same time, executives admitted their biggest preventable safety risks include:

1. Machinery accidents (22%)
2. Vehicle accidents (21%)
3. Falling objects/improper storage (20%)
4. Manual handling injuries (18%)

This is where the narrative shifts: VARs should lead with technology that protects people. From machine vision that detects hazards to wearables that reduce manual strain, human-safety technology is often the easiest way to overcome executive reluctance to automation.

Reluctance Around AI & Automation

Here’s the paradox:

• 41% already use AI daily.
• 60% say they plan to adopt autonomous vehicles.
• Wearables and RFID are already common.

And yet, when asked directly where AI and automation could improve efficiency, executives were cautious. They downplayed gaps in forecasting, layout efficiency, and inventory counts — all areas where automation clearly creates value.

For VARs, this means the sales challenge is twofold:

1. Make managers comfortable with new tech.
2. Reassure them that automation supplements workers rather than replaces them.

Brand Loyalty Matters When It Comes to the Edge

When it comes to operational tech — scanners, printers, mobile computers — brand loyalty remains strong.

• 100% rated brand as mostly important, important, or very important—no one indicated that brand was less important, or not important

• The #1 factor in upgrades: quality and reliability.

For challenger brands, the opening is compatibility and integration. For incumbents, the advantage is trust and consistency.

What This Means for VARs & ISVs

• Lean on safety and human-centric messaging. Execs will acknowledge safety gaps before they admit to inefficiency.
• Expose contradictions. Pair self-reported confidence with the manual processes behind it — that’s where the opportunity lies.
• Target paperwork, downtime, and repetitive tasks first. These are pain points execs are most comfortable admitting.
• Reassure, don’t threaten. Position AI and automation as tools that empower workers, not replacements.
• Match brand loyalty with integration stories. Compatibility with existing systems is just as important as cost.

Closing Thought

Industrial executives may not admit every inefficiency, but their answers reveal the cracks. For VARs and ISVs, the path forward is clear: lead with safety, lean into contradictions, and show how automation makes people more effective.