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Avoiding the Robot Hype Trap

There are some robots that are ready for work in F&B, but the hype that surrounds humanoid robots makes it tough to tell the difference between what’s real and what’s fantasy.

This is an early version of Boston Dynamics' Atlas robot that uses hydraulics (and continues to leak fluid). While we saw the updated version that is all electric and only for research, we were not allowed to photograph it.
This is an early version of Boston Dynamics' Atlas robot that uses hydraulics (and continues to leak fluid). While we saw the updated version that is all electric and only for research, we were not allowed to photograph it.

According to the hype of 2018, there shouldn’t be a steering wheel in my car right now because our electric vehicles should be autonomously ferrying us around. We can clearly see that hasn’t happened, but it brings up an important point about hype and recognizing what’s immediately available and what’s still yet to come, especially as it relates to robots in food and beverage manufacturing. Some of you in the ProFood World audience may have already had someone in your organization asking why something they’ve seen online isn’t in your facility. The reality is: It’s not ready yet.

I used to write for a magazine that covered autonomous and electric vehicles. I received the hype firsthand about how we were this close to not only having electric cars ferry us around autonomously, but how we could then hop out of the car into an eVTOL (electric vertical take-off and landing) and avoid ground-based traffic entirely. Admittedly, it was very convincing, but that type of hype has the potential to gaslight people into thinking that something is available right now. The tech world moves so fast that it’s easy to convince oneself that fiction could in fact be reality.

There’s one company, and one person in particular, in the automotive or tech space that’s especially good at driving hype. That hype, in turn, drives market share and improves the company’s valuation. It’s a strategy that helps to get this company more investors that fund projects, some of which may even be what’s being hyped. The problem is that how the tech space operates is so much different from food and beverage.

Food and beverage isn’t the tech industry

Think about alternative protein as an example. There are companies in that space that received investments due to the tech-heavy nature of certain products. Many of those investors also came from the tech space. Those investors wanted quick returns on their investments. The returns didn’t come very quickly because food and beverage traditionally works much more slowly than, well, most industries. The fallout from this tech-industry take on F&B is still being seen. No, I won’t name names.

The previous paragraph isn’t meant to be a slight against alternative protein, the types of investments that have happened in the space, or a critique on companies that have employed this strategy. It’s simply a means to highlight how F&B is a completely different industry from tech.

Given the workforce troubles that have plagued manufacturing in the U.S., it’s easy to see how some would want to fill the void with a humanoid robot. After all, isn’t that the logical next step to the type of automation already arriving on shop floors?

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