{"id":4278,"date":"2025-05-13T12:01:29","date_gmt":"2025-05-13T10:01:29","guid":{"rendered":"https:\/\/www.elementlogic.net\/au\/?p=4278"},"modified":"2025-05-13T12:09:11","modified_gmt":"2025-05-13T10:09:11","slug":"from-integration-to-orchestration-balancing-innovation-with-impact","status":"publish","type":"post","link":"https:\/\/www.elementlogic.net\/au\/news\/from-integration-to-orchestration-balancing-innovation-with-impact\/","title":{"rendered":"From Integration to Orchestration &#8211; Balancing Innovation with Impact"},"content":{"rendered":"<div class=\"wp-block-dekode-page-title\">\n\t\t\t<div class=\"dekode-page-title__container\">\n<h1 class=\"wp-block-post-title\">From Integration to Orchestration &#8211; Balancing Innovation with Impact<\/h1>\n<\/div>\n\t\t<\/div>\n\n<figure class=\"alignwide wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2526\" height=\"1176\" src=\"https:\/\/www.elementlogic.net\/content\/uploads\/sites\/28\/2025\/05\/CPO-Christian-Rognes-Automation-Answers.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Interview with CPO Christian Rognes on Automation Answers.\" style=\"object-fit:cover;\" srcset=\"https:\/\/www.elementlogic.net\/content\/uploads\/sites\/28\/2025\/05\/CPO-Christian-Rognes-Automation-Answers.jpg 2526w, https:\/\/www.elementlogic.net\/content\/uploads\/sites\/28\/2025\/05\/CPO-Christian-Rognes-Automation-Answers-300x140.jpg 300w, https:\/\/www.elementlogic.net\/content\/uploads\/sites\/28\/2025\/05\/CPO-Christian-Rognes-Automation-Answers-1024x477.jpg 1024w, https:\/\/www.elementlogic.net\/content\/uploads\/sites\/28\/2025\/05\/CPO-Christian-Rognes-Automation-Answers-768x358.jpg 768w, https:\/\/www.elementlogic.net\/content\/uploads\/sites\/28\/2025\/05\/CPO-Christian-Rognes-Automation-Answers-1536x715.jpg 1536w, https:\/\/www.elementlogic.net\/content\/uploads\/sites\/28\/2025\/05\/CPO-Christian-Rognes-Automation-Answers-2048x953.jpg 2048w\" sizes=\"(max-width: 2526px) 100vw, 2526px\" \/><\/figure>\n\n<p class=\"t2-ingress wp-block-t2-ingress\">At LogiMAT 2025, Chief Product Officer Christian Rognes sat down with Isaac Griffith from Proactive Global to talk about Element Logic\u2019s future, our evolving role in the warehouse automation landscape, and the growing importance of software, data, and AI.\u202f<\/p>\n\n<div class=\"wp-block-dekode-post-date\"><span class=\"date-published\">Published <time datetime=\"2025-05-13T12:01:29+02:00\">May 13, 2025 12:01<\/time><\/span> <\/div>\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Episode 13: First Autostore Integrator - the Element Logic story\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/drPpRZHm4Pw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\">Check out the whole interview here!<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-who-is-christian-rognes\">Who is Christian Rognes?<\/h2>\n\n\n\n<p>Christian joined Element Logic nearly two years ago to lead our technology transformation. With a background in global software development across fintech, public sector, and oil &amp; gas, Christian brings a fresh, outside-in perspective to the warehouse automation industry. He quickly realized that while our industry features cutting-edge machinery, it still has untapped potential when it comes to process optimization, digital maturity, and user-centric innovation.<\/p>\n\n\n\n<p>-In our industry we consider ourselves high-tech because of the machines. But true value lies in how we bring the entire warehouse process together, says Christian Rognes, Chief Product Officer in Element Logic.<\/p>\n\n\n\n\t\t<blockquote class=\"wp-block-dekode-quote\">\n\t\t\t<div class=\"wp-block-dekode-quote__icon\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"290\" height=\"300\" src=\"https:\/\/www.elementlogic.net\/content\/uploads\/sites\/28\/2024\/08\/image-97-290x300.png\" class=\"quote-image\" alt=\"Man with grey shirt\" srcset=\"https:\/\/www.elementlogic.net\/content\/uploads\/sites\/28\/2024\/08\/image-97-290x300.png 290w, https:\/\/www.elementlogic.net\/content\/uploads\/sites\/28\/2024\/08\/image-97-768x794.png 768w, https:\/\/www.elementlogic.net\/content\/uploads\/sites\/28\/2024\/08\/image-97.png 812w\" sizes=\"(max-width: 290px) 100vw, 290px\" \/><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\" height=\"96\" width=\"96\" class=\"t2-icon t2-icon-theme_quote\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M6.7808 16.5288L8.49055 13.5673C8.43289 13.5993 8.36555 13.6217 8.28855 13.6345C8.21155 13.6473 8.13464 13.6538 8.0578 13.6538C7.04114 13.6538 6.17797 13.2958 5.4683 12.5798C4.7588 11.8638 4.40405 11.0038 4.40405 10C4.40405 8.98334 4.7588 8.12017 5.4683 7.4105C6.17797 6.701 7.04114 6.34625 8.0578 6.34625C9.06164 6.34625 9.92155 6.701 10.6376 7.4105C11.3536 8.12017 11.7116 8.98334 11.7116 10C11.7116 10.3513 11.669 10.6783 11.5838 10.9808C11.4985 11.2833 11.3737 11.5718 11.2096 11.8463L8.07305 17.2788C8.00905 17.3904 7.92122 17.4808 7.80955 17.55C7.69805 17.6192 7.57305 17.6538 7.43455 17.6538C7.14739 17.6538 6.93205 17.5288 6.78855 17.2788C6.64489 17.0288 6.6423 16.7788 6.7808 16.5288ZM15.6656 16.5288L17.3751 13.5673C17.3174 13.5993 17.2501 13.6217 17.1731 13.6345C17.0962 13.6473 17.0193 13.6538 16.9423 13.6538C15.9256 13.6538 15.0626 13.2958 14.3531 12.5798C13.6434 11.8638 13.2886 11.0038 13.2886 10C13.2886 8.977 13.6434 8.11225 14.3531 7.40575C15.0626 6.69942 15.9256 6.34625 16.9423 6.34625C17.9461 6.34625 18.8061 6.701 19.5221 7.4105C20.2381 8.12017 20.5961 8.98334 20.5961 10C20.5961 10.3513 20.5535 10.6783 20.4683 10.9808C20.383 11.2833 20.2583 11.5718 20.0943 11.8463L16.9578 17.2788C16.8936 17.3904 16.8058 17.4808 16.6943 17.55C16.5828 17.6192 16.4578 17.6538 16.3193 17.6538C16.0321 17.6538 15.8167 17.5288 15.6731 17.2788C15.5296 17.0288 15.5271 16.7788 15.6656 16.5288Z\" fill=\"var(--t2-icon-fill, #000)\"\/><\/svg>\n\t\t\t<\/div>\n\t\t\t<div class=\"wp-block-dekode-quote__text\">\n\t\t\t\t<p>In our industry we consider ourselves high-tech because of the machines. But true value lies in how we bring the entire warehouse process together.<\/p>\n<cite>Christian Rognes, Chief Product Officer in Element Logic.<\/cite>\n\t\t\t<\/div>\n\t\t<\/blockquote>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-from-manual-racks-to-market-leader\">From Manual Racks to Market Leader\u202f<\/h2>\n\n\n\n<p>Christian reflected on our 40-year journey &#8211; from manual warehouse solutions to becoming the first and largest AutoStore partner. He acknowledged the early days when betting on AutoStore was a huge risk, nearly bankrupting the company &#8211; but that risk paid off. Today, this partnership is still core to our strategy.\u202f<\/p>\n\n\n\n<p>Looking ahead, Element Logic will continue to be a strong AutoStore partner &#8211; but will also expand its tech ecosystem to include other best-in-class OEM offerings such as complementary AMRs, conveyors, packing machines and AI-driven technologies to address the full warehouse workflow.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-broader-vision-for-the-next-5-years\">A Broader Vision for the Next 5 Years<\/h2>\n\n\n\n<p>While AutoStore continues to evolve, Element Logic is also focused on what happens outside the cube &#8211; on inbound, outbound, sorting, picking, and orchestration. Our software and data strategy will be key to unlocking efficiency across all warehouse touchpoints.<\/p>\n\n\n\n<p>We are already making moves:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Initiated an exclusive partnership with <a href=\"https:\/\/www.elementlogic.net\/au\/news\/pilot-project-with-new-technology-exceeds-expectations\/\">Omnimod<\/a>, a best-in-class omnidirectional sorting technology for sophisticated sorting scenarios for staging, sequencing and more.<\/li>\n\n\n\n<li>Becoming a thought leader in <strong>AI-driven robotic piece picking<\/strong>, proving this technology\u2019s ROI in pharma, apparel, production and e-commerce\u202fin general.<\/li>\n\n\n\n<li>Enhancing our data orchestration capabilities to give customers real-time insight and operational flexibility.<\/li>\n<\/ul>\n\n\n\n<p>\u201cAI should not just give you dashboards. It should recommend actions &#8211; and learn from them\u201d, Christian says.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-striking-the-balance-between-innovation-and-reliability\">Striking the Balance\u202fBetween Innovation and Reliability<\/h2>\n\n\n\n<p>Christian emphasized the importance of balancing big-picture innovation with rock-solid delivery. While his team is building long-term R&amp;D capabilities (like AI models that train overnight), they are also laser-focused on making today\u2019s solutions reliable and scalable.<\/p>\n\n\n\n<p>A good example of this is how we have been working with robotic piece picking for years &#8211; including our eOperator solution powered by RightHand Robotics. It is great to see AutoStore now entering this space with their new CarouselAI. A clear sign that AI-driven picking is becoming a core part of warehouse automation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-final-thoughts-focus-simplicity-and-customer-understanding\">Final Thoughts: Focus, Simplicity, and Customer Understanding<\/h2>\n\n\n\n<p>Christian closed the interview with a reminder: the most exciting technologies are often the simplest. He is most inspired by innovations that make everyday operations smoother &#8211; whether that is camera systems for intelligent item verification or frictionless, AI-powered shopping experiences.<\/p>\n\n\n\n<p>\u201cTechnology should simplify, not complicate. And our role is to deeply understand our customers &#8211; not just their equipment\u201d, he continues.<\/p>\n\n\n\n<p>Element Logic is not only optimizing warehouses &#8211; we are also shaping the future of how automation, AI, and human expertise come together.<\/p>\n\n\n\n\t\t<div class=\"wp-block-dekode-simple-cta\">\n\t\t\t<div class=\"dekode-simple-cta__inner\">\n\n<h3 class=\"wp-block-heading\" id=\"want-to-learn-more-about-how-element-logic-can-optimize-your-warehouse-performance\">Want to learn more about how Element Logic can optimize your warehouse performance?<\/h3>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.elementlogic.net\/au\/contact-us\/\">Get in touch today<\/a><\/div>\n<\/div>\n\n<\/div>\n\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Who is Christian Rognes? Christian joined Element Logic nearly two years ago to lead our technology transformation. With a background [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":4282,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"hreflang_relation":0,"_el_cross_publish_source_blog_url":"","_el_cross_publish_source_blog_id":0,"_el_cross_publish_source_post_id":0,"_el_cross_publish_sync_state":"","exclude_from_search":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4278","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.9 (Yoast SEO v23.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>From Integration to Orchestration - Balancing Innovation with Impact - Element Logic AU &amp; NZ<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From Integration to Orchestration - Balancing Innovation with Impact\" \/>\n<meta property=\"og:description\" content=\"Who is Christian Rognes? 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