There is a lot of noise in the automation market about artificial intelligence. But when you cut through the hype, the truth is that most AI today is not delivering on its promise – at least not outside of tightly embedded applications.

Where AI is working well is inside hardware. Take our Boston-based partner RightHand Robotics: the way they apply learning algorithms to their camera vision and robotic picking allows for more accurate picking which gets better for every pick made. Or Omnimod, with its machine-learning camera-system that optimizes carton routing for better sequencing and flow of goods. These are focused, AI-embedded equipment – and they work. 

 
But the disruptive opportunity lies elsewhere: AI that operates across systems. Software that sees the bigger picture, connects the dots between AI-embedded equipment, teams, and data flows – and turns trends and events into action. 

Orchestration that Connects the Dots 

At Element Logic, we do not just invest in building features – we build orchestration. 

Our hardware-agnostic software suite is purposefully designed to integrate with a wide range of best-in-class technologies, from AutoStore to AMRs to conveyors and packing systems. This flexibility enables us to act as the “central nervous system” of warehouse operations – connecting inputs, orchestrating outputs, and creating an end-to-end flow of intelligence. 

It is not just about collecting data – it is what you do with it. As Christian Rognes, our Group Chief Product Officer, puts it:

AI should not just give you dashboards. It should suggest and sometimes execute solutions – and learn from them. That is the power of orchestration. Instead of static reporting, you get dynamic decision-making: automation that sees, understands, and adapts in real time.

Christian Rognes, CPO at Element Logic

“AI should not just give you dashboards. It should suggest and sometimes execute solutions – and learn from them. That is the power of orchestration. Instead of static reporting, you get dynamic decision-making: automation that sees, understands, and adapts in real time.” 

AI That Acts, Not Just Observes 

Let us ground this with a simple, real-world use case. In our eManager platform, a human picker receives an item at a port, picks it, places it into a carton, and confirms the pick on a screen. But camera systems are already advanced enough to recognize actions like picking or placing items without manual confirmation. 

As this technology matures, orchestration platforms will be able to interpret these signals directly and trigger the next step automatically. This reduces friction, cuts errors, and enables smoother collaboration between people and systems. At Element Logic, we are building the orchestration layer that can turn system observations into intelligent action – because AI should not just see, it should act. 

Putting People at the Core of Tech 

Element Logic is not just a robotics partner or automation system integrator – we are becoming a technology company.

That means we are not just adding features; we are designing outcomes. We follow a proven Product Operating Model, as you’ll find in the best technology organizations in Silicon Valley or elsewhere, which emphasizes:

• Empowered Product Teams: Small, cross-functional units with product managers, designers, and engineers solving problems, not ticking boxes 

• Continuous Discovery and Delivery: Ongoing validation with real users, aiming at continuous release of value to customer production systems 

• Outcome over Output: Measuring success by impact, not feature count 

• Strong Product Leadership: Clear priorities, aligned roadmaps 

• Customer-First Culture: Solutions grounded in actual user needs 

These teams do not sit in labs. They are on-site, co-creating with our customers through design sprints. We also conduct anthropological work where we observe warehouse workers over time to uncover insights they may not even be aware of themselves. 

It is tech, built with humans – not just for them.

Smart Innovation Built on Trust 

In an industry that prizes reliability, innovation cannot come at the cost of trust.  
At Element Logic, we strike a deliberate balance: we invest in emerging technologies, model training, and R&D – but we also build with delivery in mind. 

We focus on high-quality execution that scales. This means validating before scaling. Listening before shipping. Earning confidence before pushing boundaries.

Christian Rognes, CPO at Element Logic

As Christian notes – we focus on high-quality execution that scales. This means validating before scaling. Listening before shipping. Earning confidence before pushing boundaries. That balance – disruption with discipline – is core to who we are. 

Why It Matters – For You and for Us 

Our ambition is not just to optimize warehousing worldwide. It is also to optimize outcomes. And we believe the companies that win in this next chapter of automation will be those who: 
 

• Understand the full warehouse context, not just parts of it 

• Prioritize data orchestration  

• Build modular, intelligent, human-centered platforms 

• Commit to customer empathy and product excellence 

At Element Logic, we are already moving in this direction. Our unique combination of software-driven orchestration, deep domain expertise, and customer-led product teams positions us to lead the industry – not just in adoption, but in impact. 

Because the future of automation is not just more robots. It is smarter, and more human technology that helps people, processes, and machines perform at their best. 

That is what we do every day – automation that thinks, with you in mind.