Source: Aaron Prather

“The essence of strategy is choosing what not to do.” – Michael Porter, Harvard Business School Professor

In the early 20th century, the automotive industry was characterized by a lack of standardization, with each manufacturer designing and assembling vehicles uniquely. This diversity led to challenges in repairs, inefficiencies in supply chains, and obstacles to mass production. The introduction of standardized parts and assembly methods, notably through the development of the assembly line by pioneers like Ransom Olds and Henry Ford, revolutionized the industry. These innovations enabled mass production, reduced costs, and made automobiles more accessible to the general public.

The establishment of organizations such as SAE International (originally the Society of Automobile Engineers) further facilitated standardization by developing technical standards for the industry. Founded in 1905, SAE played a crucial role in unifying engineering practices, contributing to the automotive sector’s transformation into a global powerhouse.

Fast-forward to today, and the aerospace industry is another testament to the power of standards. From ensuring the compatibility of parts across manufacturers to establishing rigorous safety protocols, the reliance on shared guidelines has enabled unparalleled advancements. The Aerospace Industries Association (AIA) emphasizes that harmonizing safety standards and certification is crucial as new, innovative technologies are developed. Technical input from the industry into the certification of these technologies ensures that the future of aviation and aerospace activities is safer than ever while not impeding progress to new frontiers of flight. Passengers trust airplanes because standards make safety a predictable outcome, not a gamble.

These industries demonstrate a crucial lesson: standards are not a bureaucratic burden—they are the foundation of progress and trust.

Now, consider the rapidly growing field of robotics. From healthcare and logistics to agriculture and manufacturing, robots are reshaping industries and redefining how we work and live. However, this expansion comes with challenges. Robots must safely interact with humans, integrate seamlessly into existing systems, and operate reliably across diverse environments. Without clear standards, achieving these goals becomes a fragmented and inefficient process, stifling innovation and limiting adoption.

For the robotics industry to achieve its full potential, standards must play a central role. Shared guidelines enable interoperability, ensuring that robots from different manufacturers can communicate and collaborate. Standards establish trust by providing a consistent framework for safety, performance, and ethical considerations. They also streamline compliance with regulations, reducing costs and opening doors to global markets.

This is why companies in robotics need a clear strategy and a strong commitment to contributing to standards development. It’s not just about meeting current requirements—it’s about shaping the future. Organizations that actively engage in setting standards gain a competitive edge by aligning their innovations with the evolving needs of the industry. They influence the direction of regulations, anticipate market demands, and reduce the risk of costly redesigns or non-compliance.

The power of standards lies in their ability to unify and amplify. Just as they propelled the automotive and aerospace industries to new heights, standards hold the key to unlocking sustainable growth and innovation in robotics. By committing to their development, robotics companies can ensure not only their own success but also the responsible advancement of the industry as a whole.

Find A Standards Organization To Work With

Several organizations are leading the development and maintenance of these essential standards. The Association for Advancing Automation (A3) is a leader in promoting the safe and effective use of robotics. Based on ISO 10218, A3 developed the ANSI/RIA R15.06 standard, which addresses industrial robot safety while providing training and resources for companies to understand and implement these guidelines. By fostering collaboration between manufacturers, users, and regulators, A3 ensures that safety remains a priority as the industry grows.

Underwriters Laboratories (UL) is renowned for its rigorous safety testing and certification programs, focusing on collaborative robots and healthcare robotics. UL certifications demonstrate compliance with safety standards, enhancing trust and ensuring reliable performance. ASTM International develops standards that focus on the performance and interoperability of robotics, particularly in specialized areas like autonomous mobile robots and hazardous environments. Their guidelines ensure that robots can operate effectively across different applications while minimizing risks.

Global organizations like the International Organization for Standardization (ISO) and the International Electrotechnical Commission (IEC) provide comprehensive frameworks for robotics. ISO standards, such as ISO 10218 for industrial robots and ISO 13482 for personal care robots, address safety, functionality, and performance. The IEC complements this by focusing on electrical and electronic aspects of robotics, including functional safety and cybersecurity, ensuring reliable and secure operation in various environments.

For the robotics industry to achieve its full potential, companies must actively engage in shaping and adopting these standards. This means participating in industry organizations, aligning innovations with evolving requirements, and collaborating with regulators and peers to ensure safety and interoperability. Standards are not merely a regulatory hurdle—they are a strategic tool for fostering trust, driving innovation, and unlocking global opportunities. By committing to their development and application, robotics companies can lead the industry toward a future that is not only innovative but also safe, efficient, and sustainable.

Some Examples Of Successes

First Humanoid Deployment Into A Warehouse

My first encounter with Agility Robotics, known for their Digit Robot, was at a meeting to develop ANSI/R15.08 when some Agility engineers attended. It was very clear they knew that standards would open doors for them when it came to large corporate customers. This is because most large companies have internal mechanisms that force them to use products or processes that follow a global standard. How many companies like showing off their ISO 9001 credentials?

The first documented deployment of Digit into a real-world working environment occurred on June 5, 2024, at a GXO Logistics facility near Atlanta, Georgia. In this setting, Digit was tasked with repetitive material handling duties, such as moving totes and placing them onto conveyors. It effectively integrated with existing automation systems to enhance operational efficiency. This deployment followed a successful proof-of-concept pilot conducted in late 2023, where Digit’s capabilities were evaluated in a live warehouse environment. The positive outcomes of this pilot led to a multi-year agreement between Agility Robotics and GXO Logistics, aiming to expand the use of Digit robots across various logistics operations. According to Melonee Wise, during the A3 Humanoid Robotics Forum, the team followed ANSI/RIA R15.08 as well as other standards to make the deployment a success.

Fetch Robotics Acquired By Zebra Weeks After Becoming First AMR In Compliance With R15.08

Speaking of Melonee, who was a leader in getting ANSI/RIA R15.08 published while still at Fetch, announced in May 2021 that their AMRs were officially the first to be in full compliance with the new ANSI / RIA standard R15.08. By July of 2021, Fetch was acquired by Zebra Technologies for $290 Million.

As someone that has worked in a large global firm that worked with startups, having them already in compliance with international standards was a huge win. There were many reasons for this. First, startups adhering to international standards ensure compatibility with global supply chains, regulatory requirements, and industry practices. This reduces the time and cost associated with reconfiguring processes or redesigning products to meet these standards.

For our executive team, conformance to international standards signals that a startup’s products or services are designed with regulatory compliance in mind. This minimizes the risks of fines, recalls, or operational shutdowns due to non-compliance, making the acquisition a safer investment. Adhering to international standards requires structured processes, quality management systems, and a focus on safety and reliability. This signals that a startup operates with a level of discipline and maturity that reduces the risk of operational inefficiencies, making it a more attractive acquisition target.

The Hidden Benefit Of Participating – Insider Information

Insider information often has a negative image linked to unethical behavior or unfair advantages. However, it plays a positive and invaluable role in standards development. Startups participating in creating or complying with industry standards gain a unique perspective on future trends. This involvement provides insights into emerging industry shifts, changing regulatory demands, and the strategic trajectories of various sectors.

Startups collaborate with industry leaders, policymakers, and technical experts by joining standards-setting committees and initiatives. This participation equips them with early awareness of potential standards or regulatory changes that could influence product design, manufacturing, or market entry. With this knowledge, startups can proactively align their innovations with new standards, ensuring compliance and relevance as the industry progresses.

Larger companies recognize the importance of this forward-thinking strategy. By acquiring startups engaged in standards development, they benefit from these insights and the strategic foresight these companies provide. For large organizations, this can lead to an edge over competitors by anticipating market demands, swiftly adapting to regulatory changes, and positioning their products as ready for the future.

For instance, a startup focused on safety standards for collaborative robots may already design systems to meet requirements that won’t be mandatory for years. This foresight minimizes the need for expensive redesigns and speeds up market readiness when regulations evolve.

Collaborating With Your Competitors

At first glance, working with competitors on industry standards seems counterintuitive. Companies usually prioritize differentiation in innovation. However, participating in standards development can provide significant benefits that outweigh concerns. This collaboration drives success and innovation.

When companies establish standards together, they influence their industry’s future. Participation allows them to shape practical, forward-thinking standards that encourage innovation and offer a competitive edge.

Collaboration in standards development creates a foundation that benefits everyone. Standards ensure interoperability, safety, and reliability, allowing companies to focus their resources on real differentiators like user experience and advanced features. Rather than solving the same foundational issues separately, companies can collectively address them and advance the industry.

Moreover, working with competitors builds valuable relationships, encouraging discussions and potential collaborations on shared challenges, such as regulatory compliance and supply chain optimization. Such connections are crucial in sectors requiring cross-company cooperation, like robotics, where interoperability is essential.

Additionally, engaging in standards development shows a company’s commitment to the industry, enhancing its reputation as a trustworthy leader. Stakeholders view involved companies as more credible and forward-thinking.

Collaborating with competitors on standards can inspire internal innovation by exposing teams to diverse perspectives and fostering creativity and adaptability.

In conclusion, collaboration with competitors in standards development enhances the industry, facilitating the emergence of companies as leaders whilst aligning innovations with a collective vision for advancement.

Finally, The Growing Presence Of Chinese Influence In Standards

The power of standards has been proven time and again, from the automotive industry’s transformation through mass production to the aerospace sector’s unparalleled advancements in safety and interoperability. Today, the robotics industry stands at a similar crossroads, where standards are not merely beneficial—they are essential for fostering innovation, ensuring safety, and unlocking global market opportunities. Standards provide the framework for trust, efficiency, and collaboration that enables industries to thrive.

A growing factor influencing standards development is the increasing role of China. The country has been actively flooding standards organizations with experts as part of a broader strategy to position itself as a global leader in robotics through standardization. By heavily participating in these efforts, China is shaping the rules that govern the robotics industry, aligning them with its own technological advancements and market priorities. This strategy not only strengthens China’s influence on the global stage but also places pressure on other nations and companies to step up their involvement in standards development to ensure balance and inclusivity.

Participating in standards development is not just about compliance or avoiding penalties for robotics companies—it’s about shaping the industry’s future. By engaging in these efforts, companies gain insider knowledge of emerging trends and regulatory shifts, positioning themselves ahead of the curve. They also demonstrate a commitment to responsible innovation and global collaboration, which enhances their reputation and strengthens customer trust.

Furthermore, standards development is a collaborative endeavor, often requiring companies to work alongside competitors. While this may seem counterintuitive, it ultimately benefits everyone by addressing foundational challenges collectively, allowing companies to focus on innovation and differentiation. It fosters a spirit of cooperation that leads to stronger industry ecosystems and new opportunities for partnership and growth.

As China’s influence in robotics standardization grows, it is more important than ever for companies worldwide to actively participate in shaping the rules of the game. By doing so, they can ensure that the global robotics industry remains inclusive, innovative, and aligned with the shared goals of safety, reliability, and progress.

In the end, standards are far more than technical guidelines—they are the foundation of trust, the catalyst for innovation, and the key to global leadership. By committing to standards development, companies are not only securing their place in the future of robotics but also contributing to the responsible and sustainable advancement of this transformative industry. The lesson is clear: to lead, one must first help shape the path forward.