From Factory Floors to AI: The Robotics Evolution Through Joe Gemma’s Eyes

Joe Gemma, thank you so much for joining me today.

I'm excited to be here. Thanks—I'm really honored you invited me for this discussion.

Absolutely. You are the Chief Revenue Officer at Wauseon Machine and you're on the A3 Robotics Technology Strategy Board. Thank you so much for all of your contributions to A3 over the years. As we look back and celebrate our 50th anniversary this year, we're remembering and reflecting on some of the key moments that have happened in robotics and automation over the past 50 years. In your own career, what stands out as some really pivotal moments?

Interesting question. Certainly, a lot has happened over those 50 years. One thing that really sticks out for me is that in the early days, the idea of automation excited a lot of people and companies—they thought it was going to solve a lot of problems: lights-out manufacturing, etc. But in those early days, it didn’t quite work out as expected. It hasn’t all been positive. In fact, there were some dark times in the industry because it didn’t live up to expectations. Some engineers staked their careers on automation, telling their bosses it would revolutionize manufacturing, but it didn’t happen that way—mostly because of limitations in software.

On the positive side, software has become a major driver of progress. It’s like the transition from a rotary phone to a smartphone—it completely changed what’s possible. Software has really been one of the pivotal advancements in automation over the last 50 years, making a tremendous impact across so many sectors. Given your leadership on the A3 board and in various industry associations, including the former RAIA, how do you see collaboration between companies and associations shaping the future of automation?

That’s another great question. I believe that government, industry, education, and associations all need to work together. When they do, we can create global strategies, improve understanding of technologies, and build consistent safety standards. Associations help companies with things like safety structures and are expanding beyond traditional industrial robotics into service robotics. Associations play a role in helping companies integrate these technologies safely into everyday life. I think we’ll see more collaboration between associations, industry, and education as we move forward. You’ve been serving on the board of directors for a couple of years now. Why is it important for you to give back to the industry in this way?

I hope it’s true of all of us—we’re passionate about what we do and believe it genuinely helps people. Automation gives people the opportunity to upskill, learn new technologies, and apply them in meaningful ways. Even in our personal lives, think about something as simple as the vacuum cleaner—it’s a piece of technology that improves life. I hope by giving back, we’re helping raise the visibility of our industry to the public and supporting technological advancement. Being part of A3 and IFR is all about promoting collaboration rather than working in silos, and that’s powerful for our future.

Why did you personally get excited about working in automation? What first caught your interest in robotics?

Honestly, it was a bit of luck. Earlier in my career, I worked for a more traditional engineering company. Someone I knew was part of a company working in the then-burgeoning automation field and they needed someone with project management skills and some technical background. This was the early ’80s—robotics was still a new technology. I got excited by the potential I saw and the energy around innovation. Robotics was, and still is, a buzzword, but it had this futuristic appeal. Getting involved in that as a young person was energizing. You really felt like you were contributing to something with enormous potential.

Everyone I’ve talked to shares that passion. There’s a real excitement around automation that’s rare in other industries. As you’ve grown in your own career and become a leader, what do you think makes a good leader? What’s your leadership philosophy?

That’s kind of you to suggest I’m a good leader—I’m not sure I am! But I think people value a collaborative perspective—getting input from others, making space for different voices. I also think humor is important. Work can be stressful, so having a sense of humor helps build relationships and move forward. Collaboration and trust are key. I’ve been fortunate in my career, but I’ve never seen myself as “the leader.” It’s always been a team effort. When there are challenges, we face them together. Leadership isn’t about one person—it’s about shared success.

In your experience with IFR and A3, you mentioned increased visibility on national and global stages. How does that translate into business advantages for associations and companies?

Great question. More and more, this visibility is benefiting the industry, especially in areas like policy. National policies in the U.S. and around the world now support automation, training, and even tax incentives. Associations help shape those policies, which in turn benefit companies, countries, and workforces. That’s a key role we play—creating an environment where businesses and people can thrive with automation.

Now, you're at Wauseon Machine, which has evolved from a small contract machine shop into a multifaceted organization focused on tool development, machine building, and automation. Can you talk about the strategic decisions that enabled that growth?

You did your homework—thank you! Wauseon started as a family-owned company. They grew through sheer determination and strong customer relationships. Our CEO, Scott, has done a fantastic job building structure around that growth, especially by focusing on automation. What’s really worked is avoiding silos. We have distinct business areas, but we operate with a flat, collaborative structure. We share resources, successes, and challenges across teams. That culture of support and openness has made it possible to scale the company and build something sustainable for the future.

Considering your experience working in robotics in France and Europe, how did cultural differences impact your approach to business strategy?

Another great question. I really encourage people to live or work abroad if they can. It gives you a broader perspective on how the world works. For example, in China, business meetings often start with tea and relationship-building, not business right away. In France, people may not greet strangers like we do in the U.S.—you say “bonjour” and they wonder if they know you! But once you build trust, the support is strong. Understanding these cultural nuances really helps you build international business relationships and grow your career. It’s not just a personal experience—it deeply influences business strategy, too.

That sounds incredible. Where were you in France?

Almost like a dream—it was a valley in the French Alps, surrounded by mountains and a lake. You could see Mont Blanc even in summer with snow on top. It was absolutely beautiful. I’d walk down the street with a baguette under my arm and think, “Am I really living here?” It felt like a storybook.

Just wrapping up—what emerging technologies are you most excited about in automation?

In the near term, mobile platforms are incredibly disruptive. They’ve shifted how we think about automation. Instead of bringing the product to the automation, we can bring automation to the product. That’s huge for industries like agriculture and construction. Longer term, AI and real-time machine learning—like grasping and adapting to objects on the fly—will reshape how machines interact with the world. And Industry 4.0 connectivity will act like the central nervous system of automation.

But we’ll need to manage that carefully, because just like in the human body, if something goes wrong, the whole system is at risk.

Thank you so much for your time today. Thank you for your dedication to the industry and to our association. I hope we get to talk again in the future.

Thank you. I’m truly honored and humbled to be part of this. I appreciate the opportunity.