AI, Robotics & Leadership: Lessons from A3 Technology Strategy Board Member

Interviewer: Stu Shepard, thank you so much for joining me today. You are the President of Shepard Solutions and serve on the A3 Robotics Strategy Board. We’re going to talk about A3 and robotics. Let’s start with A3—this year we’re celebrating 50 years as an association. As we look back through the history books and remember some of our favorite moments in the industry, what stands out to you in your own career?

Stu Shepard: A3 has definitely been a highlight of my career. I’ve been very active with A3 since around 2002, and even a little before. I’ve had the pleasure of watching A3 evolve from what was once the ATC and its original “daughter” associations into the unified A3 we have today. That transition has been fantastic and has really benefited our industry.

Over the years, A3 has developed into a true industry leader—a place for mentorship, networking, and knowledge sharing, which I find incredibly valuable. My own career has progressed alongside that. I’ve served on various boards, I’m a past chairman of A3, and I’m also a past chairman of what used to be RIA. I’ve seen the organization from many angles, and every step along the way has been enjoyable and value-adding.

My career has also changed a lot—from traditional sales roles to general management and leadership positions across different companies. Every one of those companies was an A3 member and saw real value in that membership.

Interviewer: Why is giving back and serving on the board so important to you?

Stu Shepard: With any organization, anything worth doing is worth doing well—and what you give, you tend to get back many times over. That’s certainly been the case with A3. Some of my favorite mentors and experiences have come from A3—both from leadership within the organization, like Jeff Burnstein, and from my peers on the boards.

I also believe the industry is stronger when we work together as a team, rather than as individual companies. There’s a lot of advocacy that needs to happen, and it’s not always appropriate for a single company to take that on alone. A3 can be that consolidated, louder voice, which is important because there are still many misunderstandings about the industry and the technology. We need harmonization of message and focus, and A3 is a great way to achieve that.

Interviewer: Exactly—and as you know, A3 brings together integrators, suppliers, manufacturers, and the whole ecosystem.

Stu Shepard: That diversity is key. When the organization first started, it was just robotics industry members. As we’ve added other players in the industry, it’s created a better fit overall and given us a stronger voice, bringing in different perspectives that make the organization healthier.

Interviewer: Let’s shift to AI. There’s a lot of misunderstanding about it—sometimes even the definitions vary. Do you think AI should be embraced or feared?

Stu Shepard: It needs to be managed. And A3 is a great place to help manage that conversation. It’s similar to what we saw with the early days of robotics—people had a lot of misconceptions. Many still do, but over time, we’ve bridged that gap. We’ve helped people understand what robots actually are and what value they bring. We’ve debunked fears about robots taking jobs or causing unemployment.

AI is similar in some ways, but it’s broader and less tangible—you can’t touch AI—so the fear is greater. That’s why it’s important to have people with real-world understanding actively involved. Too often, the people legislating on these topics don’t truly understand the technology; sometimes they’re still struggling with basic devices, let alone complex AI.

As industry professionals, we need to lead with knowledge, understanding, and real examples—highlighting what’s good and what’s not. Facts are key, and A3 is a great platform for sharing them.

Interviewer: Hopefully we’re doing some of that right now.

Stu Shepard: Exactly. And use cases will help too. Many people don’t know what’s possible or what’s appropriate with AI, so it’s up to us to present strong examples, validate them, and separate them from the fear narratives.

Interviewer: Which is a good place to plug our AI course. We’re excited about it—we ran it at the AI & Smart Automation Conference, and now it’s going online. Stu Shepard: That’s great—it’s scalable, accessible internationally, and the key is making sure people know it exists. A3 should be recognized as the go-to source for this kind of information.

Interviewer: You’ve had a long career with many leadership roles. What do you think makes a great leader?

Stu Shepard: There are several facets. First, being a servant leader—understanding the needs of both the company and its people, and creating a shared vision everyone can get behind. It’s not just about managing tasks; it’s about developing skills, capabilities, and performance.

You have to be open, trustworthy, and lead by example. Be willing to share, to be vulnerable, to admit mistakes and own them. The more human and relatable you are, the more empathetic you can be. But you also have to deliver results—keeping your eye on the goal, adapting as needed, and making course corrections along the way.

If we were still doing robotics the way we did in 1963, we wouldn’t be where we are today. The tools and accessories available now are so much more advanced. In the ’80s, it could take weeks or months to get parts for a machine-tending job; now it can happen in days or hours, freeing you to focus on solving the real problem the automation is meant to address.

Interviewer: Are there leaders who have inspired you?

Stu Shepard: Absolutely. Jeff Burnstein is one—he’s grown tremendously in his role and leads by example. Don Vincent was another great leader early on. In my early robotics career at FANUC, Eric Mittidiero was a strong leader.

You don’t have to be a president to be a leader. David Potter has been my mentor for years. Jim Cooper and Mike Cicco are great examples too. Back at General Motors, mentors like Rich Van Lee and Tom Epley invested in me, helped me develop my skills, and guided me when I needed it.

There are so many others, including board colleagues like Melonee Wise, who brings incredible entrepreneurial and technical perspective. Working with people like that keeps me coming back to A3.

Interviewer: Speaking of coming back—what makes the A3 Business Forum special for you?

Stu Shepard: The Forum is one of my favorite events of the year. I enjoy Automate, Pack Expo, and FABTECH, but this is different. It’s about people, networking, learning, and a diversity of topics—from technology to economic updates. Business is about more than technology—it’s also about people and economics, and the Forum brings all of that together.

Interviewer: Stu Shepard, thank you so much for talking with me today.

Stu Shepard: My pleasure—thanks for having me.