Feature

What’s next for machine automation?

At ABB Robotics’ recent open day, Editor Sophia Bell had the opportunity to sit down with Andrew Norcliffe, Managing Director of Machine Automation at B&R Industrial Automation, to talk about the current state of machine automation in the UK, persistent misconceptions, and what the future looks like.

01/08/2025 14:35:45

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In your experience, what misconceptions do UK businesses have about machine automation, and how do you address them?
I think the common misconception is that it's
complicated – and it absolutely isn’t.

At B&R, we aim to make our software as intuitive as possible. So, we’re moving away from expecting engineers to be
really high-level programmers, to a space where they can configure things that are already predefined. Our hardware platform is very powerful and scalable, and that can appear
quite daunting to some customers.

However, once they actually start rolling up their sleeves and utilising our software, those fears are allayed.

What has driven B&R to
make its software more intuitive?
With our software, we're focused on the machine building and OEM space. What are they ultimately trying to do?

Read the full article in DPA's August 2025 issue

Written By Sophia Bell

Sophia Bell is the Group Editor of DPA, Connectivity, and PBSI. She joined the team in 2020 as Assistant Editor after achieving a First-Class Honours BA in English Literature and Film Studies from the University of East Anglia. In her current role, she leads the editorial strategy, driving digital growth and ensuring each title continues to deliver trusted, relevant insight for engineering and manufacturing professionals.