That marketers increasingly use robots and automation equipment in their TV ads should come as no surprise. To them, such machinery represents the product they're selling: An automatic and simple push-button solution to the problem consumers are worried about at that moment.

Many people are afraid of snakes and spiders. But, robots and other machines also create anxiety and trepidation in some humans. While Industry 4.0 technology, such as artificial intelligence, augmented reality, collaborative robots, data analytics and digital twins, now make it easier than ever for humans and machines to work in close proximity, fears persist.

Does this sound familiar? Management envisions "a sea of robots" on the shop floor. They haven't deployed robots before, and they don't have a specific goal in mind. They just want "automation." The next thing you know, there's a collaborative robot on the loading dock. Your job: Find something to do with it.

Poet and civil rights activist Maya Angelou wrote, “You can’t really know where you are going until you know where you have been.”