If you're headed to Automate 2025, let this be your guide to maximizing every minute at the largest automation showcase in the Americas. We've packed this article with insider tips, must-see attractions, and practical advice to help you navigate the sea of innovations and opportunities waiting for you at Huntington Place. And yes, this guide has info for new and returning visitors.
After reading this guide, you'll know how to prioritize your time, which exhibitors to target, where to find the coolest demos, and how to avoid "trade show fatigue" that can derail even the most seasoned attendees. Think of this as your roadmap to Automate excellence!
Jump to exactly what you need:
- Experience Automate like a pro (for new attendees)
- Your fast track to what's new (for returning attendees)
- Planning and getting ready
EXPERIENCE AUTOMATE LIKE A PRO (FOR NEW ATTENDEES)
First time at Automate? Or has it been a while since you attended? Well, you're in for a treat! The Association for Advancing Automation (A3), producers of Automate, continue to enhance and expand the show experience every year. The ultimate goal: you leave inspired and empowered to achieve your automation goals. Here’s your guide to help make this happen.
How to navigate 800+ exhibitors
With over 800 exhibiting automation companies, it can be hard to see everything in just four days (or less). The key is defining your goals before you even set foot in Detroit.
Are you looking to solve a specific production challenge? Comparing different robot integrators? Exploring what's new in AI, vision systems, or motion control? Curious about simulation software and digital twin technology?
Having clear objectives will help you stay focused once you arrive. If you need help defining your goals, our free automation assessment quiz is a great starting point.
.png "A blue gradient banner featuring the text 'YOUR PATH TO AUTOMATION: WHAT'S YOUR NEXT MOVE?' with a 'TAKE THE QUIZ' button. A preview of quiz questions is shown on the right, including 'How familiar are you with automation?' and 'What stage are you at in your automation journey?'")
After you know what you’re seeking, review our exhibitor list to pinpoint your must-visit companies. From there, you can see where their booths are located on the floor plan to map your visit. We recommend dividing the floor plan into sections and tackling different areas each day to avoid walking back and forth across the show floor.
Must-see show experiences
Beyond the many exhibitors on the show floor, you’ll also find educational sessions and events that are completely free with your show badge. Make sure to check out the Automate Show Theater, where industry experts discuss the latest automation trends and advancements. There are panels, competitions, presentations, and more.
If you are interested in autonomous mobile robots, stop by the daily AMR Technology Demonstrations. Watch as they navigate real-world scenarios and learn about the benefits of this growing technology. Speaking of product innovations, the Innovation Stage is where cutting-edge solutions make their debut. It's like getting a glimpse into the future of automation.
There are also specially curated events and areas for students and educators. For example, the Education Pavilion is a great place to network with companies and learn about potential career paths. You can even see what companies are hiring before you visit.
If you want to level up your experience, consider upgrading your pass to attend the Automate Conference. Yes, it's an additional investment, but the deep-dive sessions and networking opportunities with industry thought leaders are invaluable if you're serious about strengthening your automation knowledge and getting a competitive advantage.
Stay tuned for showstoppers
While every Automate Show brings surprises, there are always a few showstoppers worth seeking out. From dinosaurs walking around to robots serving beverages to a drum performance, you never know what will pop up. We're hearing whispers about some impressive demonstrations for 2025. Follow Automate on social media for the latest updates as we get closer to the show.
BONUS: Pro planning tips from past attendees
- Book meetings with exhibitors or prospects in advance before schedules fill up.
- Build in breaks throughout the day — your feet and brain will thank you.
- Leave room for networking. Some of the most valuable connections happen during coffee breaks or before demos and presentations.
YOUR FAST TRACK TO WHAT'S NEW (FOR RETURNING ATTENDEES)
Whether this is your seventh Automate or it’s been a couple of years, get ready to reconnect with old favorites while discovering the latest innovations that are shaping the future of automation. Let’s take a look at what’s new from last year’s event.
200 new exhibiting companies
These new exhibitors are a mix of industrial giants and emerging startups from around the world. With them, we continue to expand our robotics showcase as well as machine vision and sensor capabilities. Additionally, this year’s exhibitor list is bringing even more AI-powered automation and digital solutions, with many new companies showcasing ways that improve workflows and decision-making.
Automate Conference topic paths and sessions
The Automate Conference continues to see a refresh every year based on attendee feedback. We've updated our sessions to include a robust mix of actionable takeaways, case studies, and future-focused presentations.
Brand new topic paths for 2025 include Simulation & Digital Twins, where you'll learn practical approaches to implementing these technologies. Our Sustainability topic addresses how automation can reduce waste and energy consumption while improving your bottom line. Plus, the enhanced Business Case for Automation sessions share advice on getting started, understanding the ROI, and making your case.
Fresh speaker lineups and discussions
This year’s keynote lineup features visionaries and tech leaders revolutionizing teams, industries, and the way we work. Catch the must-see sessions featuring the Detroit Lions, NVIDIA, Schneider Electric, and Teradyne Robotics. They take place every morning before the show floor opens. You’ll also find exciting speakers in the Automate Show Theater and Innovation Stage. Plus, the Empowerment Forum returns to spotlight women driving change in the automation industry.
Student Challenge with REC Foundation
Don’t miss the debut of the Automate Student Challenge sponsored by Siemens. Pre-selected middle and high school student teams will compete in Robotics Education Competition Foundation challenges to solve real-world automation problems using VEX Robotics and VEX Factory Automation platforms. Watch as they turn ideas into reality right before your eyes!
PLANNING AND GETTING READY
Now that you’re equipped with tips to make the most of your Automate visit, let’s talk about travel planning and logistics to ensure a smooth trip.
Travel tips
Book your hotel as soon as possible with onPeak, Automate’s ONLY official housing coordinator. Detroit fills up quickly during Automate, and the closest hotels to Huntington Place are the first to go.
If you're flying in, Detroit Metropolitan Wayne County Airport (DTW) has direct flights from most major cities. Once you arrive, rideshare services and the Detroit People Mover provide convenient transportation options to downtown. Learn more about getting around Detroit here.
Registration and badge pickup
Save yourself time by registering online before the show. If you do, details for badge pickup will be sent via email. If not, the registration desk opens at 7 a.m. on Monday and 7:30 a.m. on Tuesday through Thursday. Please note that the registration area gets pretty crowded between 8-10 a.m., so plan accordingly.
Download the Automate mobile app
The Automate 2025 app will be your command center during the show, with real-time updates, schedule features, and exhibitor information at your fingertips. We will send an email notification once it is available for download in mid-April. You can sign up for email updates here.
Where to eat and unwind in Detroit
From quick lunch spots to higher-end dinner destinations perfect for client meetings, we've compiled recommendations for every budget and timeframe in our guide to Detroit. You’ll find plenty of excellent options within walking distance of Huntington Place — plus sightseeing experiences if you have the time.
.jpg "Graphic titled “WHAT TO BRING TO AUTOMATE” on a blue gradient background with the Automate logo. The graphic displays a checklist of essential items for attendees: business cards, comfortable shoes, layered clothing, mints, notebook (or digital note-taking device), pens or pencils, portable charger, reusable water bottle, and snacks.")
CAN’T WAIT TO SEE YOU AT AUTOMATE
From the tech to the people and making the connections that drive our industry forward, this powerful event is where futures are made. So plan smart, pack comfortably, bring plenty of business cards, and get ready for the most comprehensive and inspiring automation experience of the year!
BONUS: Meet the Automate 2025 Bingo Card, a fun and easy way to ensure you see a little bit of everything in this article. Cross off as many squares as you can, and share your card with us using #Automate2025 on social media for the ultimate bragging rights!
.jpg "Promotional “Automate 2025 Bingo Card” with a blue-to-red gradient header displaying the Automate logo and “May 12-15, 2025, Huntington Place, Detroit, MI.” The bingo grid contains 25 squares with various show activities including: Participate in a hands-on demo, Walk the entire show floor, Attend a keynote presentation, Collect a promotional item/swag, Visit the Innovation Stage, Find a solution for my specific problem, Exchange contact info with three new connections, Take a selfie with a robot, Learn about a new automation trend, Observe a digital twin simulating different scenarios, See a 3D vision system in action, Attend a live product demonstration, FREE SPACE (center square), See all the exhibitors on my list, Attend a networking event, Find an example of Generative AI in an industrial setting, Attend a panel discussion in the Show Theater, Explore simulation technology, Watch the Student Challenge, Connect with a potential partner, Check out the Education Pavilion, Watch a pick-and-place robot demo, See wireless motion control technology in action, Find a solution for my specific industry, Watch an AMR navigate obstacles. Footer text encourages downloading and printing the card and sharing completed rows using #Automate2025.")
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