In this report from automatica 2023 Søren Pap-Tolstrup, CEO of Gain & Co.reflects on the transformative journey that robotics have undertaken. Just like computers moved from being a novelty to a ubiquitous infrastructure, automation is no longer a fascination contained within the engineering department but has become an essential part of business strategy and operations. Automation is not just a standalone technical project but a business enabler that necessitates holistic planning, strategic investment, and interconnected thinking.