Zebra Technologies' report looks at AI and automation in warehouses

Zebra Technologies Corporation, a global firm in digitising and automating frontline workflows, has revealed that while 82% of warehouse decision-makers in Europe believe increased use of technology and automation boosts frontline productivity, nearly 57% still struggle with knowing where to begin automating their operations.

Zebra’s research findings are based on a global study conducted by Azure Knowledge Corporation. The online survey included over 1,700 warehouse associates and decision-makers across manufacturing, retail, transportation, logistics, and wholesale distribution sectors.

These insights are drawn from Zebra’s latest 2025 Warehouse Vision Study , titled “The Great Warehouse Convergence: Where Technology, Efficiency and Innovation Align.”

In response to the evolving needs of warehousing and logistics professionals, Zebra has introduced the EM45 Series Enterprise Mobile Computer . Equipped with an AI-capable Qualcomm processor, the device is designed to enhance productivity for frontline managers across industries.

For postal, transportation and logistics providers, the EM45 streamlines route management and offers proof of delivery capabilities through a high-performance 50MP rear camera. The camera is optimised for capturing detailed images, recording video, and rapid barcode scanning.

Despite its sleek design, the EM45 remains rugged enough for tough environments and delivers improved workflow efficiency and device security. It supports dual personal and work profiles, allowing users to carry a single device. Other features include one-touch push-to-talk communication, three programmable action buttons for barcode scanning or emergency alerts, and integrated RFID for accurate inventory management. The Zebra DNA software suite also simplifies deployment and lifecycle support.

Machine vision and human-centric innovation

Machine vision is gaining traction as warehouse operators seek intelligent automation. According to Zebra’s study, 74% of European warehouse decision-makers believe machine vision and fixed industrial scanning (FIS) technologies could help save time and eliminate errors. In fact, 65% plan to implement machine vision solutions within the next one to five years.

This technology allows for smarter data capture by using cameras to inspect packages for quality and completeness, reducing manual tasks and improving efficiency. Zebra’s FIS devices can be upgraded via software subscriptions to handle more advanced machine vision functions, adapting to the evolving needs of modern warehouses.

These innovations are also supporting more effective reverse logistics, an area of growing importance. Around 69% of warehouse leaders are prioritising automated returns processing to cut down on inefficiencies.

“Warehouse, distribution and logistics operators can meet evolving customer expectations by adopting advanced technologies that drive efficiency and competitiveness,” said Phil Sambrook, transport and logistics vertical lead, EMEA, Zebra Technologies. “Intelligent automation and improved asset visibility will improve order accuracy, accelerate fulfilment and enhance returns management.”

“Human-centred solutions are set to reshape warehouses - nearly 80% of warehouse decision-makers in Europe agree that innovation makes warehouse jobs more appealing, attracting workers and supporting long-term workforce stability,” said Sambrook. “Warehouse leaders can get a strong start in their journey to automation by turning to technology partners experienced in helping transform operations.”

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