Addressing a crowd of business leaders and industry operators, King shared his insights into the evolving landscape of automation, robotics, and artificial intelligence, emphasizing the importance of balancing technological ambition with practical implementation.
This year, I had a front-row seat for the keynote at the Self-Service Innovation Summit 2024.
The address was delivered by Steven King, CEO at Blue Sky Robotics and Distinguished Professor of Innovation and Emerging Technologies at The University of North Carolina at Chapel Hill, and was entitled «The future of self-service: Emerging technologies revolutionizing customer experience and expectations.»
Addressing a crowd of business leaders and industry operators, King shared his insights into the evolving landscape of automation, robotics and artificial intelligence, emphasizing the importance of balancing technological ambition with practical implementation.
The power of incremental change
King opened his presentation with a story that exemplified the value of incremental innovation over sweeping changes. He recounted the tale of the origins of a major donut brand, whose story began with a donut shop owner who used a simple sledgehammer to create a window for serving customers directly. The move revolutionized the business and paved the way for automation in the donut-making industry, and it symbolized the power of bold action and fearless innovation when faced with challenges and a changing business environment.
«What we need to do is think about how people use technology today and what they really need,» King stated. «It’s not about dreaming of flying cars but leveraging AI and robotics to solve real problems now.»
This anecdote set the tone for the keynote, highlighting the importance of understanding customer needs and innovating in ways that enhance their experience.
Distinguishing trends from fads
King devoted a significant portion of his speech to helping the audience differentiate between fleeting fads and lasting trends. Using examples like the iPhone, which revolutionized the mobile phone industry, and the short-lived Snapchat glasses, he illustrated how true trends have staying power and widespread adoption across industries.
«Augmented reality and virtual reality as tools for engaging customers in new ways are trends,» King said. «But the metaverse, as marketed by some, remains more gimmick than game-changer.»
He urged businesses to critically assess emerging technologies and adopt only those with the potential to deliver long-term value.
Practical applications of robotics
The future of robotics was another focal point of King’s address. He highlighted the current capabilities of robots in industries such as retail, hospitality and healthcare, emphasizing their role in augmenting human labor rather than replacing it.
«Robots in retail should enhance the customer experience and augment staff,» King explained. «They should not replace the staff who engage with your clients.»
King provided a range of examples of service robots that automate back-of-house tasks, freeing up employees to focus on customer engagement. From robots that prepare salads to those that deliver trays in healthcare settings, King showcased how these innovations streamline operations without compromising the human touch, which (he argued) shows that automation is not meant to replace human workers; rather, it frees them from rote tasks they already dislike so that they can focus on customer interactions and creative work. It was a theme that several panelists would return to throughout the event.
Despite these advancements, King cautioned against over-reliance on humanoid robots, noting their inefficiency compared to robots with simpler, task-specific designs. He shared examples of failed humanoid prototypes, such as robots seen during viral high-profile public demonstrations which were later revealed to have been remote-controlled by humans elsewhere; such examples illustrate the limitations of current technology and the importance of a healthy skepticism towards media hype.
AI’s role and risks
King’s exploration of artificial intelligence touched on its transformative potential and the ethical challenges it presents. He described AI as a trend reshaping industries, but he also highlighted the need for specificity when discussing its applications.
«AI is not a monolith,» King said. «We need to be clear about whether we’re talking about machine learning, natural language processing or generative AI.»
King warned of the dangers of deep fakes and biased algorithms, sharing an anecdote about a mask-detection system developed during the COVID-19 pandemic. Initially trained on data from Asia, the system struggled to recognize faces with darker skin tones until additional training data was added. This example underscored the importance of auditing AI systems to ensure fairness and accuracy.
Navigating customer expectations
King emphasized the importance of balancing functionality with ease of use in customer-facing technologies. He highlighted the friction that can arise when systems are unintuitive or overly complex, using the example of kiosks in fast-food restaurants.
«If your kiosk takes longer to order than a human, it’s not a good user experience,» King stated. «Technology must enhance the journey, not complicate it.»
He also touched on the challenges of integrating technologies like virtual reality into everyday operations, noting that practical barriers, such as discomfort from wearing headsets, can hinder adoption.
Addressing workforce concerns
One of the most pressing questions raised during the keynote was the impact of automation on jobs. King addressed these concerns with honesty and pragmatism, acknowledging that some jobs would inevitably be displaced.
«When companies talk about ROI on robotics, they’re often talking about labor savings,» he said. «We can’t ignore that.»
However, King highlighted examples of companies reallocating workers to more creative or customer-focused roles. He also pointed to the broader societal implications of automation, particularly in industries like transportation, where autonomous vehicles could significantly disrupt employment.
«If we replace truck drivers with autonomous vehicles, it will have a profound impact on families and the economy,» King noted. «We need to think carefully about how to retrain and support displaced workers.»
Cultural and regulatory challenges
King contrasted the adoption of robotics in the United States with that in other countries, particularly in Asia. He attributed slower adoption in the U.S. to cultural expectations, regulatory hurdles, and the influence of unions.
«In Japan, robotics has been embedded in everyday life for decades,» King observed. «Cultural acceptance and a high-tech industry have given them a head start.»
He also discussed the potential for government intervention, expressing cautious optimism about the role of regulation in balancing innovation with societal needs.
A vision for the future
King concluded his keynote by urging businesses to approach innovation with intention and flexibility. He advocated for iterative development, where new technologies are prototyped and tested in small-scale deployments before full-scale implementation.
«Sometimes you need a sledgehammer to knock a window into a new business model,» King said. «But don’t ignore the fundamentals—your brand, your customer experience, and what makes your business unique.»
His final words served as a reminder that technology is a tool, not a solution in itself. Businesses must remain focused on delivering value to their customers while navigating the complexities of the digital age.