Experts to discuss how to close the robotics gap with China at RoboBusiness

(Top row, from left to right) Jeff Burnstein, Georg Stieler, (bottom row) Eric Truebenbach, and Eugene Demaitre.

In recent years, China has invested heavily in its robotics ecosystem, and that investment is paying off. In 2023, China became the third most automated country in the world, surpassing the U.S., Germany, and Japan, according to the International Federation of Robotics, or IFR.

Today, China has the world’s largest market for industrial robots. In 10 years, its global share of industrial robot installations has risen from around one-fifth to more than half of the world’s total demand.

The country has also continued building up a robust advanced manufacturing ecosystem. In March 2025, China’s government announced plans to invest nearly $137 billion in robotics, artificial intelligence, and innovation over the next 20 years.

With China leading global robotics adoption, many entrepreneurs, robot suppliers and customers, and investors are wondering what strategies the U.S., Europe, and other regions can deploy to close the gap.

At RoboBusiness 2025, which takes place Oct. 15 and 16 in Santa Clara, Calif., experts will discuss how global players can foster innovation ecosystems, strengthen supply chains, and accelerate commercialization to compete on the world stage. The keynote session, “Closing the Robotics Gap with China,” will be at 11:00 a.m. PT on Day 2 of the show.

Panelists to address China opportunities, challenges

The keynote panel will include insights from:

• Jeff Burnstein, president of the Association for Advancing Automation: Burnstein joined A3 in 1983 and has held a variety of senior positions, culminating in his promotion to president in 2007.  He is a frequent commentator in the media, often discusses automation issues with policy makers, and regularly speaks at global conferences on issues such as the impact of automation on jobs and the future of automation beyond the factory floor. Burnstein also serves on the executive board of the IFR, the advisory board for the University of Michigan robotics program, and the Customer Advisory Board of Visit Detroit. In 2023, he received the Engelberger Robotics Award for Leadership, widely considered the “Nobel Prize of Robotics.”
• Georg Steiler, head of robotics and automation at Stieler Technology & Market Advisory: Stieler Technology & Market Advisory is a Germany-founded strategy consultancy serving high-tech manufacturing worldwide. After launching the firm’s Shanghai office in 2011, Steiler has continued to lead its China practice while steering global mandates. Steiler and his team advise multinational robotics and automation companies—and the investors backing them—on market insight, entry strategy, and scalable growth plans for China and other key markets. He will also speak in a session on the “Global Implications of China’s Robotics Push.”
• Eric Truebenbach, managing director at Teradyne Ventures: Truebenbach is a long-time player in robotics and automation, as well as the founder of two internal startups, acquirer, and investor. In Teradyne Corporate Development, he played a key role in the acquisitions of Universal Robots, Mobile Industrial Robots, and others. A holder of dozens of patents, Truebenbach is also a Teradyne engineering fellow. He has spent extensive time in China, exploring research, partnerships, and applications.
• Eugene Demaitre, editorial director at The Robot Report: Demaitre was senior editor of The Robot Report from 2019 to 2020 and editorial director of Robotics 24/7 from 2020 to 2023. Prior to working at WTWH Media, Demaitre was an editor at BNA (now part of Bloomberg), Computerworld, TechTarget, and Robotics Business Review. Demaitre has participated in robotics webcasts, podcasts, and conferences worldwide. He has a master’s in international affairs from the George Washington University and lives in the Boston area.

Register for RoboBusiness today!

Founded in 2004, RoboBusiness is the premier event for developers and suppliers of commercial robots. The event is produced by WTWH Media, which also produces The Robot Report, Automated Warehouse, and the Robotics Summit & Expo.

This year’s conference will also feature more than 60 speakers, a startup workshop, the annual Pitchfire competition, and numerous networking opportunities. Over 100 exhibitors on the show floor will showcase their latest enabling technologies, products, and services to help solve your robotics development challenges.

RoboBusiness will be co-located with DeviceTalks West, the premier industry event for medical technology professionals. Both events attract engineering and business professionals from a broad range of healthcare and medical technology backgrounds.

Registration is now open for RoboBusiness 2025.

For information about sponsorship and exhibition opportunities, please contact Colleen Sepich at csepich[AT]wtwhmedia.com.

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