The robots that replace the waiters.
(Robotize)
When a business or organization considers equipping itself with some innovative technology, they examine the move in terms such as return on investment (ROI), operational benefits, increased productivity, savings in personnel or expenses, and the like.
For example, if it is a cleaning robot, we would like to measure how much space it cleans per hour and with what efficiency, what is its cost and how much it saves in personnel costs.
These are measurable, tangible parameters on which an informed business decision can be based.
However, adopting innovation in the business has an added value that may contribute to the business activity: strengthening the branding of the business and upgrading the customer experience.
These aspects are of crucial importance in the growing adoption of cleaning robots, but today more and more customers seek to obtain an added and equally important value: the branding of the business as a leader in innovation.
The robots have actually become a marketing tool and a significant competitive advantage for the businesses that adopt them.
We see in the field that consumers in every field prefer brands that are seen in their eyes as contemporary and advanced, and businesses definitely take this into account in their marketing, PR and sales promotion activities.
The rise of the service-representational robot
In the high-tech industry, which is perhaps most associated with technology and innovation, they make sure to stay up-to-date, upgrade and adopt technological solutions to optimize processes.
Google, which has always led the industry in terms of the work environment, has developed its own multi-purpose robot, which roams the company's headquarters and performs a series of tasks such as cleaning, emptying coffee cups, errands and more.
The presence of robots in offices for functional needs have already become a matter of routine, but they also have added value for the general branding of the business and the branding of the employer in particular.
Branding the company as innovative and groundbreaking helps attract the best talent, and as always, there's nothing like a show of eyes.
Imagine, for example, a potential business partner or a job candidate who arrives at the company's offices.
On his way to the meeting room, a robot passes him by, greeting him and offering him a cup of coffee, and on the way he scatters packages and letters to the employees.
The impact of such a casual encounter creates an immediate image of the company as an innovative, high-tech, young and dynamic place, which is open to technological innovations.
Especially when it comes to Generation Z, it gives companies a lot of credit.
Marketing, sales and guided tours - robots in the real estate industry
Amir Mitvach (Photo: Rami Zunis)
The branding value of innovation in general, and robotics in particular, is becoming more and more significant in the real estate industry as well, and is gaining popularity among entrepreneurs, contractors, and property managers. The explanation is that robots will become an integral part of the landscape, also in office and residential buildings, so they are already starting to build towers Offices and residences that will accommodate the mobility of robots and allow them easy access, sufficiently wide passages, and access to power sources. To differentiate themselves, real estate projects are currently investing a lot of resources in emphasizing innovation, automation and digitization, and highlighting this in all marketing and sales efforts.
In addition, in the world there are autonomous robots that know how to carry out marketing and sales work by themselves, robots that replace real estate agents and give potential buyers a guided tour of the property, provide interested parties with all the details and answer questions in an almost human language. Here, too, the value of the robot goes beyond its functional capabilities. Its mere presence , and the interactive experience it provides, help to brand the property and the real estate company as groundbreaking.
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Innovation in health systems
Even in the health sector, and the health funds in particular, a lot of emphasis is placed on the issue of innovation as an act to attract new patients and retain existing insureds, whether it is through advanced technological appointment management systems or whether it is through applications based on artificial intelligence to assist in the diagnosis and solution of health problems.
It was recently reported that the number of new doctors in Israel will be cut by 25% starting in 2026, due to a reform to end the recognition of medical studies in Eastern Europe.
The retirement of the doctors who immigrated from the USSR and the shortening of the shifts of the specialists are expected to increase the shortage, and without dramatic measures Israel will have difficulty overcoming the shortage. In bad hospital conditions in a time of overload and worn out doctors. Due to the lack of auxiliary staff, about 40% of the doctor's time is wasted on bureaucracy and instead of the doctor looking at the patient and giving him personal attention, he is busy with the screen and topography. The more the use of technology and robots in the hospitals increases, the easier it will be for the medical staff And it will be possible to save more human lives.
Let's take for example the United and National health funds that took the matter of technology a step further and "recruited" new robot workers to help them optimize the process of transporting blood tests.
The integration of the robots in the laboratories makes it possible to automate the process of dispensing the test tubes, relieve the pharmacists from the tedious task, save costs and increase the overall output of the laboratory.
In terms of branding, the move positions the HMO as a body that embraces innovation and progress.
So if in your next blood test you are asked to give the sample to the robot, rest assured that you are in good hands.
A medical robot used to transport laboratory tests at a controlled temperature. (Photo: Robotize)
Reception and hospitality in the hotel industry
The one who is considered to be a leader in innovation in the hotel industry is the Hilton chain, which developed a dedicated service robot called "Connie" several years ago in collaboration with the technology giant IBM.
The robot tells the guests about the hotel services and attractions in the area and answers their questions.
Hilton's move marks a trend that will gain momentum in the coming years: branded robots, with appearance, functionality and interactive communication that is adapted to the business they serve.
These robotic platforms are quite modular, also at the level of the external design but mainly at the level of the software, the "brain" of the robot.
Using artificial intelligence technologies, these robots can be given a "personality" and service style that matches the branding values promoted by the business they serve.
It is assumed that in the future service robots will also know how to identify specific customers using facial recognition technologies.
In conclusion
While I have focused this article on robotics, the same is true of any innovative technology that has the potential to disrupt industries.
For example, in the retail world, we are witnessing the entry of technologies such as augmented reality into the shopping experience in physical stores and advanced payment solutions, and in the service worlds we are witnessing the incredible maturity of artificial intelligence tools and chatbots.
The adoption of new technologies has become a competitive element between businesses, and businesses that are able to adopt such solutions are seen by the consumer as innovative and leaders in their field, and this helps their branding and differentiation.
As mentioned, it is important for these technologies to also have an operational and service value, but if you are already doing it, you should also leverage it for brand leverage, marketing and public relations.
The author is Amir Mittovach, the founder of Robotize and an expert in robotics and innovation
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