European warehouses face a paradox: the majority of those responsible for logistics operations recognize that automation improves productivity, but many have not yet taken the first step. This is revealed by the report Warehouse Vision Study 2025 of Zebra Technologies, which draws a panorama full of opportunity and challenges.
The study indicates that 82% of European managers in the sector believe that a greater use of technology promotes the performance of the first line. However, 57% admit not knowing how to initiate this transformation process.
In the words of Phil Sambrook, responsible for the area of transport and logistics for EMEA in Zebra Technologies, “operators can meet the changing expectations of customers adopting advanced technologies that drive efficiency and competitiveness.” To do this, he points out, the key is in two factors: intelligent automation and real -time visibility of assets.
82% of those responsible believe that technology improves productivity, but more than half does not know where to start
According to the report, a large majority of those consulted believes that technologies such as artificial vision, AI and augmented reality have a leading role in the coming years. In fact, 65% plans to implement artificial vision in the coming five years, while 60% committed to artificial intelligence and 64%, for augmented reality.
EM45: Response to the needs of modern warehouses
To respond to these demands, Zebra has launched the EM45 series business computer, equipped with Qualcomm processor with AI and designed capacity to expedite the tasks of supervisors and field workers.
The EM45 stands out for its 50 megapixel camera optimized for photos, video and rapid reading of bar codes, functionalities that make it an ideal device for delivery tests, route management and quality control. Its resistant but elegant design allows to combine personal and professional use, and its abilities include from Push-To-Talk functions to emergency scan with programmable buttons.
In addition, its native RFID integration guarantees a more precise management of the inventory, and the Zebra DNA package facilitates its large -scale configuration and deployment.
Innovate thinking about people
Beyond the device, the study emphasizes that the technological focus must be maintained in the human. 79% of respondents believe that technological innovation contributes to the roles inside the warehouse being more attractive, which helps attract talent and reduce rotation.
“Innovation is making work in stores more interesting and stable,” says Sambrook. “Those responsible can take a firm step in their way to automation if they rely on technological partners with experience in operational transformation.”
In this sense, technologies such as AI applied to portable devices are already demonstrating its usefulness: 79% say they help optimize both inventory management and precision in collection, while 71% highlight their positive impact on quality control.
