Zebra study links AI to frontline productivity gains

Zebra Technologies and Oxford Economics have published updated research on the use of AI, automation and data-driven workflows in manufacturing, transport and logistics. The study found that organisations reported productivity, profit and workforce gains from modernising frontline operations.

The findings highlight how companies are applying technology to specific frontline tasks, including production lines, supply chain management, shipping, loading, picking and packing.

In manufacturing, 56% of companies that modernised production lines reported productivity gains. The research also estimated that a typical manufacturer could increase profit by USD $6.6 million through better supply chain and inventory management, by USD $6.2 million through modernised maintenance workflows, and by USD $3.5 million through advances to production lines.

For transport and logistics groups, the study pointed to workforce and speed benefits from changes to warehouse and shipping processes. Among firms that improved picking and packing operations, 34% reported better staff retention and satisfaction, while 54% reported faster operations.

The research also estimated that improving shipping and loading workflows could deliver a potential USD $2.8 million profit increase for a typical transport and logistics organisation. In retail, modernising the point of sale could unlock a potential USD $4 million in higher profits.

The study presents these figures as evidence that frontline operational changes can affect both labour outcomes and financial performance. It also suggests businesses are moving from broad interest in AI to more targeted deployment in day-to-day processes.

AI adoption

Across the sectors surveyed, the research found rising demand for AI as part of workflow improvement efforts. In manufacturing, 50% of surveyed leaders seeking to improve production lines identified AI as their top priority.

Transport and logistics companies also showed stronger interest in AI for shipping and loading workflows. The study found that interest in using AI in those areas nearly tripled among organisations still seeking to improve operations.

The findings come as businesses in Australia and New Zealand face pressure on costs, output and service levels. Zebra argued that this regional context is increasing pressure on companies to make frontline work more efficient.

"Businesses in Australia and New Zealand should take note. Productivity pressures are particularly high, while operational costs and expectations from customers are also elevated. This means that operational efficiency is paramount. As the latest Zebra research shows, modernising frontline workflows with AI, automation and real-time data is a key path to tackling these challenges while boosting operational and financial outcomes," said Brett Newstead, ANZ sales director, Zebra Technologies.

The findings also point to broader changes in how operational technology is being adopted. Rather than limiting investment to back-office systems, businesses are directing more attention to frontline tasks that affect throughput, inventory, fulfilment and staff experience.

This is particularly significant in manufacturing, where delays in maintenance, stock visibility or line performance can quickly affect output and margins. The research argues that better access to real-time data and more automated processes can improve visibility across assets and workflows.

In logistics, a similar pattern appears in loading, shipping and warehouse activities, where small gains in speed and fewer manual errors can directly affect service delivery. The data suggests companies are targeting these areas not only to reduce operational friction but also to improve labour retention and satisfaction.

Zebra chief technology officer Tom Bianculli said the results show a measurable link between technology use and operational outcomes.

"This updated research confirms that intelligent operations deliver a quantifiable human and financial impact, simplifying complexity, elevating frontline productivity, and improving engagement," said Tom Bianculli, chief technology officer, Zebra Technologies.

"As a leader in AI for the frontline, we see how embedding intelligence directly into daily workflows turns insights into measurable action, unlocking the next wave of productivity and value for our customers," Bianculli said.