Over a decade in the making, retail robots have long been striving to gain a foothold in the grocery store, leaving behind a trail of trials, pivots, and skeletons. You’d expect a thinning field by now; in reality, the opposite has happened. Grocery Shop 2025 had record attendance, a variety of robotic solutions, and even a standout winner, signaling a resurgence of robots in retail and a glimpse into what’s next.
Retail has traditionally been slow to adopt innovations. For robotics, that hesitation is magnified. The complexity of retail operations and the diversity of teams that benefit from collected data make adoption more challenging than it seems.
Add to that the inherent difficulty of the solution itself, combining hardware design, autonomous navigation, and product identification. You can end up with something no less sophisticated than an electric autonomous vehicle navigating city streets.
Simbe scales shelf intelligence with precision
Simbe Robotics has established itself as a category leader in autonomous retail robotics, boasting more expansive retail banners than any competitor. If perception alone were the metric, Simbe would earn an “A.”
The company said it has completed multiple full-chain deployments, receiving strong validation from retailers, including direct feedback from one executive. Simbe had a strong presence at the event, from live demonstrations of its Tally robot in the “Store of the Future” area to co-founder and CEO Brad Bogolea’s participation on the “Technology Solution Spotlight” stage.
“The market has shown that store intelligence has become a foundational infrastructure layer,” he said at Grocery Shop. “Leading retailers are leveraging automated shelf data to redesign operations and drive measurable results, elevating execution across every function.”
“Board- and CEO-level mandates are now driving scale, underscoring how critical shelf intelligence, automation, and AI have become to the retailer of the next decade,” he added.
Simbe has expanded its inventory capabilities with RFID integration and fixed camera systems, creating a multi-sensor ecosystem that extends visibility beyond the shelf. With a focus on shelf intelligence, a refined slim-form robot, and strong backing from strategic partners and investors, Simbe can accelerate scaling over the next year, signaling a new phase for robotics in retail execution.
Badger moves from experiment to essential
Badger Technologies continues to build on its foundation as a multi-purpose robot, advancing beyond shelf intelligence to include RFID capabilities and deeper integration across store technologies. The company is actively weaving retail media and electronic shelf label (ESL) systems into a unified, data-driven platform.
“Robots are no longer experimental but essential,” said Emil Martinez, CEO of Badger Technologies. “Badger Digital Teammate is transforming retail and introducing new revenue through data. As retailers seek comprehensive platforms, Badger leads the way with innovative solutions and strategic partnerships.”
That shift from experimental to essential marks a defining moment for the category. With Jabil’s engineering depth and manufacturing scale behind it, Badger is evolving from a single-purpose robot to a retail infrastructure partner.
“Jabil is at the backbone of the AI and robotics revolution, and we support Badger with technologies that will increase store productivity,” noted Rafael Renno, senior vice president of global business units at Jabil and executive chairman of Badger. “The economics are a no-brainer, and retailers should move quickly.”
The combination of Jabil’s scale and Badger’s focused retail expertise could accelerate what has long been missing in this space — the move to widespread deployment.
Brain scales automation through partnerships
Brain Corp continues to innovate and expand its ecosystem through a mix of product evolution and strategic partnerships. The company claimed that its software operates the largest active fleet of retail robots globally, spanning floor scrubbers and shelf insights platforms.
Brain has taken its next step with ShelfOptix, a portable, foldable, fully managed “travelling robot.”
This new approach reflects both product and service innovation. Developed with Driveline Retail and using its extensive network of field associates, Brain aims to bring shelf visibility to the masses without the ownership overhead of traditional robotic deployments.
David Pinn, CEO of Brain Corp, shared: “ShelfOptix is making accurate shelf insights more accessible at scale, without having to operate or maintain a single robot.“
The key question is whether this model will introduce a new service tier for brokers and merchandisers, competing with full-time in-store robots, or instead extend market reach. Either way, 2026 will be a proving ground, as the company plans to deploy thousands of ShelfOptix units across retail environments.
Zippedi reemerges at Grocery Shop with a leaner approach
Zippedi is reappearing in the U.S. market after the termination of its non-compete when a major U.S. retailer decided to build its system internally.
Backed by a significant regional rollout, the company is currently progressing through a 250-store chainwide deployment with Sodimac DIY, now approximately 75% complete. Zippedi’s system has also had early successes with CAINZ and Hornbach.
The company is seeking to expand its footprint with a low-cost, high-value shelf insights robot designed for scalability across diverse retail markets.
At Grocery Shop 2025, Zippedi made its first appearance in partnership with Peak Technologies, showcasing a newly designed robot, a minimalist, streamlined evolution of its first-generation model. The design reflects a practical shift: reducing complexity while preserving functionality to meet retailers’ growing demand for affordable shelf intelligence.
“Retailers now clearly recognize that digitizing their brick-and-mortar stores is essential to leverage AI fully, and robots are the most effective and scalable path to achieving that digitization,” said Luis Vera, CEO of Zippedi.
As Zippedi’s presence expands across multiple retail formats and store sizes, the company’s ability to use its scaling experience and core differentiators will be key. We’ll see how much traction and adoption it can generate as retailers continue to balance innovation with cost discipline.
Scandit expands vision beyond the handheld
from Scandit and MetraLabs.
Source: Georges Mirza
In Las Vegas, Scandit showed its new robotic data-collection system, signaling a natural evolution of its computer vision platform. Built from the shelf out and platform-agnostic, the company has parleyed its image-recognition capabilities to deliver high levels of accuracy across handheld and fixed camera deployments.
Now, with the introduction of TORY, a robotic multimedia platform developed in collaboration with MetraLabs, Scandit is extending its reach into autonomous in-store operations. TORY can scan shelves, collect RFID signals, and use its large LED screen to display dynamic messaging and advertising as it navigates the aisles.
There’s a lot to unpack in this launch. I’ll be tracking how Scandit extends its computer vision and enterprise base to expand into full-store automation.
Shark Reef winner is a surprise
As always, the Shark Reef Startup Pitch was at the top of my list, and this year brought a welcome surprise. The only robotics company to participate, MUSE, captured both the Judges’ Choice Award and, frankly, mine as well. Could this signal a new level of acceptance for robotic solutions in the heart of retail operations?
MUSE introduced its modular robotic platform, designed around a single base unit capable of automating multiple in-store tasks such as order picking, shelf restocking, and even promotional display management.
“Armo has already shown strong results in Japan,” said Yasutaka Kasagi, CEO of MUSE. “In the coming year, we are focused on expanding its deployment across more stores in Japan and introducing it to the U.S. market.”
As both a new company and a new robot, MUSE represents an intriguing entry point into the evolving landscape of autonomous retail systems. I’m particularly interested to see how it performs against the ARS² Framework (Accuracy, Repeatability at Scale, and Speed) key performance indicators (KPIs), especially in areas of tasking, scalability, and integration maturity. Exciting times ahead.
Grocery Shop previews the future of retail in motion
This year’s Grocery Shop showed off numerous robots for retail. From shelf insights to floor sweepers and even delivery robots from Starship, the range was both fulfilling and promising. Even SoftBank, long recognized for its deep investments in AI and robotics, was on the floor showcasing a new cleaning system.
First things first: Shelf insights remain the key data point and the highest driver of return on investment (ROI). It’s still largely underutilized and insufficiently measured, yet its potential ripple effect across the retail ecosystem is enormous.
Whether through a single robot or, more likely, a network of multiple sensors working in concert, the long-term value of shelf data will reverberate through retail operations for years to come.
Then comes the elephant in the room, and many in the industry are listening for its trumpet. One of the largest U.S. grocery retailers is in the final stages of evaluating robots for its stores. This will be the first in a 1,000+ store presence.
Any decision here will have a significant impact, not only on the chosen partners, but also on the entire sector. My sense is that the outcome could be a two-robot solution, divided regionally. Time, of course, will tell.
As for the broader evolution of retail robotics, the next frontier lies in picking and replenishment. A few players are experimenting, but serious prioritization will be essential to capture the opportunity. Even adjacent or non-traditional retail sectors are beginning to recognize the operational impact of in-store automation.
It has been a long journey for robotics in retail, but the battlefield continues to reward those with maturity, modesty, courage, and vision. The future of retail is being built right now. The question is: Are you ready?
About the author
Georges Mirza has been at the forefront of retail and consumer packaged goods (CPG) innovation, building market-leading category management and retail analytics solutions that achieved majority market share. He pioneered advancements in robotic data collection and image recognition, addressing challenges like out-of-stocks and inventory accuracy.
Today, Mirza advises and collaborates with retail and technology leaders to shape and scale next-generation growth strategies. Follow him on LinkedIn or X.
