Automation, AI, and the Future of Manufacturing Take Center Stage in Muskegon
On Wednesday, June 4, 2025, Greater Muskegon Economic Development (GMED) hosted Beyond Boundaries: Automation, a panel discussion held at the Muskegon Innovation Hub at GVSU. The event brought together industry leaders and manufacturing experts to explore how automation and AI are transforming operations, reshaping the workforce, and positioning Muskegon County for a competitive future.
Moderated by Ben Wood, Director of Strategic Accounts at DISHER, the discussion covered everything from the total cost of ownership and labor shortages to actionable steps for companies just beginning their automation journey.
“At DISHER, we approach automation not just as engineers, but as partners in problem-solving,” said Ben Wood, Director of Strategic Accounts at DISHER. “Whether we’re designing turnkey systems or integrating legacy equipment, our focus is always on delivering custom solutions that align with each client’s unique goals—and help their teams thrive through change.”
The panel featured:
- Nick Saur, Co-Founder and Technology Lead at USAMR
- Jordan Musselman, President of Dynamic Conveyor Corporation
- Brad Kuipers, Director of Engineering and Technology at Buist
- Andrew Allendorf, President at Rollon Americas
Each panelist brought unique insights on the real and perceived barriers to adopting smart manufacturing systems, including cost, training, and integration.
Too often, companies are paralyzed at the starting line of automation,” said Jordan Musselman, President of Dynamic Conveyor Corporation. “Real progress begins with a well-defined roadmap, a trusted strategic partner, and the ability to discern between transactional vendors and true innovation collaborators. Automation isn’t about displacing people—it’s about enabling them to operate at a higher cognitive level. When KPIs are clearly defined and operational readiness aligns with workforce capabilities, we turn today’s complexities into tomorrow’s competitive advantage.
The post-COVID era has intensified the demand for agility across every layer of the supply chain,” said Nick Saur, Co-Founder and Technology Lead at USAMR. “Flexible automation technologies—like robotics, AMRs, and integrated material handling systems—are no longer cutting-edge conveniences. They are the strategic backbone of modern manufacturing. While AGVs follow fixed paths, AMRs offer the intelligence and flexibility today’s facilities require. The future isn’t guided—it’s autonomous. At USAMR, we’re delivering scalable, American-made automation solutions that help manufacturers adapt, evolve, and lead with confidence.”
“The misconception that automation is always cost-prohibitive is outdated,” said Brad Kuipers, Director of Engineering and Technology at Buist. “At Buist, we integrate electrical, communications, and industrial automation systems to deliver scalable, phase-based solutions that produce measurable ROI—especially for small and mid-sized manufacturers. True automation success isn’t about simply installing machines; it’s about understanding operational challenges and engineering the right solution to solve them.”
“To successfully reshore manufacturing at scale, we must shift both our technology and our mindset,” said Andrew Allendorf, President of Rollon Americas. “At Rollon, we engineer linear motion solutions that power automation across industries—but the true transformation lies in how AI is integrated into operations. It’s not just about preparing systems; it’s about preparing people. Workforce readiness, adaptability, and strategic implementation will determine which manufacturers lead the next industrial era.”
As part of GMED’s Beyond Boundaries event series, the program aimed not only to educate but to inspire local manufacturers to invest with confidence. Emphasizing that the time for action is now, the event urged industry leaders to move beyond hesitation and position Muskegon at the forefront of smart manufacturing innovation.
For more information or to get involved in shaping the future of Muskegon County’s manufacturing economy, visit developmuskegon.org or contact Trevor Friedeberg at [email protected]. For more information about GMED and its initiatives, visit developmuskegon.org
About Greater Muskegon Economic Development
Greater Muskegon Economic Development (GMED) has served as the county’s economic engine since 1999, accelerating business growth, creating high-quality employment, and connecting public and private investment across Muskegon County.