Ep. 233 - From Controls to Full-Scale Robotics Integration How Bright IA Leads in Automation

In this episode of Manufacturing Hub, hosts Vladimir Romanov and Dave Griffith sit down with Davide (David) Pascucci, founder of Bright IA (https://brightiatx.com/), for an in-depth conversation about what it truly takes to build, grow, and succeed in the world of robotics integration and industrial automation.

Davide shares his incredible journey from Italy’s oil and gas sector to leading one of Texas’s most promising automation firms. His story highlights the reality of moving from traditional controls work to full-scale robotics integration. Listeners will learn how his company evolved from small local projects into complex manufacturing solutions involving welding cells, painting robots, and palletizing systems used across multiple industries including food and beverage, fabrication, and renewables.

The discussion explores how system integrators can strategically position themselves in the modern automation ecosystem. Davide explains the importance of vendor relationships, revealing how open collaboration with companies like Fanuc and KUKA helped his firm grow while avoiding common pitfalls faced by new integrators. He provides practical insights into how to evaluate robot brands, manage the mechanical design and safety aspects of projects, and find the right balance between in-house engineering and subcontracting work.

Listeners will also hear a detailed perspective on the Texas manufacturing landscape, where oil and gas still dominate but are now accompanied by a new wave of innovation from defense, aerospace, semiconductor, and AI-driven industries. Davide explains how these shifts are creating a demand for flexible automation and robotics expertise across the region.

A large portion of the conversation focuses on the real-world challenges that come with integrating robots on the factory floor. Davide talks about dealing with customers who insist on collaborative robots when industrial robots are better suited for the job. He describes how simulation and digital twin tools can help demonstrate cycle times and prove system capabilities before implementation. His transparency about pricing, quoting, and project management makes this a must-listen episode for anyone looking to understand the business side of integration, not just the technical aspects.

The episode also explores how smaller robotics firms can collaborate with European and Asian OEMs that are entering the North American market. Davide shares the lessons he learned when working with foreign manufacturers, emphasizing that support, spare parts, and local presence are often more valuable than price alone. His advice is invaluable for early-stage integrators trying to evaluate new partnerships or decide which technologies to adopt.

As the conversation continues, Davide, Vlad, and Dave discuss what the future holds for robotics integration. Davide predicts an explosion of applications over the next few years, driven by manufacturing reshoring, labor shortages, and advancements in AI and simulation. He believes that companies who fail to automate will simply be left behind. His message to manufacturers is clear: whether you like it or not, automation will be necessary to stay competitive.

Listeners will also appreciate Davide’s insights into workforce development and training. He believes that plant operators and technicians must reskill to remain relevant in a world where machines are becoming smarter and more autonomous. He shares inspiring stories of training shop floor workers to operate robots with confidence and how empowering end users ultimately makes integration projects more successful and sustainable.

Toward the end of the episode, the group reflects on what it means to build a modern systems integration business. Davide shares lessons on quoting, scaling a team, developing repeatable processes, and thinking strategically about products versus projects. His perspective highlights the difference between being a contractor and building a true business that can scale and create long-term value.

Finally, the conversation closes with book recommendations that have shaped Davide’s thinking, including Extreme Ownership by Jocko Willink, Buy Back Your Time by Dan Martell, and of course, the timeless lessons found in The Bible. These selections capture the mindset of a leader who believes in responsibility, efficiency, and personal growth.

If you are an engineer, systems integrator, plant manager, or decision-maker in manufacturing, this episode will give you a firsthand look into the future of robotics integration. It will help you understand how to evaluate partners, manage projects, and prepare your organization for the next generation of automation.

Timestamps

00:00 Introduction and overview of the Systems Integrator theme
 03:00 Davide’s journey from Italy to Texas and his shift from oil and gas to robotics
 06:00 How Automation Stars of Texas was created and what the event represents
 07:30 The Texas manufacturing ecosystem and opportunities in automation
 10:00 Transitioning from traditional controls work to robotics integration
 12:00 The learning curve of programming robots and managing motion systems
 16:00 Deciding when to specialize versus subcontracting mechanical and electrical work
 19:00 Lessons from growing Bright IA and balancing costs, scope, and risk
 21:00 Building strong relationships with robot manufacturers such as Fanuc and KUKA
 26:00 The importance of vendor support and collaboration for small integrators
 29:00 Managing CAD and mechanical design in robotics projects
 33:00 The reality of collaborative robots compared to industrial robots
 36:00 Evaluating low-cost robotic arms and the trade-offs of price versus support
 41:00 How simulation and digital twins improve quoting and validation
 48:00 Why some robotics projects fail and how to recover or redesign them
 52:00 Working with European and Asian OEMs and lessons in market adaptation
 58:00 Advice for new integrators on partnerships, quoting, and strategy
 01:04:00 Predicting the future of robotics and automation in the next three years
 01:07:00 Career advice for engineers looking to transition into robotics
 01:11:00 Book recommendations and leadership lessons
 01:13:00 Davide’s vision for new robotic product development and AI applications

Books Mentioned
Extreme Ownership – Jocko Willink and Leif Babin
Buy Back Your Time – Dan Martell
The Bible

Guest
Davide (David) Pascucci
Founder and President, Bright IA
Website: https://brightiatx.com/
LinkedIn: https://www.linkedin.com/in/davidepascucci/

Bright IA is an automation and robotics integration firm based in Texas, providing complete engineering solutions for manufacturing environments, including welding systems, palletizing, safety integration, and industrial control design.

Hosts
Vladimir Romanov – Founder of Joltek (https://www.joltek.com), Electrical Engineer, Consultant, and Co-Host of Manufacturing Hub
Dave Griffith – Founder of Dave Griffith C...