With decades of experience in management consulting, Marco Gaietti is a seasoned expert in Business Management whose expertise spans the strategic orchestration of supply chains and the intricate dance of warehouse operations. In this discussion, we delve into the explosive growth of the INTRA-LOG Expo South America and how it has filled a long-standing void for professionals seeking a dedicated environment to analyze internal logistics. We explore the transition of robotics from niche experiments to the backbone of modern productivity, the high-stakes integration of packaging and traceability through the new Label & Pack Expo, and why Brazil has become the ultimate testing ground for global technology providers looking to conquer the Latin American market.
The upcoming edition of the expo has seen its footprint double with nearly all the exhibition space already spoken for. What does this rapid expansion and the anticipation of over 8,000 visitors tell you about the current state of the supply chain industry in South America?
The fact that 95% of the exhibition space is already sold long before the doors open in September 2026 is a loud signal that the regional market is starving for specialized knowledge. We are seeing a massive jump from the 4,600 visitors in the first edition to an expected 8,000, which proves that companies are no longer satisfied with generalist industry events. They are looking for a concentrated hub where they can witness more than 400 national and international brands demonstrating how to move, store, and track goods more efficiently. This growth reflects a desperate need to solve the “hidden” costs of internal operations that were previously overlooked. When you walk onto that show floor, you aren’t just seeing booths; you are feeling the pulse of a region that is finally prioritizing the internal mechanics of the supply chain over simple transportation.
You’ve mentioned that this event was born out of a clear gap in the market regarding what happens inside a company’s operations. Why is it so critical for today’s logistics leaders to have a dedicated space to compare technologies and see equipment in actual operation?
For too long, logistics professionals were forced to attend general manufacturing or retail shows where intralogistics was just a side note, leaving them without a place to discuss the “black box” of warehouse management. Decisions in this field involve massive capital expenditures, and you simply cannot commit to a multi-million dollar automated storage system based on a brochure or a static display. Leaders need to hear the hum of the conveyors, see the precision of the sensors, and talk to specialists who understand the friction of a real-world distribution center. By providing a dedicated environment, the expo allows decision-makers to weigh 250 different brands against each other in a single afternoon. It transforms a risky procurement process into a strategic, evidence-based operation where the focus remains entirely on productivity and safety within the four walls of the facility.
Robotics is reportedly moving from isolated pilot projects to the very core of productivity and scalability strategies. How do you see the Robotics & Automation Summit influencing the way companies implement technologies like autonomous mobile robots and automated picking?
The shift we are witnessing is a move away from “innovation theater” toward hard-coded operational necessity. The summit is designed to take these technologies—like autonomous material handling and automated storage systems—and strip away the hype to show how they integrate into a functioning e-commerce or manufacturing floor. We are looking at a future where at least 20% of the exhibitors are international, many coming from Asia, specifically to show how global robotic solutions can be adapted to the unique challenges of Latin American labor and infrastructure. It isn’t just about buying a robot; it’s about understanding the connectivity and artificial intelligence that allow a robotic arm to work seamlessly alongside human pickers. This summit provides the technical blueprint for that integration, ensuring that when a company invests in automation, it’s a scalable strategy rather than a standalone gadget.
The inclusion of the 600-square-meter Arena Tech seems to prioritize a very tactile, hands-on experience for attendees. In your view, what is the psychological or strategic value of these live demonstrations for a procurement or engineering professional?
There is an incredible amount of stress involved for an engineering or procurement professional who has to sign off on a technology that will define their company’s throughput for the next decade. The Arena Tech removes that layer of anxiety by replacing abstract promises with the sights and sounds of equipment in motion. When a maintenance manager sees a live demonstration of a high-performance sorting system or interacts with a new digital printing solution, they are performing a “stress test” in their mind. They can see how the hardware handles real-world pallets and packages, which builds a level of confidence that a digital presentation could never achieve. It turns the expo into a living laboratory where the smell of industrial machinery and the visual of a perfectly executed automated pick provide the sensory proof needed to justify a major investment.
With the debut of the Label & Pack Expo running alongside the main event, there is a clear push toward integrating packaging and traceability into the broader logistics conversation. How does this synergy change the way companies look at the journey of a product from the warehouse to the consumer?
Integrating the Label & Pack Expo is a masterstroke because it acknowledges that a product’s packaging is its primary “passport” throughout the entire supply chain. By bringing in solutions like RFID, IoT, and high-performance printing from companies like Valgroup and Signode, we are connecting the physical box to the digital data stream. This synergy allows a logistics director to see how a sustainable packaging choice isn’t just a marketing win but a logistics strategy that impacts pallet stability and circularity. The debut of the Label & Pack Congress, supported by ABRE, will specifically tackle how the industry is preparing for future demands in traceability and competitiveness. It forces companies to stop viewing packaging as a final step and start seeing it as a vital component of automation and cargo management that begins the moment a label is printed.
Brazil is often described as a gateway to Latin America and a “laboratory for complexity” due to its scale and demand. What makes the Brazilian market such a vital starting point for international technology providers looking to establish a foothold in the region?
Brazil offers a unique combination of industrial scale and logistical hurdles that acts as a crucible for any technology—if it can work here, it can work anywhere in the world. The country’s massive transportation networks and exploding e-commerce sector demand a level of productivity that can only be met through the high-end automation being showcased by international brands. We are seeing global players, particularly from Asia, using São Paulo as their beachhead because the sheer volume of goods moving through Brazilian retail and manufacturing provides a “laboratory” of high-stakes operations. For an international firm, the 8,000 visitors at this event represent the most sophisticated buyers in the region who are looking for ways to reduce operating costs in a very competitive environment. It is a win-win scenario where Brazilian companies get access to world-class tech, and global providers get to prove their resilience in one of the world’s most complex logistics landscapes.
What is your forecast for the future of warehouse automation in South America over the next five years?
My forecast is that we are about to enter a “golden age” of hyper-local automation where the focus shifts from massive, rigid systems to modular, AI-driven solutions that can adapt to the fluctuating economic tides of the region. We will see a 35% to 50% increase in the adoption of autonomous mobile robots (AMRs) as companies move away from fixed conveyor belts in favor of flexible fleets that can be scaled up during peak seasons like Black Friday. The integration of traceability—as we are seeing with the new Label & Pack Expo—will become mandatory, not optional, as consumers and regulators demand real-time data on every package’s journey. Ultimately, the successful companies will be those that use events like INTRA-LOG to move past the “evaluation” phase and into the “execution” phase, turning their warehouses from cost centers into high-velocity engines of competitive advantage.
