By: Sebastian Feddersen, Automation Specialist
Date: Juni 29, 2026
Category: Automation and Internal Logistics
If you’re considering automating internal pallet transport, you’ve have probably come across the debate: AGV or AMR?
This is often where most companies start their internal research – and in theory it seems like a good place to start: Which technology is better? Which robot is smarter? Which solution can get us closer to our goal?
But after speaking with manufacturers across Europe, we can’t stop thinking that these are not the right questions to ask.
The success of an automation project rarely depends on technology – on whether you choose an AGV or an AMR.
It depends on whether the solution fits your reality – your requirements and daily operation.
Start with the situation – not the technology
Automation is often considered an technology project: “We need an AGV.”, “We should invest in AMRs.”, “We need autonomous transport.”5
But instead of focusing on the technology, your processes and operational infrastructure should dictate the solution.
Before comparing technologies, it is worth asking yourself a few questions:
- What are we trying to automate? Which processes are involved?
- How repetitive is the transport?
- How often does our production change?
- How much flexibility do we need?
- How much complexity are we willing to introduce?
These questions usually have a much greater impact on the solution than the technology itself.
What is an AGV?
An Automated Guided Vehicle (AGV) is designed to transport pallets along predefined routes within a facility.
Depending on the specific solution, it navigates through magnetic tape, reflectors, QR codes, laser guidance or other fixed references. The main point is that this type of robot is restricted to follow planned paths and predictable workflows.
For companies with highly repetitive production and strict infrastructure, AGVs can be an excellent choice.
Typical advantages include:
- Predictable transport routes
- Reliable operation in stable environments
- Well suited for repetitive logistics
- Mature and proven technology
On the other hand, AGVs are not suited for environments where layouts change frequently or where the transport routes need to be adjusted regularly.
What is an AMR?
An Autonomous Mobile Robot (AMR) operates by analysing its surroundings in real-time and determining the most efficient route to its destination.
Instead of following fixed routes, this type of robot continuously maps the environment and avoids obstacles on its way. Instead of stopping, when facing obstacles, it navigates around and always finds the most efficient route.
This makes AMRs particularly attractive for manufacturers where production changes over time.
Typical advantages include:
- Flexible routing
- Easy adaptation to layout changes
- Dynamic obstacle detection and rerouting
- Less dependence on fixed infrastructure
For many companies, this flexibility is exactly what makes AMRs attractive.
But flexibility alone does not guarantee a successful automation project on its own.
The technology is only one part of the equation
Many automation projects become significantly larger than expected. Larger, more complex and more expensive.
Not because the robot fails, but because the project grows and the ambition to automate exceeds the operational benefits.
Suddenly the discussion is no longer about moving pallets efficiently.
Instead it becomes about:
- ERP-integration
- Warehouse management systems
- Wi-Fi connection throughout the warehouse/production
- Traffic mapping and infrastructure
- Perfect pallet positioning
- Automatic loading and unloading
- Fleet control
- IT resources
For every additional circumstance like these, the projects grows in complexity, time and resources. Sometimes that complexity is absolutely justified by the end result. But sometimes it delays the project by months.
One size does not fit all
One misconception is that every company should aim for maximum automation.
In reality, manufacturing companies are very different.
Some operate with:
- Fixed production lines
- Standardised products
- Stable layouts
- High transport volumes
Others experience:
- Frequent changes – in layout, products, routes or requirements
- New production cells
- Temporary workstations
- Seasonal production
- Constant process improvements
The best automation solution for one factory may be completely wrong for another.
Automation doesn’t have to start with the entire factory
We’ve met companies that postponed automation for years because they believed everything had to be automated at once.
But what is the cost of waiting?
Instead of trying to automate every process, every pallet movement and every exception from day one, more manufacturers are now taking a modular approach to automation.
They start where the business case is strongest.
One repetitive transport. One production area. One workflow.
From there, they expand step by step as they gain experience, build business cases based on their own data and develop the confidence to automate more.
Modular automation often delivers value faster
Not every transport task creates the same value.
Moving pallets from production to the warehouse.
Supplying materials to fixed workstations.
Transport between two production cells.
These repetitive tasks are often the easiest place to start because they happen every day and are easy to measure.
By solving one challenge at a time, companies can generate value earlier, reduce project complexity and build confidence before expanding the solution.
Automation doesn’t have to be one large project.
Sometimes it is better to think of it as a series of smaller projects that gradually build towards a more automated factory.
There is more than one way to automate
At Logitrans, we deliberately chose a different approach with LogiRobot.
Instead of trying to automate every single movement, we focused on automating the repetitive pallet transport that creates value every day.
The operator handles the pallet pick-up manually, while the robot performs the transport autonomously.
This approach removes the manual repetitive transport without requiring ERP integration, strict infrastructure, data discipline or that every process is fully automated. It combines the efficiency of autonomous transport with the flexibility to handle the variations that are part of everyday production.
We often hear the question:
“Why does an autonomous robot have a handle?”
The answer is simple: Flexibility.
Because productions are rarely perfect. Pallets are not always positioned exactly where the robot expects them to be. And sometimes operators need to take over and change the plan.
Layouts change. Machines move. Priorities change.
Rather than designing around the perfect factory, we designed LogiRobot for the real one.
For many manufacturers, that creates a better balance between flexibility, simplicity and automation.
So… AGV or AMR?
There is no universal answer.
An AGV can be the right choice.
An AMR can be the right choice.
A semi-automated solution can also be the right choice.
The important question is not:
“Which technology is the most advanced?”
Instead ask:
- Which solution fits our production today?
- Which solution can our organisation realistically implement?
- Which solution creates value without unnecessary complexity?
Because successful automation is rarely about choosing the most advanced robot.
It is about choosing the right level of automation for your business.
Frequently Asked Questions
No. AMRs offer greater flexibility, while AGVs are often ideal for stable, repetitive transport tasks. The right choice depends on your production environment.
An AGV generally operates on predefined routes, while an AMR navigates dynamically using its surroundings.
Not necessarily. Many companies achieve the best return by automating the repetitive transport tasks first rather than trying to automate every movement.
Absolutely. Many successful automation projects begin with a single transport route before expanding to additional workflows.
Look beyond the technology. Consider production layout, process stability, IT resources, future flexibility and how much complexity your organisation is prepared to manage.