The conversation around material handling has shifted dramatically in recent years. Manufacturing plants and warehouses are under pressure to improve speed, precision, efficiency, safety, and the choice between man-operated forklifts and automated solutions such as AMRs and AGVs often sits at the heart of this debate. 

The reality, however, is more nuanced than a simple either-or question.

Manual operations still play a crucial role across industries. Forklifts, guided by skilled operators, offer more than raw lifting power. 

They bring human intuition into environments where every day can be different such as unexpected blockages, irregular loads, or last-minute changes in priority. 

An experienced driver can make sense of complexity in a way machines are still catching up with. 

That continued relevance is reflected in market forecasts. 

The global forklift market size was estimated at USD72.59 billion in 2024 and is projected to reach USD154.99 billion by 2030, growing at a compound annual growth rate (CAGR) of 13.7% from 2025 to 2030. 

At the same time, the automation market is surging. 

Autonomous mobile robots and guided vehicles are being adopted at a rapid pace. The global AGV-AMR market was valued at USD2 billion in 2024 and is expected to rise to USD2.26 billion in 2025, eventually reaching USD6 billion by 2033, expanding at a CAGR of 13% from 2025 to 2033.

This momentum reflects their undeniable strengths. 

Robots are tireless in repetitive tasks and consistent in performance. They are ideal for high-volume workflows where precision and predictability matter most. 

Yet automation is not something that can be applied uniformly. A solution that thrives in one facility can fail in another if it is not designed around specific workflows, layouts, and systems. There is no universal blueprint.

This is why the distinction between greenfield and brownfield facilities is so important. 

New sites can be designed with automation in mind, embedding robotics into workflows from day one. Older facilities however, often face constraints that make full automation impractical, at least in the short term. 

Retrofitting infrastructure or redesigning processes may not be possible without disruption, which is why many brownfield projects continue to rely on manual vehicles. 

In these contexts, automation is often introduced gradually, layered into existing operations rather than replacing them entirely.

This means there are multiple cases where manual and automated systems coexist. Also, some organisations find a balance where forklifts handle irregular or judgment-heavy tasks while robots manage repetitive flows. Others make a sharper transition to automation in carefully defined areas. 

What matters is not the label on the vehicle but whether the material handling system as a whole is orchestrated intelligently. Hardware only reaches its full potential when guided by software capable of making data-driven decisions, monitoring workflows, and optimising assignments in real time.

For companies considering automation, preparation is critical. Processes need to be optimised first; otherwise, the introduction of robotics can amplify existing inefficiencies rather than resolve them. 

Measurement is equally vital. Without a clear baseline of performance - for example, throughput, error rates, downtime - improvement cannot be quantified, and the impact of automation risks remaining unclear.

Manufacturers and technology providers have their part to play. Forklift makers are increasingly equipping vehicles with real-time location systems and retrofit IoT modules, ensuring they remain relevant in connected environments. 

AMR and AGV vendors, meanwhile, are working toward interoperability standards such as VDA 5050, helping customers avoid closed ecosystems and integrate diverse fleets under a common language. Both sides must recognise that every customer is different, and flexibility in design is as important as technical sophistication.

The move toward automation then, is not about abandoning the past for the future. It is about understanding the realities of each facility and designing solutions that fit. 

Some will remain largely manual, others will adopt robotics extensively, and many will chart a course in between. 

What unites them is the need for thoughtful planning, rigorous measurement, and technology that enhances rather than overrides human knowledge.

In both logistics and manufacturing, the lesson is the same: success does not come from choosing forklifts over robots, or robots over forklifts. It comes from aligning technology, processes, and people in a way that reflects the unique character of each operation.