Fulfillment Potential: The Strategic Impact of Robotics in 3PL Operations

In this episode of Supply Chain Now, Scott Luton sits down with Bryan Wright, CTO and COO at G10 Fulfillment, and Cody Upp, Head of Marketing, Sales and Solutions at Zebra Robotics Automation, to explore how next-generation automation is reshaping third-party logistics.Bryan shares G10's journey to finding the right automation partner to boost labor efficiency, accuracy, and growth while maintaining cost control and training flexibility. Cody explains Zebra's modular AMR (autonomous mobile robot) system—designed with operators in mind—that reduces variable cost per unit, maximizes utilization, and supports multiple workflows from picking to replenishment. Together, they break down why decoupling carts from robots isn’t just innovative, it’s transformative.Jump into the conversation:(00:00) Intro(01:54) Meet Bryan and Cody(04:36) Diving into G10 Fulfillment and Zebra Robotics(07:46) Operational challenges and automation solutions(12:23) The power of detaching carts from robots(21:49) Future prospects and continuous improvement(25:41) Commitment to success and incentive structures(26:27) Continuous improvement and utilization goals(27:30) Entrepreneurial mindset at Zebra(28:28) Strategic differentiation with technology(31:30) Client feedback and future roadmap(35:13) The role of automation in the future(40:10) Advice for 3PL executivesResources:Connect with Cody Upp: https://www.linkedin.com/in/cody-upp/ Connect with Bryan Wright: https://www.linkedin.com/in/bryan-wright-7622499/ Learn more about Zebra Technologies: https://www.zebra.com/ Learn more about G10 Fulfillment: https://g10fulfillment.com/ Check out Zebra Order Fulfillment Solutions:   https://www.zebra.com/fulfillment Check out Automation: Your Strategic Advantage: https://bit.ly/4fdKrA6 Check out Zebra on The New Warehouse Podcast: https://bit.ly/4lOofPf Connect with Scott Luton: https://www.linkedin.com/in/scottwindonluton/Learn more about Supply Chain Now: https://supplychainnow.com Watch and listen to more Supply Chain Now episodes here: https://supplychainnow.com/program/supply-chain-now Subscribe to Supply Chain Now on your favorite platform: https://supplychainnow.com/join Work with us! Download Supply Chain Now’s NEW Media Kit: https://bit.ly/3XH6OVkWEBINAR- From Framework to Action: Decision Automation in the Agentic Supply Chain: https://bit.ly/4nKlkJ6WEBINAR- From Legacy to Leading Edge, Morgan Foods’ Supply Chain Journey: https://bit.ly/3IcDDGkWEBINAR- Tomorrow’s Factory is Already Here: https://bit.ly/45QMGqoWEBINAR- Mastering Data in the AI Explosion Age - Managing the Fuel That Powers Innovation: https://bit.ly/4ogPN1kThis episode was hosted by Scott Luton and produced by Trisha Cordes, Joshua Miranda, and Amanda Luton. For additional information, please visit our dedicated show page at: https://supplychainnow.com/fulfillment-potential-strategic-impact-robotics-3pl-operations-1467 The content in this episode, including all audio, videos, visuals, and graphics, is the property of Supply Chain Now and is protected by copyright law. Unauthorized use, reproduction, distribution, modification, or re-uploading of this content in any form is strictly prohibited without explicit written permission from Supply Chain Now.For licensing inquiries or permissions, please contact us at [email protected]© 2026 Supply Chain Now. All rights reserved. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.