Automation debates intensify as digital construction organisations assess whether robots should replace workers or collaborate effectively.
As robotics, artificial intelligence and automation accelerate across the global economy, digital construction firms face growing pressure to reduce costs and increase productivity through technology. High-profile examples from manufacturing and logistics have fuelled expectations that large-scale job replacement is inevitable. However, new organisational research suggests that replacing human workers with robots may undermine long-term competitive advantage, particularly in complex, knowledge-driven sectors such as digital construction.
A recent study from Binghamton University School of Management (SOM) examines whether companies generate greater value by substituting human labour with robots or by integrating robots as collaborative partners. Its findings are increasingly relevant for construction leaders navigating robotics in construction, BIM-enabled workflows and digitally integrated project delivery.
Automation versus collaboration
The study highlights examples often cited in automation debates. Amazon’s stated ambition to automate 75% of its operations, potentially replacing more than 500,000 jobs, contrasts with Hyundai’s Georgia automotive plant, where more than 1,000 robots operate alongside almost 1,500 human employees.
For digital construction organisations, similar decisions arise around autonomous plant, robotic site operations, offsite manufacturing and AI-driven design automation. While full automation can deliver short-term efficiency, the researchers warn that substitution strategies are easily replicated by competitors, eroding differentiation.
Instead, the study argues that human-robot collaboration creates organisational value that is harder to imitate, particularly when technology enhances existing human capital rather than displacing it.
Source of competitive advantage
“Simply put, deploying robots in a collaborative manner with humans can alter social dynamics in ways that encourage unit members to feel, act and think together,” the study states. “By leveraging these resources through the deployment of robots in collaborative settings, organizations can not only generate additional economic value from their human capital but also improve their ability to capture a greater share of that value in the competitive market.”
In digital construction, this applies directly to roles involving coordination, interpretation and decision-making, such as BIM management, digital engineering, design coordination and data-driven project controls. Robots and AI systems can process large datasets or perform precise physical tasks, while human workers provide judgement, contextual understanding and adaptive problem-solving.
Improving workforce commitment
Chou-Yu (Joey) Tsai, SOM Osterhout associate professor of entrepreneurship and study co-author, explained that the research initially focused on leadership impacts before expanding to organisational outcomes.
The study evaluated two approaches: a substitute view, where robots replace human roles, and a complementary view, where robots support and extend human capabilities. While both approaches can improve efficiency and productivity, the complementary model produced stronger employee commitment and organisational cohesion.
“The most successful organizations will find a way to extract the best value from these technologies to achieve their unique goals,” Tsai said. “If you’re focused on going up against other companies by introducing robots to replace some key roles traditionally carried out by human employees, that’s not always the best strategic thinking because your competitors could easily do the same thing.”
For construction firms already facing skills shortages, this finding reinforces the importance of retaining and developing digital talent rather than pursuing aggressive workforce reduction through automation.
Implications for workforce design
The research also emphasises on-the-job learning as a critical factor in effective robotic integration. Assigning robots to tasks that remove meaning, autonomy or mastery from human roles can negatively affect mental health and undermine the efficiency gains automation seeks to deliver.
“Discussion of AI and robots often centers on adoption speed, workplace disruption and job displacement,” said Rory Eckardt, SOM Associate Dean for Faculty Research and co-author. “Our paper shifts attention to complementary integration by considering when these technologies strengthen teamwork and coordination, improve the work environment, and support value creation and competitive advantage.”
In digital construction, this has direct relevance for how robotics are deployed across site operations, digital twins, design automation and asset management platforms.
Lessons from research, healthcare and engineering
The study cites examples where collaboration delivers measurable value. Research and development teams using robotic systems to analyse complex datasets achieved better coordination and outcomes. In healthcare, surgical robots enabled enhanced 3D visualisation and precision, supporting clinicians rather than replacing them.
Comparable models are emerging in construction through robotic surveying, automated quality inspections and AI-assisted design review, where technology augments professional expertise.
Shelley Dionne, SOM Dean and co-author, reflected on the broader implications: “When I began my research career in leadership and organization science, I could have never predicted that technology would advance to the point where we’re researching the impact of robots on leadership development and organization effectiveness.”
For digital construction leaders, the research signals that sustainable productivity, workforce resilience, and competitive advantage are more likely achieved through deliberate human-robot collaboration than workforce replacement strategies.
Read next: Robot Dogs transforming Sellafield – Build in Digital
Are you a building professional? Sign up for a FREE MEMBERSHIP to upload news stories, post job vacancies, and connect with colleagues on our secure social feed.
