Automation Alley

What Automation Alley does

Automation Alley is a Michigan-based 501(c)(6) nonprofit technology business association founded in 1999 (corporate history references 2001) and headquartered in Troy, Michigan, operating as the state's designated Digital Transformation Insight Center. It supports small and mid-sized Michigan manufacturers, technology companies, and entrepreneurs in adopting Industry 4.0 technologies through a portfolio of programs: Project DIAMOnD (an industrial 3D printing initiative with a Digital Transformation Center in Auburn Hills offering polymer and metal additive manufacturing as a fee-for-service), the Cybersecurity Center at Oakland University, the Integr8 thought-leadership roundtable series, the Michigan Auto Supplier Transition Program (MAST-P), and a long-running international trade mission program that has facilitated over $2 billion in global sales across 50 trips to markets including Mexico, China, Thailand, India, and Vietnam over 22 years.

The organization generates revenue through a hybrid model combining government grants (approximately $2.9 million cumulative from the Michigan Economic Development Corporation since 2001, a $2 million U.S. Department of Energy cybersecurity grant in 2023, a $3 million Department of Defense contract for distributed manufacturing in 2025, and a $12 million joint Macomb/Oakland County award in 2020), Foundation Membership dues from major corporate brands (General Motors, Siemens, Verizon), event and content sponsorships, fee-for-service industrial 3D printing at the DTC, paid webinar series ($30 per session or $195 per 10-part series), and advertising. Essential Membership is provided free of charge to more than 12,000 Michigan manufacturers through a partnership with the MEDC, effectively making the organization a public-private platform rather than a transactional vendor.

Automation Alley is governed as a regional ecosystem convener rather than a venture-backed company, with no parent company, no private equity ownership, and no disclosed revenue. Under CEO Tom Kelly's leadership since 2016, the organization has repositioned itself from a networking group into Michigan's Industry 4.0 knowledge center, formalized partnerships with the World Economic Forum (as one of 12 global Advanced Manufacturing Hubs), Oakland University, Michigan State University, Washtenaw Community College, the Michigan Manufacturing Technology Center, and the Michigan Manufacturers Association, and operates a 11-50 person team across offices in Troy, Auburn Hills, and Rochester, Michigan.

Name

Automation Alley

Legal name

Automation Alley

Website

https://automationalley.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Automation Alley is a Michigan-based nonprofit technology business association serving 12,000+ state manufacturers with Industry 4.0 programming, industrial 3D printing, trade missions, cybersecurity training, and EV-supplier diversification support.

Ownership category

akta.pro rank

Product category

Industry 4.0 Business Development Services

NAICS

Commercial and Service Industry Machinery Manufacturing (3333)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Digital Learning Content Development (eLearning, Labs, Simulations) (BPAEANAD)

akta.pro secondary industries

Technical Documentation & Knowledge Management (Playbooks, Runbooks, Enablement Kits) (BPAEANAM), Digital Twins & Scenario-Based Systems Training (Equipment/Process Simulators) (EDAFAJAJ)

Keywords

• Industry 4.0 advisory
• Additive manufacturing services
• Trade mission facilitation
• Manufacturing cybersecurity
• Digital transformation consulting

Headquarters

HQ city

Troy

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Membership Dues: Automation Alley offers membership to technology and manufacturing businesses. Essential Membership is provided free to Michigan manufacturers through MEDC partnership. Foundation Membership is an exclusive tier for leading brands promoting the fourth industrial revolution.
2. Sponsorship and Advertising: Organizations can advertise on automationalley.com, sponsor events, trade missions, and thought leadership content. Thought leadership, event support, and brand visibility opportunities are offered through the advertising and sponsorship program.
3. Digital Transformation Center Services: Fee-for-service industrial 3D printing and additive manufacturing services offered through the DTC in Auburn Hills. Any business can submit 3D printing orders and access industrial-grade equipment and technical support.
4. Webinar Series Fees: The Exit Excellence for Industry Leaders Webinar Series is priced at $30 per individual session or $195 for the full 10-part series.
5. Grant Funding: Automation Alley receives grant funding from government sources including DOE ($2 million for cybersecurity center) and MEDC ($2.9 million since 2001 for trade program). These grants support program operations and initiatives.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Automation Alley operates as Michigan's Digital Transformation Insight Center and nonprofit technology business association, serving Michigan's manufacturers and technology businesses. It delivers value through a membership program (free for Michigan manufacturers via MEDC partnership), fee-for-service industrial 3D printing at its Digital Transformation Center, international trade missions, the Integr8 industry 4.0 roundtable series, the Michigan Auto Supplier Transition Program (MAST-P), a university-based Cybersecurity Center, and entrepreneurship/workspaces services.

Product overview

Automation Alley is a nonprofit technology business association and Digital Transformation Insight Center that operates as a platform-plus-programs model rather than a single unified product. The core offerings include: Project DIAMOnD (3D printing initiative with Digital Transformation Center for fee-for-service additive manufacturing), US Center for Advanced Manufacturing (national advanced manufacturing partnership), Cybersecurity Center (university-based research and training facility), Integr8 Series (thought leadership roundtables and playbooks), Michigan Auto Supplier Transition Program (MAST-P) for supplier diversification, Trade Missions for international business development, and Startup Resources for entrepreneurship support. The organization also provides workspace rental and event services. These programs work together to help Michigan manufacturers develop Industry 4.0 capabilities through a combination of technology access, education, networking, and business development services.

Differentiator

Problem solved

Functional benefit

Brands

• Project DIAMOnD: A 3D printing initiative led by Automation Alley that provides industrial-grade additive manufacturing capabilities through its Digital Transformation Center in Auburn Hills, Michigan.
• Integr8
• Michigan Auto Supplier Transition Program (MAST-P)
• US Center for Advanced Manufacturing

Products and services

• Automation Alley Membership Program Membership-based program for Michigan's technology and manufacturing businesses, providing access to Industry 4.0 resources, readiness evaluations, networking, and technical referrals. Essential Membership is free to Michigan manufacturers through MEDC partnership.
• Project DIAMOnD Digital Transformation Center (DTC) Fee-for-service industrial additive manufacturing facility in Auburn Hills, Michigan, offering polymer powder-bed fusion, large-format thermoplastic printing, and directed energy deposition metal printing on a production-grade basis to any business.
• International Trade Missions International business development program taking Michigan manufacturers on organized trade delegations to Mexico, China, Thailand, India, Vietnam and other high-growth markets, with matching MEDC grant support for participants.
• Integr8 Roundtable Series Curated roundtable discussion and playbook series covering AI, data, automation, IoT, robotics, and global manufacturing trends, with workforce transformation integrated across all topics.
• Michigan Auto Supplier Transition Program (MAST-P) Statewide initiative helping small Michigan auto suppliers diversify into emerging industries such as aerospace, defense, electric vehicles, advanced energy, and advanced mobility, with no-cost support services, webinars, and capital access.
• Cybersecurity Center at Oakland University University-based cybersecurity research, development, education, and workforce training center focused on improving cybersecurity for energy infrastructure and small to medium-sized manufacturing companies, especially in the automotive and utilities sectors.
• Exit Excellence for Industry Leaders Webinar Series 10-part monthly educational webinar series covering M&A strategy, valuation, and succession planning for manufacturing business owners, priced at $30 per session or $195 for the full series.
• Startup Resources and Entrepreneurship Services Programs and services supporting entrepreneurs and startups in the technology and manufacturing sectors to develop the skills and expertise needed to jumpstart or accelerate digital transformation initiatives.
• Office and Meeting Space Rentals Flexible workspace, meeting space, and event facilities available for rent at Automation Alley's Troy, Michigan headquarters, providing organizations with access to resources for business operations and events.
• Advertising and Sponsorship Program Advertising and sponsorship opportunities on the automationalley.com website, events, trade missions, and thought leadership content, providing brand visibility and event support for member and partner organizations.

Quantifiable outcome

• $2 billion+ in global sales facilitated for small Michigan manufacturers
• +4 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Michigan Manufacturers AssociationcoreStrategic or Co-development Partner · 18 June 2026Automation Alley and the Michigan Manufacturers Association co-host virtual webinars to introduce the Michigan Auto Supplier Transition Program (MAST-P), a statewide initiative designed to help small manufacturers diversify into emerging industries such as aerospace, defense, electric vehicles, advanced energy, and advanced mobility.
• GlobalAutoIndustry.comminorStrategic or Co-development Partner · 19 March 2026Developed the Exit Excellence for Industry Leaders Webinar Series in partnership with GlobalAutoIndustry.com. The 10-part monthly program guides manufacturing business owners through M&A strategy, valuation and succession planning from March through December 2026.
• Oakland UniversitycoreStrategic or Co-development Partner · 21 June 2023Automation Alley and Oakland University established a cybersecurity center at Oakland University with a $2 million grant from the U.S. Department of Energy's Office of Cybersecurity, Energy Security, and Emergency Response. The center focuses on research, development, education, and workforce training to improve cybersecurity for energy infrastructure and small to medium-sized manufacturing companies, especially in the automotive sector and utilities.
• Michigan Manufacturing Technology CentercoreImplementation/ SI/ Consulting Partner · 28 May 2021Automation Alley conducts leadership evaluations to determine where members rank in terms of Industry 4.0 readiness and refers those who are ready to the Michigan Manufacturing Technology Center for technical assessments.
• Washtenaw Community CollegeminorStrategic or Co-development PartnerPartnership with Washtenaw Community College for the MI FAME (Federation for Advanced Manufacturing Education) earn-while-you-learn apprenticeship program. The college welcomed its fourth cohort of 14 students to the MI FAME Mitten program to address Michigan's growing demand for advanced manufacturing talent.
• World Economic ForumcoreStrategic or Co-development PartnerIn 2019, Automation Alley was approached by the World Economic Forum to jointly establish the Advanced Manufacturing Hub for Michigan (AMHUB), one of 12 advanced production hubs globally. The organization is a noted contributor to the World Economic Forum's AMHUB Annual Report.
• SmartZoneminorStrategic or Co-development PartnerPartnership with SmartZone for distributed manufacturing growth through Project Diamond. SmartZone partners reported growth in distributed manufacturing and ongoing activity at local accelerators and adaptive reuse projects.
• Michigan State UniversityminorStrategic or Co-development PartnerAutomation Alley participates in workforce development initiatives spanning K-12 students, community college trainees, and existing workers through a partnership with Michigan State University and its $3 million NSF Future Manufacturing grant for AI diamond growth for semiconductor applications.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Michigan Manufacturing Technology Center: The Michigan affiliate of the NIST Manufacturing Extension Partnership (MEP) network, providing technical assessments and Industry 4.0 services to Michigan manufacturers — Automation Alley refers members here for deeper technical assessments, making it a tightly coupled delivery partner and direct peer in the same regional Industry 4.0 enablement space.
• MxD (Manufacturing x Digital): National digital manufacturing institute (formerly DMDII) focused on accelerating digital transformation in U.S. manufacturing through workforce, innovation, and cybersecurity programs. Operates a similar Industry 4.0 knowledge-center model at a national scale, with overlapping audiences in advanced manufacturing.

Emerging players

• CESMII (Clean Energy Smart Manufacturing Innovation Institute): U.S. smart manufacturing institute focused on AI, sensors, and data analytics in manufacturing. Comparable to Automation Alley in its mission to drive Industry 4.0 adoption, though with a stronger emphasis on energy/manufacturing intersections and national (not regional) reach.
• Smart Manufacturing Innovation Institute (SmartForge): DoD-sponsored smart manufacturing institute advancing digital adoption across the U.S. industrial base. Comparable as a federally backed Industry 4.0 accelerator, though focused on defense manufacturing supply chains rather than Michigan SMBs.

Broad incumbents

• National Association of Manufacturers (NAM): The largest U.S. manufacturing trade association, providing policy advocacy, workforce development, and networking at the national level. Overlaps with Automation Alley's association and policy/trade mission work but serves a far broader U.S. manufacturer base rather than a single state.

Regional players

• Detroit Regional Chamber: Regional business chamber serving Southeast Michigan with workforce, policy, and economic development programs — including automotive supplier transition work that overlaps with Automation Alley's MAST-P and trade mission initiatives.

Others

• World Economic Forum AMHUB Network: The WEF's Advanced Manufacturing Hub (AMHUB) network of which Automation Alley is a member. While not a competing entity, the global network shapes the standards, content, and partner ecosystem that frames Automation Alley's Industry 4.0 programming.
• Project DIAMOnD ecosystem partners (e.g., Stratasys): Industrial 3D printing OEMs whose equipment is used by Automation Alley's Digital Transformation Center. Comparable as commercial service-bureau / equipment vendors competing for fee-for-service additive manufacturing spend, though Stratasys is a vendor not a direct association peer.
• Michigan Economic Development Corporation (MEDC): Michigan's primary economic development agency and Automation Alley's largest grant funder ($2.9M+ since 2001) and membership partner. MEDC shapes the statewide Industry 4.0 agenda that Automation Alley executes against, functioning as both a sponsor and adjacent ecosystem player.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AutomationAlley
• YouTubeyoutube.com/@AutomationAlleyMI
• Facebookfacebook.com/AutomationAlley
• LinkedInlinkedin.com/company/automation-alley
• Instagraminstagram.com/automationalley

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 records

Funding overview

Funding rounds5 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Automation Alley