What A.I. Automation does

A.I. Automation is a privately held, Western Australian owned and operated distributor and engineering services provider based in Rockingham, WA. The firm specialises in industrial automation hardware and supporting engineering services for the industrial, mining and manufacturing sectors operating in Western Australia. Its core customer base consists of regional industrial operators requiring PLCs, HMIs, variable speed drives, servo systems, and safety/anti-collision equipment, with the website describing a "large client base throughout WA."

The company's product portfolio centres on its authorised distributor relationship with Mitsubishi Electric Automation, covering compact and modular PLCs, HMI touch screens, AC variable speed drives, servo motors and amplifiers, and motion control equipment. Adjacent lines include Parker SSD and Emerson/Control Techniques DC variable speed drives, a stock range of electrical switches and control equipment, Mitsubishi programming software, and HitNot personal protection and anti-collision systems. The technical offering is therefore a hardware distribution stack layered with factory-authorised engineering services.

A.I. Automation monetises through two streams: hardware sales of automation components and a professional services line covering mechanical design, PLC systems design, complete system configuration, network configuration, programming assistance, onsite service, commissioning, and onsite software/hardware training. GTM is enterprise field sales via a small in-house team of qualified sales, engineering and support staff operating across Western Australia. Pricing is quote-based with a Request a Quote workflow on the website; no standard pricing, tiers, or contract values are disclosed. The company has 1–10 employees and no disclosed funding, M&A, or expansion activity in the input data.

Name

A.I. Automation

Legal name

A.I. Automation

Website

https://aiautomation.com.au

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

1–10 employees

Short description

A.I. Automation is a privately held Western Australian distributor and engineering services provider of Mitsubishi Electric industrial automation hardware and HitNot safety systems, serving mining, manufacturing and industrial operators across Western Australia.

Ownership category

akta.pro rank

Product category

Industrial Automation Equipment

NAICS

Industrial Machinery Manufacturing (3332), Other General Purpose Machinery Manufacturing (3339), Speed Changer, Industrial High-Speed Drive, and Gear Manufacturing (333612)

SIC

Wholesale-Industrial Machinery & Equipment (5084), Services-Computer Integrated Systems Design (7373), General Industrial Machinery & Equipment (3560)

akta.pro primary industry

Motion & Machine Control (CNC, Robotics Controllers, Servo/Motion Controllers) (IMAGABAG)

akta.pro secondary industries

Industrial Automation Software (SCADA, HMI, MES, Historian) (IMAHAHAJ), Motion Control Components (Servos, Drives, Motors, Encoders) (IMAHAHAG)

Keywords

• Industrial automation
• Programmable logic controllers
• Variable speed drives
• Motion control equipment
• Mining automation

Headquarters

HQ city

Rockingham

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Hardware Sales: Sale of automation equipment including Mitsubishi PLCs, HMIs, Variable Speed Drives, Servo Motors, and related automation components. Also includes Parker SSD and Emerson/Control Techniques DC drives.
2. Professional Services: Engineering services including mechanical design, PLC systems design, configuration of complete systems, network configuration, programming assistance, onsite service, support and commissioning, and training.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

A.I. Automation is an authorised Western Australian distributor of industrial automation hardware (Mitsubishi PLCs, HMIs, variable speed drives, servo motors, and motion equipment, plus Emerson/Control Techniques and Parker SSD DC drives, electrical switches, and HitNot safety systems). The company also delivers professional engineering services including mechanical design, PLC systems design and configuration, programming assistance, onsite service/support/commissioning, and training for industrial, mining, and manufacturing clients across Western Australia.

Product overview

A.I. Automation is an authorized Western Australian distributor for Mitsubishi Electric Automation products, offering a comprehensive portfolio of industrial automation hardware. The product lineup centers on Mitsubishi Compact PLCs, Mitsubishi Modular (rack type) PLCs, Mitsubishi HMI Touch Screens, Mitsubishi Variable Speed Drives (VSD AC), and Mitsubishi Servo & Motion Control Equipment as the core product categories. Additionally, they distribute complementary products including Electrical Switches & Control Equipment, Emerson/Control Techniques Variable Speed Drives (VSD DC), Parker SSD Variable Speed Drives (VSD DC), and HitNot Personal Protection and Anti-Collision Systems. Mitsubishi Software rounds out the offering for programming and configuring these automation products. The company operates as a hardware distribution and integration business rather than a software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Mitsubishi Compact PLCs Compact programmable logic controllers from Mitsubishi Electric for small to medium automation applications, sold to industrial, mining, and manufacturing operators in Western Australia.
• Mitsubishi Modular (rack type) PLCs Modular rack-type programmable logic controllers from Mitsubishi Electric for larger, scalable automation systems.
• Mitsubishi HMI Touch Screens Human-machine interface touch screen panels for operator control and monitoring of automation systems.
• Mitsubishi Variable Speed Drives (VSD AC) AC variable speed drives for controlling motor speed and torque in industrial applications.
• Mitsubishi Servo & Motion Control Equipment Servo motors and amplifiers for precision motion control and positioning applications.
• Electrical Switches & Control Equipment Various electrical switches and control equipment for industrial automation systems.
• Emerson/Control Techniques Variable Speed Drives (VSD DC) DC variable speed drives from Emerson/Control Techniques for motor control applications.
• Parker SSD Variable Speed Drives (VSD DC) DC variable speed drives from Parker SSD for industrial motor control.
• HitNot Personal Protection and Anti-Collision Systems Personnel protection and anti-collision systems for industrial safety applications in WA.
• Mechanical Design and PLC Systems Configuration Complete hardware design solutions including PLC systems design and configuration of complete automation systems for WA industrial operators.
• Onsite Service, Support and Commissioning Factory-authorised engineers providing onsite technical support, network configuration, and commissioning for automation systems.
• Programming Assistance Programming assistance for automation systems drawing on many years of experience with the Mitsubishi product range.
• Training Onsite software and hardware training for customers using Mitsubishi and other distributed automation products.

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Mitsubishi Electric AutomationcoreChannel Partner/ Reseller/ DistributorAuthorised Western Australian Distributor for Mitsubishi Electric Automation products including Programmable Logic Controllers, PLC Equipment, Human Machine Interface Panels (HMI), Variable Speed Drives (VSD), Servo Motors and Amplifiers, and Motion Equipment.
• Parker SSDminorChannel Partner/ Reseller/ DistributorRepresents Parker SSD Variable Speed Drives (VSD DC) in Western Australia.
• Emerson/Control TechniquesminorChannel Partner/ Reseller/ DistributorRepresents Emerson/Control Techniques Variable Speed Drives (VSD DC) in Western Australia.
• HitNotcoreChannel Partner/ Reseller/ DistributorAuthorised State Distributor for HitNot personal protection and anti-collision systems in Western Australia.

Scale indicators2 records

Recent moves3 records

Broad incumbents

• Rockwell Automation Australia: Global industrial automation incumbent selling PLCs, drives, motion, and safety systems with Australian coverage; competes for the same PLC, VSD, and motion-control accounts that A.I. Automation serves via Mitsubishi.
• Schneider Electric Australia: Major global industrial automation and motor controls vendor with Australian direct and channel presence; competes for the same industrial and mining automation programmes served by A.I. Automation in WA.
• ABB Australia: Global industrial automation, drives, and robotics incumbent with significant Australian operations—directly comparable in serving large mining and industrial automation customers across motor controls and process automation.

Direct peers

• NHP Electrical Engineering Products: Australia's largest dedicated industrial electrical and automation products distributor, also serving mining and industrial customers with a broad portfolio of motor controls, PLCs, and automation gear—closely comparable to A.I. Automation's hardware distribution plus technical support model.
• Festo Australia: Industrial automation distributor (pneumatics, motion, controls) with Australian operations, supporting mining and manufacturing customers with hardware and engineering services—comparable in business model to A.I. Automation's regional automation distribution plus services.
• Omron Electronics Australia: Industrial automation vendor (PLCs, HMIs, motion, safety) with Australian channel presence; competes for the same PLC, HMI, and motion control accounts that A.I. Automation serves via Mitsubishi.
• Pilz Australia: Industrial safety automation specialist and distributor in Australia (a direct competitor for the HitNot personal-protection and anti-collision portion of A.I. Automation's portfolio) with similar mining and industrial customer focus.
• SICK Australia: Sensor and industrial safety automation vendor with Australian distribution, serving mining and manufacturing accounts with complementary automation and personnel-protection solutions comparable to A.I. Automation's offering.
• CSE Global (CSE Crosscom / CSE Uniserve): Australia-focused industrial automation and electrical engineering distributor/system integrator with strong WA resources-sector presence, offering comparable scope of automation hardware, engineering, and commissioning services to mining and industrial customers.

Emerging players

• Balluff Australia: Industrial automation sensor and connectivity specialist with a local Australian presence; complements and partially overlaps with A.I. Automation's PLC, HMI, and servo portfolio for industrial and manufacturing customers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about A.I. Automation