Portrait of Kari DeSantis

It is an honor to be nominated as one of IFR’s “10 Women Shaping the Future of Robotics” alongside this amazing group of women. Each of us brings unique talents to the table. Encouraging diversity within the robotics sector is important. While there are many efforts to shine a light to attract talent to the engineering and technical side of our business, I’m honored to see marketing recognized in this category. The fact is our industry offers incredible opportunities, not only in technical fields but in business and operational roles. When we attract diversity, and welcome different viewpoints, we unlock potential beyond imagination.

For nearly 30 years at FANUC, I have dedicated myself to amplifying our automation solutions through innovative marketing strategies. My goal has always been to educate, inspire, and connect our customers to the transformative and exciting opportunities that come from automation. 

If you asked me to share my thoughts on what has shaped my journey as a leader and helped me make an impact, here's what I would say.

Be yourself

Very early in my career, one of the best pieces of advice I received was to embrace my individuality—to use my marketing perspective as a powerful differentiator to set me apart. Being different isn’t a limitation; it’s a strength that can empower and inspire.

When I first entered the robotics industry, I was often the only woman in the room, on the speaking agenda or at the table. In the office, I was a marketing mind in a world of engineers. While I was always able to grasp robotic concepts and articulate key technical advantages, I did not think like an engineer. That’s the beauty of diversity. I found the courage to speak up, pose questions that revealed a different point of view, strategically open minds to position ideas and get support for initiatives I wanted to move forward.

The truth is when we embrace different perspectives, magic happens. Our discussions are richer, our solutions more robust, and our impact farther reaching.

Foster curiosity

I enjoyed talking to our customers and integrators about what our products were doing for their employees, their production rates, their business and ultimately their bottom line. I was curious and asked a lot of questions. That curiosity drew me into many high-level business discussions, helped me build relationships and network. It was pure curiosity, not networking for my own career advantages, but that’s what it led to.

Curiosity opens doors, conversations and allows ideas to grow.

Strategic Vision

I had the privilege of being part of FANUC's journey from the very beginning as we embarked on formalizing our authorized system integrator program. In laying the groundwork and establishing the foundational elements of the program, I recognized the marketing opportunities that could be unlocked.

At that time, robotics was growing in what we refer to as general industry, which basically was everything except automotive. The general industry world was new – automation was being applied in ways it had never been done before. It was exciting to see not only what we were doing with our technology but the impact on what was being accomplished in businesses small and large everywhere. The diversity and reach – from milking cows to pharmaceuticals – development and innovation thrived. Every system was doing good - making jobs more fulfilling and safer, and making companies more productive and profitable. Manufacturing was staying local and solving problems that had yet to be solved. These stories not only interested me, but they inspired me.

FANUC and our integrators were innovating and forging new paths, yet the marketing side of the industry was technical, quiet, and bland. I wanted to change that.

I developed a strategy and marketing initiatives to leverage integrator solutions. This created a content stream for our marketing efforts that I’m proud to say is still thriving today.

Ambition vs. Passion and Energy

As I grew in my career, I thought a lot about the roles of ambition versus passion. Ambition is defined as a strong desire or determination to achieve something, typically requiring hard work and dedication. It’s often referred to as the driving force behind one's goals or aspirations, whether personal or professional. Passion for work means you feel excited about what you do. You find meaning and purpose in your work. Oprah Winfrey famously summed it up: “Passion is energy. Feel the power that comes from focusing on what excites you.”

I was privileged to have remarkable leadership and mentors, yet no one ever pushed me or set my agenda. I did it on my own…with energy and passion. Good ideas were never in short supply – they always came. Passion gets the job done – when it’s smooth or challenging. Passion supports, encourages and empowers others. Every campaign, every customer experience, every strategy, every endeavor starts with energy and passion to do right by your organization.

In my experience, personal rewards always follow when you lead with passion and energy.

Balance

As women, we are often faced with the challenge of balancing our careers and our families. There are many discussions questioning whether achieving an ideal balance is possible, particularly in the United States. Let’s be honest: society typically places this challenge squarely on women. Can you really have it all? Well, it certainly depends on one’s own definition. For me, having a satisfying and fulfilling career was important, and so was prioritizing my family.

Workplaces that are supportive of women and their aspirations have the best chance of retaining their talents.

I was fortunate to be able to strike a balance as the best employee and mother I could be. I have no regrets about that decision, and ultimately, it didn’t prevent me from growing and prospering in my career. While that was the right decision for me, each of us must define our own path. My message is that it is possible to create your unique version of “having it all”.

Take a Breath

Today, as busy professionals, our schedules are often packed to the brim, leaving little room to pause and reflect. However, creativity requires more than just effort—it thrives in mental clarity and free space. Whether you're crafting a strategy, writing software code, conceptualizing an engineering solution, or devising a compelling campaign, your best ideas won’t surface if your brain is overwhelmed. When your mind is at full capacity, it’s like trying to pour water into an already full cup—it spills over and achieves nothing.

I’ve found that some projects benefit immensely from stepping back and allowing the mind to wander. It’s in those moments of intentional detachment—that inspiration often strikes.

The key is recognizing when to pause. Taking a breath is not a sign of neglect or inefficiency, it’s an investment in the quality of your work. By giving yourself time to think without pressure, you’ll find that your creativity flourishes.

Care

There are so many amazing people tied to this industry. I’ve given a lot to this industry, but I’ve received so much.

Working in a great environment with wonderful people perpetuates care.

Care to show up and be the best you can. Care for your colleagues, your employees, your leadership team, your brand, your customers, and for our industry.

In summary

I really love this industry. I learn something new every day. There’s always a challenge, target or goal that we are all pulling together to achieve. I’ve been fortunate to have had incredible mentors in my years. I have an amazing marketing team, the support of our leadership and frankly I just have a lot of fun doing what I enjoy. I’m humbled and honored to be nominated beside this amazing list of women. Our collective talents are a beautiful blend of skills that fuels industry growth, attracts talent and impacts overall success.

Let’s amplify our voices as women, support each other’s aspirations and create a space where everyone thrives.