Billion dollar question: do you get more bang for the buck (return on investment, ROI) out of improving robot control schemes, or out of designing the product with automated assembly in mind? Bonus: the ROI changes as you invest in either bucket.
Probably both, to the extent that it's practical.
Currently, you can either use fixtures and jigs and specialized machines and run fast, use humans and run medium speed, or use AI and generic robotics and run REALLY SLOWLY.
Where's the value prop?