For SMD pick and place machines, chip 0R resistors are considerably more suitable than just a piece of wire. Most typical use for them here is to add possibility to easily cut signals when debugging designs if there are uncertainties involved, and they are usually removed at final stages of product development.
0R resistors are something like 50 milliohms in reality. I had a case where I had to change 0R jumpers (used for prototype testing purposes) to 10 milliohm resistors (also used in the product), due to that the 0R resistors had inconveniently large voltage drop (three in parallel) for the current.
Regards,
Janne