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In this ROKStudios conversation, Gian Paolo Crasta, Director General of UCIMA, explores how packaging machinery OEMs are reshaping their strategies in response to increasing demands for flexibility, faster delivery, and digital-enabled services. Drawing on UCIMA’s industry-wide perspective, he discusses the shift toward lifecycle thinking – balancing sustainability and circularity with productivity, uptime, and measurable performance – and highlights how capabilities such as virtual testing, data-driven services, and remote support are helping machine builders stay competitive.