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In this ROKStudios conversation, Uwe Küppers, Business Lead for Lifecycle Services at Rockwell Automation, explores how manufacturers and OEMs can design for autonomy across the full machine lifecycle. He discusses the shift from isolated automation to connected, lifecycle-wide strategies, highlighting the role of digital engineering, AI-enabled insights, and data contextualization. The conversation also addresses how closer alignment between OEMs and end users is becoming critical to delivering long-term performance, resilience, and sustainable value.