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In this episode of ROKStudios, Emmanuel Guilhamon, Vice President, Sustainability at Rockwell Automation, explores how sustainability is becoming a core design principle for machine builders. He discusses the shift from traditional performance metrics to a broader lifecycle view that includes energy efficiency, material use, and environmental impact. The conversation also highlights how digital twins, AI, and connected data are enabling more sustainable design, helping OEMs balance productivity, resilience, and long-term business value.