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As machine builders and manufacturers face rising expectations around sustainability, cybersecurity, safety, workforce and AI, collaboration is becoming a more strategic part of machine design. In this ROKStudios session, Andrew Ellis, VP Global Portfolio Engineering at Rockwell Automation, joins Stan Miller to discuss how OEMs, end users and technology partners can work together earlier in the design cycle to improve speed to market and build better-performing machines. He explores the value of co-innovation, the role of digital twins and simulation in reducing risk, and why hands-on validation can help OEMs make faster, more confident technology decisions as machines become more autonomous and software-driven.