Rob McGreevy Explores Industry Transformation and Digital Twins at AVEVA World 2023

At AVEVA World 2023, I had the opportunity to sit down with Rob McGreevy, the Chief Product Officer at AVEVA, to delve into the future of digital twins and the transformative impact these innovations will have on industries.

Rob highlighted the evolving landscape of digital twins, emphasizing their functional and verticalized progression. “We are moving towards specialized digital twins catering to specific industry functionalities, such as maintenance, production, and sector-specific nuances,” he explained. This shift will enable a more nuanced and tailored approach, particularly in capital-intensive industries like power, chemicals, and oil and gas, where the implementation of digital twins has shown significant benefits.

In discussing the seamless integration of data for these digital replicas, Rob stressed the importance of openness, neutrality, and adherence to industry standards. “Interoperability and adherence to open protocols will facilitate a smooth data exchange,” he stated, underlining the necessity for Extensibility Mechanisms and APIs.

The conversation pivoted towards the ‘industrial Metaverse’ and its perception within AVEVA and the industry at large. Rob pointed out the diverse perceptions that exist within the industry, ranging from a focus on the practical application and benefits to skepticism and misconceptions associated with over-marketing. To counter this, Rob emphasized the importance of demystifying the concept and focusing on real-world use cases and value.

Discussing the evolution of human-machine interactions, Rob highlighted the potential impact of improved immersive headsets. “While these headsets will enhance interactions, practicality may still lie with devices like phones and tablets for exploring environments,” he noted. He anticipated that immersive experiences would primarily serve training and collaborative environments, while AR technology would likely dominate real-world applications.

Rob also shed light on AVEVA’s endeavors with machine learning and AI. “We’re using large language models for industrial activities, combining their strengths with specific industrial skills to safeguard proprietary information while leveraging AI’s capabilities,” he elaborated. The company’s approach emphasizes the integration of AI while prioritizing the security and confidentiality of sensitive industrial information.

Looking ahead, Rob expressed enthusiasm for energy transition and sustainability. He emphasized the significant opportunity the industrial sector has to positively impact the world and revealed his intrigue for disruptive technologies. “Predicting and investing ahead of technological curves challenges us, but it’s a thrilling prospect,” he shared.

Rob McGreevy’s insights offer a glimpse into AVEVA’s commitment to driving innovation in the industrial landscape, emphasizing the evolution of digital twins, the potential of the industrial Metaverse, and the exciting trajectory of technology in the coming years. We want to thank Rob and the AVEVA team for the interview and the opportunity to attend AVEVA World 2023.