138 Microsoft’s John Chien highlights the benefits that manufacturers are yielding by adopting new practices that are possible thanks to new technology BY RICHARD HUMPHREYS Manufacturing, like most other industries, is at a crossroads, as traditional processes are superseded by new models that are driven by technological advances. The scale of transformation under way is unprecedented – reshaping everything from product design to factory operations – and it challenges even the most established practices. But having often made significant investments in capital assets with long lifespans, it can be difficult for manufacturers to justify a change in direction. Nevertheless, many have chosen the path of transformation, with technology at its heart. Microsoft for Manufacturing is helping organisations reimagine how products are researched, designed and launched. “The design and engineering phase has undergone a fundamental transformation, driven by the convergence of AI, cloud computing and digital thread technologies,” says John Chien, director of industry and product marketing at Microsoft. “Manufacturers are moving from experimentation to scaled adoption, prioritising agility and resilience. Practices like simulation-led design and shift-left engineering are mainstream, enabling earlier validation and compliance.” Businesses are shifting towards connected, intelligent workflows that reduce late-stage rework and improve time-to-market. “While integration challenges remain, the trajectory is clear: engineering environments are becoming more collaborative, data-driven and futureready,” says Chien. The shift-left approach helps manufacturers identify and solve design or compliance issues earlier in the development process, saving time, reducing costs and accelerating speed to market. “Beyond efficiency, a shift-left approach also improves cross-functional collaboration and supports compliance in highly regulated sectors like aerospace and automotive,” says Chien. Increasing the adoption of shift-left practices is not without challenge. According to The Impact of AI on Product Design and Engineering: Signals FEATURE Reshaping design manufacturing
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