Brownfield is no longer defined by age. Even a production facility commissioned just a few years ago can effectively operate as a brownfield environment if it lacks the digital foundation needed to turn data into actionable insights. While manufacturers have invested heavily in automation and are generating vast amounts of data, many still struggle to transform that data — and the growing capabilities of AI — into measurable business value. The challenge is no longer collecting information; it is contextualizing it, making it accessible, and embedding intelligence into everyday operations. Building a truly smart and increasingly autonomous operation requires far more than deploying new technologies. It demands alignment across systems, processes, and people, supported by a clear strategy for turning data into decisions and decisions into outcomes. In this keynote, Jan Burian will explore why so many digital transformation initiatives fail to scale, what separates industry leaders from the rest, and how manufacturers can create the foundation needed to successfully leverage AI, industrial data, and intelligent automation. Drawing on market research, customer examples, and industry best practices, he will share practical lessons for accelerating the journey toward more adaptive, resilient, and data-driven operations.