Customer-driven product priorities: data democratization

In this episode of Manufacturing Hub, Vlad Romanov and Dave Griffith sit down with Benson Hougland from Opto 22 to get brutally practical about what is actually running on shop floors today, and what it takes to move from legacy automation to modern, data ready operations without breaking what already works. If you have ever walked into a plant and seen a mix of decades old controllers, manual processes, islands of automation, and a few shiny modern pockets of connectivity, this conversation will feel very familiar. Benson has spent roughly three decades at Opto 22 and he has seen the full spectrum, from brownfield realities where nothing can go down, to greenfield expansions where teams can finally design with data, security, and integration in mind.

A major thread in this discussion is the gap between “the machine runs” and “the business can learn from the machine.” Benson lays out why so many facilities still operate in a world of siloed equipment with minimal visibility, and why digital transformation stalls when the goal is vague or driven by trend chasing. The most actionable insight is simple: start with a real problem, win small, build trust in the data, and only then scale. That approach is how you avoid proof of concept purgatory, and it is also how you get leadership buy in without overpromising. If you are looking at industrial AI, it becomes even more critical, because manufacturing cannot tolerate hallucinated answers. Benson explains why industrial AI starts with sanctity of data, meaning clean, contextualized, trustworthy signals that an organization can actually act on.

You will also hear a grounded take on why hardware still matters in 2026. Not because everyone wants to rip and replace working PLCs, but because modern plants need layered edge strategies that can extract the right data, protect legacy assets, and integrate upward using open methods.

About the guest
Benson Hougland is a long time leader at Opto 22, a US based manufacturer of industrial controllers, edge devices, and IO. He focuses on customer and integrator feedback, product strategy, and the practical challenges teams face when modernizing systems while keeping operations running. Opto 22 is known for building and manufacturing in the United States and for leaning into open connectivity approaches that help reduce lock in and simplify integration.

About the hosts
Vlad Romanov is an electrical engineer with an MBA from McGill University and over a decade of experience delivering automation and modernization work across high performing manufacturing environments. Through Joltek, Vlad supports manufacturers with plant floor assessments, controls and OT architecture, system modernization planning, integration execution, and technical upskilling so teams can own their systems long term. Vlad’s work consistently sits at the intersection of reliability, operational execution, and the realities of IT and OT convergence, with a focus on what is feasible in real facilities, not just what looks good in a slide deck.

Dave Griffith is a long time manufacturing and automation practitioner focused on bridging the gap between modern technology conversations and what is practical on the plant floor. Dave brings a systems mindset to modernization, with a strong emphasis on outcomes, maintainability, and the human factors that decide whether projects scale or stall.

If this episode resonates and you are navigating modernization decisions, especially around OT networking, data infrastructure, platform selection, or plant floor security, Joltek can help you evaluate your current state, define a realistic target architecture, and build a roadmap that your team can execute.

Joltek links
https://www.joltek.com/services
https://www.joltek.com/education/ot-networking-fundamentals

Timestamps
00:00:00 Welcome back and the hardware focused modernization theme
00:01:40 Benson Hougland background, entrepreneur to controls to Opto 22
00:04:10 A garage manufacturing story and the lessons of building real product
00:09:00 The gap between cutting edge plants and manual, siloed operations
00:11:10 What actually blocks modernization, capital, planning, and alignment
00:13:10 Start small, solve a real problem, and build trust in outcomes
00:14:40 Proof of concept purgatory and why leadership buy in changes everything
00:17:50 Industrial AI needs data, and data integrity becomes the non negotiable
00:22:30 Obsolescence, cybersecurity, and simplifying the industrial tech stack
00:28:20 Cybersecurity is a process, not a product, and why defaults are deadly
00:37:10 Linux at the edge, containers, and why modern controllers are like smartphones
00:53:10 ProveIt and the virtual factories approach, real data, real integration paths