“Burning the Backlog”: PTC CEO Neil Barua’s Vision for Faster Product Development and Industrial Transformation
At the Paris Air Show 2025, Neil Barua, CEO of PTC, shared his insights on how the company is accelerating product development and driving industrial transformation amid labor shortages, AI adoption, and geopolitical uncertainty. PTC, a leader in software for design, manufacturing, and servicing across aerospace, defense, medtech, and industrial equipment sectors, is sharpening its focus on data integration, AI, and sustainability.
Accelerating Product Development with a Clear Vision
Reflecting on PTC’s 40-year history, Barua emphasized the company’s commitment to helping manufacturers develop products faster and with higher quality. Key industries like medtech, aerospace and defense, and high-tech electronics require shorter development cycles without sacrificing precision. PTC’s aim is to streamline how customers design, engineer, manufacture, and service their products.
Investing in an Intelligent Product Data Foundation
Barua highlighted PTC’s investment in the Intelligent Product Data Foundation. This initiative focuses on integrating PTC’s software suite—Codebeamer, Windchill, and Creo—to enable seamless data flow throughout the product lifecycle. The integrated data environment reduces complexity and speeds development, making it easier to apply AI effectively on top of connected data.
Addressing Labor Shortages with AI and Data Integration
Labor shortages and supply chain challenges remain significant hurdles for manufacturers. Barua explained how PTC supports customers by simplifying operations and leveraging generative AI. For example, some industrial equipment manufacturers are using PTC’s solutions to feed AI into humanoid robots on their factory floors, compensating for workforce gaps.
He stressed that a strong, intelligent data foundation is essential to deriving value from AI. Many companies have deployed technologies globally but struggle with siloed data and inconsistent adoption. PTC’s expertise helps break down these silos, enabling cohesive data use and accelerating product development with generative AI.
PTC’s Role in Digital Transformation
Barua noted that PTC has been preparing for the current phase of digital transformation for four decades. Many companies have yet to adopt technology deeply enough to stay competitive. PTC’s strategy is to build on its strong legacy by enhancing software integration and layering generative AI to support seamless operations amid a competitive environment.
Doubling Down on Core Industries
Rather than expanding into new sectors, PTC is focusing on its core markets where there is still untapped potential. Customers using Creo or Windchill are increasingly adopting Codebeamer to integrate software development into mechatronic systems. Barua emphasized helping clients maximize the value from technologies they are just beginning to use.
Staying Ahead Through Focus and Partnerships
PTC maintains a competitive edge by concentrating on core strengths and listening closely to customers. Barua shared that the company is actively partnering with startups in Silicon Valley to integrate AI tools and expanding collaborations with ERP and CAD providers to ensure open, seamless data flows. This openness remains a key differentiator for PTC.
Balanced Growth: Smart Acquisitions and Organic Innovation
While PTC continues to make targeted acquisitions, such as Inquiry Labs to enhance ALM capabilities, the current priority is organic innovation. Barua sees greater potential in deepening market penetration rather than entering unrelated areas. This focus supports delivering better solutions to existing customers.
Insights from the Paris Air Show
European defense companies are experiencing growing backlogs similar to the U.S., increasing the need to “burn the backlog.” Barua explained that PTC’s tools enable customers to move quickly from design changes to full-scale manufacturing. Integration between Codebeamer and Windchill is critical, especially as software becomes increasingly embedded in mechanical products. Aligning mechanical and software development supports faster and smarter manufacturing.
Sustainability Remains a Priority
Sustainability continues to be a strong focus, particularly in Europe. Barua confirmed that PTC is increasing investments in sustainable solutions despite shifts in geopolitical priorities. Demand for sustainable practices remains high among customers.
Challenges and Optimism in European Aerospace
The main challenge in European aerospace is prioritizing initiatives amid geopolitical, economic, and technological uncertainty. CEOs face significant stress managing these factors. Barua remains optimistic that medium- to long-term stabilization will come with eased geopolitical tensions and better alignment between the U.S. and Europe, especially regarding tariffs.
He believes technology, particularly integrated platforms like those PTC offers, will be essential for companies to adapt, compete, and succeed.
Customer Engagement: Moving Toward Smaller, Regional Events
Barua paused the large LiveWorx event to focus on smaller, regional, and more accessible customer gatherings. For instance, upcoming events include visits to the Lamborghini factory, showcasing the practical use of PTC technology. This approach aims to create high-impact, intimate experiences that better serve customer needs.
For product development professionals interested in AI and automation tools that integrate with platforms like PTC’s, exploring courses and training can be valuable. Resources such as Complete AI Training’s latest courses offer practical insights into AI applications relevant to industrial and product development environments.
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