BONUS: Software-Defined Automation: The Future of Industrial Control (sponsored by Siemens)

Two worlds that have never previously spoken the same language are nowbuilding the same machine.

This week Chris sits down with David Nichols, CEO, Co-Founder and Engineer at Loupe, an alum of the show making his return. We are also joined by Kristen Quasey, Architecture & Portfolio Sales Manager, and Jan Bajorat, Senior Director of Software-Defined Automation, both at Siemens, for this special bonus episode of Manufacturing Happy Hour, live from Automate 2026.

Together they get into software-defined automation, what that looks like on the shop floor, and why it's picking up momentum right now.

David shares the story behind SASE, the Society of Automation Software Engineers, and what it felt like building a community around an idea before most of the industry had caught on. Kristen and Jan bring the perspective of a company adapting to a new generation of engineers and a shifting global workforce.

In this episode, find out:

• What David means when he compares software-defined automation to a "chocolate and peanut butter" combination.
• Why David describes SASE as starting from a place of desperation rather than strategy.
• How Kristen and Jan see a new generation of engineers changing what companies need from automation.
• How building the software of a machine before its mechanics has changed what David's team was able to deliver.
• How a distributed team can fix a production issue without setting foot on the plant floor.
• Why Jan believes software-defined automation is what makes industrial AI possible at scale.
• Why global workforce shortages are pushing manufacturers toward a software-defined approach.
• Why software-defined automation is not the same thing as software automation.

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Tweetable Quotes:

• “If we can make it through this phase where we're kind of out in the wilderness, it's great. We're excited about what the next 10 years are going to look like, and I hope a lot of it looks like this.” - David Nichols, CEO, Co-Founder and Engineer at Loupe
• “When you have certain devices that are typically on the hardware side and you have a software-defined approach, you can now scale much quicker and be a lot more flexible.” - Kristen Quasey, Architecture & Portfolio Sales Manager at Siemens
• “With so many unfilled jobs that you need, you need a huge step. You need to drastically change, and this is what SCA is about. It's a big step up. It's not a small incremental thing.” - Jan Bajorat, Senior Director of Software-Defined Automation at Siemens

Links & mentions:

• Loupe is an engineering organization serving machine builders by providing control systems and developing software for automated equipment.
• Siemens is a leading technology company focused on industry, infrastructure, mobility, and healthcare. The company’s purpose is to create technology to transform the everyday, for everyone.
• SASE is a community of engineers who are converging and completely revolutionizing software practices and automation.

Make sure to visit http://manufacturinghappyhour.com for detailed show notes and a full list of resources mentioned in this episode. Stay Innovative, Stay Thirsty.