[DigitalToday reporter Chi-gyu Hwang] Global industrial software company PTC showcased its “Intelligent Product Lifecycle” vision and cases of AI-based innovation at CES 2026, an IT and technology exhibition held in Las Vegas, through collaboration with Automobili Lamborghini S.p.A. The vision links design, engineering and operations.

At CES 2026, PTC introduces Creo for precision design, Codebeamer for requirements and software engineering, Windchill for product data management, and ServiceMax capabilities for field service execution.

Robert Dahdah, executive vice president and chief revenue officer at PTC, said, “Lamborghini’s vision for future-oriented performance vehicles is becoming reality through the intelligent product lifecycle. Through Windchill, Codebeamer and Creo, Lamborghini is strengthening its product data foundation and building a faster, smarter development environment, turning its vision into reality.”

Kim Do-kyun, head of PTC Korea, said, “The manufacturing industry has now reached a stage where innovation is required from an integrated perspective that encompasses software and services beyond design and production.” He said the CES 2026 demonstration will be a representative case showing how global manufacturers can efficiently manage complex development environments through the intelligent product lifecycle and realise AI-based decision-making. He added, “PTC plans to continue supporting Korean manufacturers so they can respond effectively to these changes as well.”