3DEXCITE CEO Tom Acland on Building Meaningful Value with 3D Twins

Hanen Bdioui

15 October 2025 4 mins to read

By synchronizing engineering rigor with human experience, 3DEXCITE is helping manufacturers deliver smarter, more impactful products worldwide.

“Embrace complexity without over-complicating things, and you can move fast without breaking them,” says Tom Acland, CEO of 3DEXCITE, highlighting the company’s philosophy on digital twins and virtual replication.

In a world where machines are becoming increasingly sophisticated and autonomous long after leaving the factory, supporting customers in real-world conditions is a growing challenge. Products are used across geographies, climates, and applications making it essential to align engineering excellence with human experience.

“The only way to truly support farmers and field technicians,” Acland explains, “is to synchronize engineering with experience. That’s why we built the 3DEXPERIENCE platform: to help manufacturers get products to market and ensure they deliver on their promises to customers.”

Bringing Digital Twins to Life

Through 3DEXPERIENCE and tools like X-Optimize, companies can manage automated updates to commercial virtual twins, enabling valuable real-world applications:

Demonstrating product benefits in environments relevant to customers.
Training technicians on maintenance for specific machines in specific situations.
Guiding operators through rapid identification and resolution of incidents with precise visual content.

“When your products are used all over the world to farm different crops in different conditions, keeping your customers productive is a complex mission whose parameters change every day,” says Acland. “Our approach ensures that the virtual twins reflect reality and drive meaningful outcomes, not just visual impressions.”

Figure 2. Virtual Twins Supporting Next-Generation Agricultural Machinery — Source: Dassault Systèmes

The True Value of Data and AI

Acland emphasizes that data is only meaningful when applied to a real-world problem. Visual simulations that appear convincing are only credible if the underlying data could produce those results in reality. “You’re looking at a film that promises more than it delivers if the twin isn’t rigorously built,” he notes.

While AI accelerates visualization, it cannot replace true definition. “Today’s AI doesn’t inherently know the true definition of everything and it probably never will. Quick but superficial results are not a win. Fidelity comes from building with rigor, not pretending surface realism equals reality,” Acland says.

Digital Twins as Purposeful Avatars

A twin in an application functions as an avatar accurate and useful within its context, but limited in scope. Across multiple applications, the potential value is immense, but realizing it requires dedication. “To unlock that value, you must build the twin with the same care as the real-world object itself,” Acland explains.

Driving Next-Generation Customer Experiences

3DEXCITE collaborates with companies like CLAAS to develop next-generation agricultural machinery experiences. By combining engineering accuracy, real-world data, and digital twins, manufacturers can ensure optimal product performance. a critical commercial consideration for complex systems.

Figure 1. CLAAS Agricultural Machinery AXION 800— Image Source: CLAAS Official

“Delivering value isn’t just about technology—it’s about understanding the people who use your products, the environments in which they operate, and designing experiences that make their work more effective and productive,” Acland concludes.

About Tom Acland
Tom Acland is the CEO of 3DEXCITE, a global leader in 3D visualization and digital twin technology. With extensive experience in helping manufacturers harness the power of digital tools, Acland advocates for innovation that combines engineering rigor, human-centered design, and practical outcomes to create meaningful impact across industries.

About 3DEXCITE
3DEXCITE enables manufacturers to transform complex product data into highly accurate, engaging, and actionable visual experiences. Through advanced digital twin technology, the 3DEXPERIENCE platform helps clients demonstrate product benefits, train users, and optimize operations across diverse industries worldwide.

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Hanen Bdioui

Sales Development Representative at ChampionXperience

Hanen Bdioui, founder of ChampionXperience, is a Sales Development Representative skilled in SimLab Soft, SOLIDWORKS, 3DEXPERIENCE, and 3DEXCITE. She helps companies and learners explore VR, AR, and PLM solutions to drive innovation.