Case Study: GE Digital
Industrial AI Platform →
$42M Pipeline in 4 Weeks
6 Patents • Now Global PCM Platform (Baker Hughes)
Industrial IoT | Predictive Analytics | Oil & Gas
I transformed a dead product with zero traction into a $42M pipeline in 4 weeks — now deployed globally as Baker Hughes’ Predictive Corrosion Management platform.
The 5-Year Challenge
GE spent 5 years building low-cost sensors to measure pipe wall thickness.
The problem:
sensors weren’t accurate enough
no product-market fit
no clear path forward
Leadership needed a breakthrough for a major industry conference — in 4 weeks.
I took ownership and led a cross-functional team across product, data science, and domain experts to redefine the product from first principles
The Pivot
What The Team Was Building
Accurate measurements to replace manual inspection.
What Customers Actually Needed
Customers didn’t need better measurements — they needed better decisions.
The real question wasn’t:
“How thick is the pipe?”
It was:
“How fast is it degrading — and what should we do about it?”
Build → Launch
I reframed the product around corrosion rate and actionability, not raw measurement accuracy.
Delivered a working system in 4 weeks.
At the conference:
Customers didn’t just engage — they asked to buy.
“When can I buy this?”
Validated Impact
4 Weeks
Dead product →
working system
$42M
Pipeline from single event
6
Patents filed
Highest
Pre-sales in GE Digital history
Technical & Product Differentiation
I developed an AI-driven system that:
translated sensor data into actionable decisions
recommended optimal coating strategies
visualized asset health and degradation over time
This became the foundation for Baker Hughes’ Predictive Corrosion Management (PCM) platform — now deployed globally.
The system evolved into a flagship product still in use 7+ years later, setting a benchmark for industrial AI-driven asset management.
"PCM is one of our core offerings to help customers make the invisible, visible... a predictive digital solution that is becoming a benchmark for corrosion monitoring across several industries. This agreement will play a key role in improving safety, reducing equipment downtime, and improving operations for our customers globally."
— Holger Laubenthal, CEO of Inspection Technologies, BHGE
7 Years Later - The Long-Term Impact
What Leaders Say
"Greg worked with me at BHGE to build the UX/UI of my product. Greg's ability in understanding the context, drive the description of the personas and identify the key interactions was amazing. What I appreciated the most was his ability to lead a group of more than 10 people, listening to the inputs of each and everyone of them and then brilliantly synthesize everything in an effective UX/UI.”
— Fabio Mazzocchetti
CTO AI in Energy (former BHGE)
"Greg was a keystone in helping us figure out how to take very complex, high-volume data, and present this in a way which was both meaningful and familiar…Greg’s sense for user needs and UX flow is world class, for many diverse applications!”
— Matt Stone
Founder, VP of Product (former BHGE)
"Verdantix 2024 Green Quadrant: Baker Hughes emerged as a market leader for APM software... due to its strong condition monitoring, predictive maintenance and maintenance strategy optimization capabilities."
— Verdantix
"Greg is an extremely passionate professional, with great UX-UI background. I had the pleasure to work with him at BHGE and I mostly appreciated the speed and effectiveness of his idea generation process. Designing use cases with Greg was an amazing and re-assuring experience for his capability to listen, execute and get results.
— Alessandro Bettini
AI Senior Solution Manager (former BHGE)
The Bottom Line
What I Replaced:
5 Years of R&D
Chasing sensor accuracy
No market traction
No actionable output
What I Delivered:
Production AI System
Reframed around decision-making, not measurement
Built and validated in 4 weeks
Generated $42M pipeline immediately
Scaled into global product platform