IADC CONNECTION • EDITORIAL
Industry continues to tap into
limitless potential of technology
FROM THE PRESIDENT
Technology is a powerful and dynamic
resource. It enhances almost every aspect
of our lives, from communication to
healthcare to transportation. People are
constantly finding innovative applications
for different kinds of technologies. We’ve
entered an era where technology that can
teach itself is widely accessible to the
general public. Thanks to advances in arti-
ficial intelligence (AI), we can now have
an informative, human-like conversation
with language-processing chatbots.

The benefits of technology are seeping
into just about everything we do, and drill-
ing a well is no exception. Digitalization
in well planning and rig operations has
been steadily increasing in recent years,
with meaningful advancements in auto-
mation, robotics, AI and machine learn-
ing. Employing these technical resources
allows us to enhance safety on the rig
while increasing efficiency and prioritiz-
ing sustainability in innovative ways.

Over the years, our industry has accom-
plished impressive and impactful techni-
cal advances. One recent example, report-
ed by DC in the July/August 2023 issue,
is the collaboration among Transocean,
HMH and Equinor to drill fully automated
hole sections in Norway. The use of “smart
modules” not only reduced the potential
for human error but also gave drillers more
time to focus on other tasks, like red zone
management. (Also see link to video with
Transocean and HMH on Page 13).

Earlier this year, DC also reported on
how NOV turned its vision of a personnel-
free rig floor into reality. The ability to
move the driller’s cabin to the ground was
made possible through automation and
robotics and opens up a new world of pos-
sibilities in terms of future rig design.

AI and machine learning have also
enhanced the use of alerts to deal with
potential operational or safety threats. An
excellent example is Patterson-UTI’s Rules
Engine Exchange (REX), a cloud-based
alert system for monitoring equipment and
maximizing performance. As DC reported
44 in the July/August issue, Patterson-UTI is
now building infrastructure for the REX
system to run directly on the rigs instead
of through the cloud system, shortening
the time it takes to process data and get
alerts out to the rig crews.

These are just a few recent examples
of how the drilling industry is harnessing
the potential of technology. In reality, our
industry has designed and implemented
countless notable technological advance-
ments over the years.

Yet when the average person thinks
of the drilling industry, do they think
about how technical and progressive it is?
Perhaps even more importantly, do the up-
and-coming bright minds deciding on their
future careers know? Are they aware of the
industry’s increasingly diversified uses of
robotics due to advances in AI, cloud com-
puting and the Internet of Things? Or how
about the immense amounts of real-time
data collected through computer vision
and equipment sensors? Or the use of 3D
modeling to create realistic visuals of drill-
ing processes and the subsurface? (See
DC’s report on digital drilling engineering
on p14).

If you’re thinking the answer is “prob-
ably not,” you’re correct. IADC partnered
with Brunswick Group this year on the
Industry Value Initiative to help us gain
a baseline understanding of perceptions
of the industry, including misunderstand-
ings and opportunities among prospec-
tive drilling industry employees. The data
showed that the industry’s perception
issues are apparent when asking audienc-
es to describe the drilling industry – “high
paying,” “profitable,” “risky,” “global” and
“polluting” were in the top descriptive atti-
tudes, while “safe” and “sustainable” were
seen as not descriptive. “Technical” and
“technology” were also not top of mind.

But don’t worry, there’s some good news.

While the research showed that interest
in a drilling career was low among the
groups surveyed, it also showed a sig-
nificant increase in career interest after
Jason McFarland, IADC President
exposure to tested messaging. That means
the more familiar people are with the
industry, the greater their interest in a
career in drilling. General awareness of
the industry is modest, which suggests an
opportunity to grow familiarity across all
regions and audiences. How do we grow
that familiarity? The surveys revealed that
when individuals are interested in learn-
ing more about the drilling industry as a
potential career, family and friends with
industry experience are two of the most
trusted sources of information.

This data also revealed that messaging
around how the industry uses various
technologies can contribute to attracting
new talent. Job security, skill development
and growth opportunities were all high
priorities for these groups while seeking a
new job or career. As the drilling industry
continues to develop new technologies,
the roles of the rig crew will change – but
we will always need people. Through the
introduction of new automation and digi-
talization systems, there lies an opportu-
nity for the potential of skill development,
career growth and job security for those
already working in the industry and for
those who decide to join us in the future.

There’s more to come out of IADC’s
Industry Value Initiative and the data that
has been gathered. There’s also much more
to come as we stand on the precipice of
what’s possible in terms of automation on
the rig and in the wellbore. In addition to
safety, efficiency and sustainability, these
technical advancements can also help us
attract the next generation of talent. Each
of us can impact how others, including
potential new-hires, perceive the indus-
try. It’s within our power to introduce the
world to the drilling industry we all know
and love. DC
SEPTEMBER/OCTOBER 2023 • DRILLING CONTRACTOR