The steadily growing complexity of products, interfacing processes, value creation networks and IT environments drive today’s PLM solutions to their limits. How does this effect engineers? Over 1,400 engineers from the German industry provided feedback in 2011 – with alarming but expected results. Almost two thirds of the respondents can only spend 20% or less time on average for core tasks such as development, design or validation. The study confirmed a lack of time for creative engineering activities caused by a massive coordination and communication overhead. Could engineers and designers be relieved from routine and administrative tasks in product lifecycle management by means of current “intelligent” technologies? In constant dialogue with industry and PLM experts, the Fraunhofer IPK and TUB have investigated the demand for intelligence in product lifecycle management. This paper reflects on the current situation of PLM and introduces a conceptual framework (Engineering Operating System) for next generation PLM. Subsequently, an Engineering Automation Capabilities (EAC) stair step model is proposed and selected research results for “intelligence” in PLM are presented.