Imagine testing a new medical device without putting someone on an operating table. Or experimenting with new autonomous capabilities without placing a car on the road.   Computer simulations have been used for decades to predict outcomes but now, digital twins create virtual environments that not only mirror their real-world counterparts but respond to real-time data to yield more confident decision making.Yael and Mike discuss digital twins with UVA Darden Professor Sam Levy, Assistant Professor of Business Administration at Darden. Levy holds a Ph.D in Marketing from Carnegie Melon and his dissertation introduces a novel concept of “digital marketing twins” to better understand individual-level customer satisfaction. Look for new episodes of Good Disruption on the first Monday of each month!