A cloud-based virtualization generation service collects industrial data from multiple industrial automation systems of multiple industrial customers for storage and analysis on a cloud platform. A virtualization management component (VMC) generates a virtualized industrial automation system of an industrial automation system based on data analysis results. The VMC facilitates remotely controlling the industrial automation system based on user interactions with the virtualized industrial automation system, and updates the virtualized industrial automation system based on collected data relating to the industrial automation system. The VMC customizes a user's view of the virtualized industrial automation system based on a user's role, authorization, location, or preferences, wherein different views of the virtualized industrial automation system with different data overlays are presented on different communication devices of different users. The VMC enables a user to filter data of a virtualized view and share information, including virtual notes, with other users.