In emerging theoretical models of innovation, digital simulation and prototyping tools are described as new means of production. However, relatively little is known about how such digital tools are used in construction and other industrial contexts, in particular how they are changing visual practices. In this paper, we present a study of the changes associated with interactive 3D technologies between 1990 and 2005 and we situate the findings in the context of innovation theory. With an empirical focus on the construction and film/television industries, our study is based both on the analysis of articles in trade publications and on interviews with key stakeholders. The dataset suggests that aspirations for these technologies are closely linked to their role as means of production; however, new practices also develop around the technologies as ends. We highlight preliminary implications of this study for industry, and give suggestions for further research in this area.