Even though web guiding systems have been in existence for the last several decades the advent of new materials and processes necessitates new intelligent technology. The increasing need for running thinner and lighter materials faster pose a challenge to current web guiding technologies. This paper presents some of the new advances in web sensing, control and intelligent diagnostic technology that address the challenges with new materials and processes. A fiber optic sensing principle that is unaffected by material properties such as opacity, porosity, thickness, etc., is first introduced. Control technologies, such as adaptive control and optimal control technology, to increase the performance of the web guiding system is presented subsequently. Finally a new intelligent diagnostic technology that identifies web guiding performance deterrents is presented. The combination of these technologies can significantly increase the web guiding performance for challenging applications.