Printers and Artificial Intelligence: Insights and Observations

I've written several articles about artificial intelligence (AI) and its impact on the printing industry, explaining its key concepts, practical applications, and why adopting it makes sense.

Now, more data is emerging about the adoption of AI within digital printing, with some of the most significant developments coming from the US.

Listening to podcasts and interviews, two sides of the same coin become apparent. On one hand, there's a strong push to embrace AI. Everyone recognises, to varying degrees, that it's not just another technology but a game-changer, reshaping the rules and enabling what was once considered impossible.

On the other hand, when we move from theory to practice, barriers and real-world challenges emerge, slowing down adoption.

But looking the other way is not an option. AI is not a passing trend or another tech feature that will eventually knock on our door. While we delay, someone else—perhaps a competitor—might already be gaining an edge.

AI offers practical tools to streamline processes, boost efficiency, and open up new business opportunities—essentials for an industry constantly balancing costs, revenues, and profits. It creates space for innovation by freeing time for creative pursuits and strategic planning to attract more customers.

The New Rules of the Game

Traditionally, printing has been seen as a service: a customer orders, you produce, and then deliver. But with today's rapidly evolving landscape, we must ask ourselves whether this model is still sustainable—and for how long. And what about profit margins, especially with growing competition? In truth, the real competitor isn't the print shop next door—we know how to handle them—but those who have already grasped the potential of AI to their advantage.

So, the ability to adapt to these new conditions is the most intelligent investment we can make.

What Does This Mean in Practice?

Here are a few examples of where AI can make an impact and what it enables us to do:

1. Graphic Personalisation. AI applied to images can create design variants, mock-ups, logos, or photographic settings at lightning speed. This allows us to respond more precisely to client requests, offering tailored solutions for every need.
2. Content Creation. AI can drive targeted advertising efforts, crafting social media communication to attract new leads. By leveraging AI models, we can deeply analyse user or competitor behaviour and design perfectly targeted marketing campaigns, boosting the effectiveness of our strategies and investments.
3. Sales Support. AI can optimise sales documentation by highlighting competitors' strengths and weaknesses, anticipating customer objections, or suggesting fresh strategies. It can also generate persuasive arguments tailored to individual clients, showcasing specific advantages over market alternatives.
4. Data Analysis. AI helps navigate business data to identify patterns and evaluate campaign outcomes. It can handle large amounts of data and extract relevant insights quickly, enabling continuous improvement of operations and services.
5. Strategic Planning. AI supports strategy development, brainstorming ideas, and improving existing plans. It's ideal for simulating future scenarios and evaluating different strategies, reducing the risk of poor decision-making.

The Crossroads

We are at a crossroads.

We could ignore AI, relying on our experience and customer loyalty. But it's vital to recognise that, while we stand still, others could render us obsolete. Competitors who integrate AI will likely innovate faster, more cost-effectively, and at higher quality, potentially eroding our client base and stifling our ability to evolve.

Or we could embrace AI, starting with small, manageable steps—using it to analyse sales data, enhance our website, or create content for advertising campaigns. Adopting AI is like hiring a highly skilled team member who doesn't yet know our business but has the potential to become indispensable.

This journey begins with incorporating AI into our daily operations or business models. Try it to write an email, review financial reports, or create content. It is essential to start, even with small-scale projects, and gradually expand its use.

Key Data to Consider

According to the Printing United/Napco Research report "Artificial Intelligence in the Printing Industry: The Journey Begins," based on surveys of US print service providers (PSPs), several noteworthy trends have emerged:

• Growing Adoption. AI use among PSPs rose from 24.7% in September 2023 to 40% by March 2024. Meanwhile, the percentage of those not intending to adopt AI dropped from 48.4% to 32.8%. These figures indicate a clear shift towards AI adoption.
• Key Applications. AI is being used for content creation (29%: blogs, emails, social media), marketing strategies (16.1%: campaigns, segmentation), and sales support (automation, forecasting, 13.7%).

Barriers to Adoption

While AI adoption is gaining traction, challenges persist:

• Steep Learning Curve and Goal Definition. Many PSPs struggle to understand how to implement AI effectively, and they are significantly smaller businesses without specialised staff.
• Data Security. Concerns about protecting intellectual property and securely handling large volumes of data.
• Workforce Training. New technologies may be perceived as a cost rather than an opportunity without proper education.

Recommendations

1. Start Small. Focus on a specific area, like automating operations. A targeted approach reduces risk and allows you to test AI's effectiveness without disrupting your business.
2. Continuous Learning. Attend courses, webinars, or workshops to stay updated. Learning is crucial to remaining competitive and fully leveraging AI's potential.
3. Human Oversight. Retain human control over critical processes. While AI can automate many tasks, expert judgement is vital for quality assurance and managing complex situations.

The Italian Printing Industry

A survey conducted by Roland DG in October 2024 reveals where Italian print shops stand with AI adoption:

• 36% use AI in some capacity.
• 64% either don't use AI or are considering it.

The findings suggest growing interest, but many undecided businesses need guidance, support, and training.

Seize the Opportunity

AI might seem daunting, and I understand entirely. Initially, I needed help contextualising and understanding its role. The information overload, technical jargon, and conflicting opinions can be overwhelming.

The truth lies somewhere in between: AI's potential becomes clear through hands-on experience. Start small, test its capabilities, and gradually expand. You can access platforms like ChatGPT, Gemini, or Claude for just a few euros per month to explore their value.

By dedicating time to training and involving experienced consultants, you can unlock AI's transformative potential for your business and its future. It's an opportunity worth taking, and the time to act is now.