Will AI Revolutionize the Printing Industry?

Artificial intelligence (AI) is poised to be the next big printing industry disruptor, and its adoption has begun. According to “Artificial Intelligence in the Printing Industry: The Journey Begins,” a combined PRINTING United Alliance and NAPCO Research study, print providers across segments are in the early stages of harnessing AI in print production, sales, marketing, and management applications.

The research study, part of an ongoing series to track industry adoption and use of AI, indicates that print providers are adding AI applications to their operations. Comparing two separate surveys conducted during different periods (Figure 1) shows that participants using AI increased to 40.0% in March 2024 from 24.7% in September 2023. 

 This research combines ongoing quantitative and qualitative data to identify the current status of AI use, the functions where it is being implemented, the benefits it delivers, the strategies for its execution, and the broader, longer-term implications of AI for industry firms.

The first areas where research participants report implementing AI are for content creation and marketing. These areas are first because they are more easily approachable applications for users to become familiar with AI before integrating it into more complex business operations and production processes.

A core part of the research project is interviewing print providers. The research team conducted in-depth interviews with organizations implementing AI into their operations and those that have not. Here are examples of the types of AI applications print providers interviewed are pursuing:

• A graphic/sign production company with sales of $20 million to $40 million is using AI to change the way inbound materials are received, better manage inventory, make business decisions, and sketch concepts.
• A commercial printing company with sales between $20 million and $40 million uses ChatGPT for content generation and marketing outreach (in lead generation emails), estimating, and implementing a new ERP system.
• A package printer and converter with annual sales between $100 million and $150 million has implemented AI in its production process for file prep, machine setup, and color management.
• A commercial printer with annual sales of $200 million to $250 million reported using AI to automate client outreach, ensure communication consistency, optimize job scheduling, and screening job candidates.

Click to enlarge

While these reports from print providers are good news, other interview participants called out obstacles to AI adoption. Common challenges include:

• Understanding ways AI can improve operations and the best ways to implement it.
• The perception is that the AI learning curve is steep, and people fear the level of trial and error required to implement it effectively.
• Lack of understanding of AI’s full capabilities, potential applications, and efficiency/profitability benefits.

Print providers reported pursuing various strategies for AI integration, from creating implementation teams to hiring outside consultants in order to educate and train team members on possibilities. Nearly all interview participants agreed on the importance of educating staff on how AI will enhance — not eliminate — their jobs. 

For more research findings, attend a special study presentation at the PRINTING United Expo Knowledge Center (Booth C4318) on Tuesday, Sept. 10, from 9:15 to 9:45 a.m. or download the full "Artificial Intelligence in the Printing Industry: The Journey Begins" report.