Artificial intelligence 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 AI industry adoption and use, indicates that print providers are adding AI applications into their operations. Comparing two separate PRINITING United Alliance surveys conducted during different time periods (Figure 1) shows participants using AI have increased to 40.0% in March 2024 from 24.7%, in September 2023. 

Figure: 1 Print Providers Increasing Use of AI 

 
This research combines ongoing quantitative and qualitative research to identify the current status of AI use, the functions where it is being implemented, the benefits it is delivering, 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 that are implementing AI into their operations and those that are not. Here are examples of the types of AI applications print providers interviewed are pursuing:

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• 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 screen job candidates.

• A commercial printing company with sales between $20 million to $40 million is using AI for content generation, marketing outreach (in lead generation emails), and estimating.

• A package printer/converter with annual sales between $100 million to $150 million has implemented AI in its production process for file preparation, machine setup, and color management.

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

• Understanding ways AI can improve operations and the best methods to implement it.

• Perception that the AI learning curve is steep, coupled with the fear of the trial and error required for effective implementation.

• 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 to educate and train team members on possibilities. Nearly all interview participants agree on the importance of educating staff on how AI will enhance — not eliminate — their jobs.

The report also shared the following recommendations for companies looking to get started with AI:

• Start small but get started.

• Stay informed on AI by reading books, blogs, articles, or any type of material to stay aware of what is happening.

• Don’t think you are too late for AI; even the experts are still learning.

• Implement AI applications with specific business purposes in mind.