Big Warning! Printing Industry Embraces AI or Faces Extinction: Giants Issue Warning, How Can SMEs Rescue Themselves?
author: Annie
2025-08-22
Andy Paparozzi, Chief Economist of the Printing United Alliance, clearly pointed out that AI and exceptional data management are empowering every critical operational function in the printing industry. "From quality control to supply chain management, from meticulous analysis of customer preferences to personalized services based on these preferences—all are benefiting from artificial intelligence and robust database construction, maintenance, and access."
Despite the rapid advancement of AI technology, it may still be a relatively novel concept for some printing service providers. However, Steve Metcalf, Founder and CEO of Imagine AI Live, reminded the industry that printing service providers already possess a foundational expertise in data management.
Despite the rapid advancement of AI technology, it may still be a relatively novel concept for some printing service providers. However, Steve Metcalf, Founder and CEO of Imagine AI Live, reminded the industry that printing service providers already possess a foundational expertise in data management.
He emphasized, "First, I want to highlight that the printing industry, especially in managing customer data, has already accumulated a wealth of specialized knowledge." He illustrated this with an example: imagine a printing company executing a large-scale direct mail campaign—it often needs to process hundreds of thousands or even millions of data records. This demonstrates that data and the printing industry have long been deeply intertwined.
Paparozzi further categorized data into three major types, noting that standardized management is essential for each, and the integration of AI has undoubtedly led to significant advancements in data management. He explained that structured data—such as financial records, market demographics, and customer profiles—can be perfectly stored and processed in traditional computer spreadsheets. Unstructured data, like audio files, video files, and various text documents, cannot be effectively handled by spreadsheets.
Between these two lies semi-structured data, such as information generated by IoT sensors, which is a hybrid of structured and unstructured data. Paparozzi stressed that AI can perform in-depth analysis on all these data types, enabling printing companies to make optimal decisions rather than relying solely on traditional "intuition" or educated guesses.
As for the next steps in the printing industry—especially amid the rapid evolution of AI technology—making precise predictions is no easy task. Metcalf specifically noted that he believes the biggest transformation will come more from an overall increase in industry awareness. He argued that it is nearly impossible to keep up with every latest AI innovation today, meaning some technologies may not even be on the radar of printing service providers, let alone their potential. He predicted that this shift in awareness could be the most significant change the printing industry experiences in the next 12 to 18 months.
Metcalfe stated during his exchange with leaders in the printing industry, "I don’t think this is their fault." He pointed out that many industry leaders are simply too occupied with their day-to-day heavy workloads to realize that they can start leveraging artificial intelligence right now to solve practical problems—without having to wait for MIS (Management Information System) software vendors to introduce new features or for major tech companies like Microsoft to roll out mature solutions.
He warned that, in fact, businesses that choose to wait might end up at a disadvantage. "Whether it’s a small amount of AI consulting, building simple AI applications, or anything else, you can start tackling problems today—even this afternoon. And I don’t think people fully grasp just how quickly all of this is unfolding."
Of course, this doesn’t mean there aren’t specific areas that require focused attention. Paparozzi noted that over the next 12 to 18 months, the areas he is watching most closely include: **"Operational Innovation"**—covering quality control and predictive maintenance, as printing companies in such a fiercely competitive market can no longer pass the costs of inefficiency on to customers; **"Automation"**—which can significantly boost productivity and speed while alleviating long-standing labor shortages; **"Market Analysis and Forecasting"**—providing data-driven support for consistently superior decision-making; and **"Cybersecurity and Risk Management"**—because, as one participant in the Printing United Alliance research put it, "No matter how well you’re doing, how well you’re running your business, it can change in an instant." This underscores the critical importance of data security and risk prevention in the digital age.
How SMEs Can Embrace AI: Start Small and Scale Step by Step
So, for ordinary printing companies, how can they prepare for such rapid changes, let alone actually implement artificial intelligence technology? Both Metcalfe and Paparozzi emphasize that the most critical first step is to start small and avoid trying to do everything at once. They suggest that companies begin by analyzing a specific area of their operations to identify inefficiencies. Employees can be asked which tasks they find most challenging, whether due to high repetition or frustration. At the same time, consider whether these tasks overlap with other work. Which data needs to be entered multiple times to transfer between different systems? These are the ideal starting points for exploring AI tools—finding ways to simplify a small part of a complex problem.
From here, companies can gradually build a complete AI application process. For example, which tasks or departments are connected to functions that have already incorporated AI analysis and automation? Could these tasks or departments also be automated or benefit from their own AI analysis tools? Eventually, businesses can construct a system closely integrated with all aspects of their operations. But they stress again not to aim for full coverage from the outset, as this could lead to overwhelming complexity and even project failure.
Secondly, the old saying "garbage in, garbage out" is especially relevant in the fields of AI and data analytics. Whether applied to inventory management, production workflows, predictive maintenance, or any other task, AI tools can only produce good results when fed high-quality data. If the data provided is incomplete, erroneous, or inconsistent across different systems, even the most advanced AI tools won’t perform optimally. Therefore, before exploring AI tools, it’s essential to ensure that data is clean, clear, and governed by well-defined policies for input and maintenance. These policies should be communicated clearly to everyone in the organization to guarantee accuracy and consistency.
Finally, the two experts recommend that companies designate one or more individuals as "experts" or "leads" in data and AI. Keeping up with new innovations and figuring out how to implement them in a reasonable and effective way within the printing business could easily be a full-time job. Assigning dedicated personnel to answer employees' questions about AI, advise on where the company should invest, and serve as key figures for quality-checking AI-generated data is crucial for the project’s success. Depending on the scale and scope of operations, multiple people may be needed to oversee different parts of the process, but the key is to clearly define roles and responsibilities to ensure efficient collaboration.
Metcalfe points out that those responsible for AI and data tasks don’t have to stop at thinking about what the company should invest in next—they can also experiment with tools and get hands-on experience. He emphasizes that companies today can "train anyone to become a data analyst and then deploy applications to support them."
He likens this to the concept of "temporary applications," suggesting it could be a stepping stone to more powerful capabilities in the future. Businesses can create a temporary application now to get a firsthand sense of what they can achieve. "Maybe this isn’t the end goal. Maybe you’ll spend a few hours on it and say, ‘That’s not quite right.’ But now you have a much better understanding of what you can do."
He further stresses that this means even if print service providers eventually decide to explore solutions from different vendors, they will have a clearer, more concrete understanding of their own needs—rather than blindly selecting an AI tool at random and hoping for the best.
Embracing AI: The Inevitable Choice for Enhancing Productivity and Competitiveness
The advantages of artificial intelligence, particularly in the field of data management, are growing at an increasingly visible pace. Paparozzi concludes, "By embracing AI and becoming data-driven, companies of all types and sizes can significantly enhance productivity by automating low-value-added tasks across the organization—tasks that were previously unachievable. This frees up employees' time and energy to focus on activities that create the greatest value for customers, employees, and the company itself, while dramatically improving market analysis and forecasting capabilities." He emphasizes that this is especially critical in an industry where the scope of opportunities continues to expand, but the margin for error is shrinking.
For Metcalfe, the key to achieving this lies in finding a community where ideas can be exchanged and enthusiasm ignited. He suggests that whether a business is located in Chicago, Kansas City, Boston, or any other city—regardless of size—it should actively seek out and join local peer groups. He observes that local AI communities are springing up like mushrooms. He advises companies and individuals to take the time to engage with other professionals in the AI field, learning how others are applying and utilizing AI. These communities often hold regular meetings, bringing together AI enthusiasts to learn from one another, exchange ideas, and draw inspiration.
For Paparozzi, this once again underscores the importance of businesses embracing AI without hesitation. He makes it clear that refusing to engage with AI is no longer a viable option. He urges companies to "heed the advice of participants in the Printing United Alliance State of the Industry Report," citing their warnings:
- *"You can’t sit on the sidelines with AI because it will fundamentally change our business, so you have to learn it. It’s not going away."*
- *"The biggest winners in our industry will be those who master AI at every level of their company."*
- *"We are strongly urging our organization to learn and use AI because if we don’t, our competitors will surpass us."*
- *"The biggest winners in our industry will be those who master AI at every level of their company."*
- *"We are strongly urging our organization to learn and use AI because if we don’t, our competitors will surpass us."*
These impassioned voices from within the industry serve as an ultimatum to all printing businesses: either embrace the transformation or be left behind by the times.
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