Volume 5 Issue 4 Winter 2023
PATHWAYS TO PROSPERITY
CARVING NEW STRATEGIES FOR SUCCESS
What’s Good in Print
New Staffing Ideas
Flenex No Cost Trial
IN THIS ISSUE
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VOLUME 5, ISSUE 4
Winter 2023
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It’s All Good PUBLISHER’S NOTE
As we turn the page to a new year, we are reminded of how fortunate we are to be part of an industry that is not just surviving, but thriving. The future of print is bright, illuminated by the creativity and dedication of each one of you. Together, we are writing a story of success. And our stories in this issue of Print Illustrated should In an era where digital media provide ideas to propel you forward. dominates, print has not only survived, it has thrived, standing as a Our cover article, “Pathways to testament to our industry’s ability to Prosperity,” highlights strategies that can help printing businesses adapt and flourish. This endurance uncover new revenue streams. And speaks volumes about the unique attributes of print—its tactile nature, our second feature, “Staffing Up,” delves into methods its ability to capture we can use to fill the attention, and its resource gap that effectiveness in exists for printers. making a lasting In a world saturated impression. In a with ephemeral digital Enjoy the issue. In world saturated content, print emerges the meantime, we with ephemeral digital content, print not just as an alternative, would like to extend emerges not just as but as a distinguished and our heartfelt wishes for a season filled an alternative, but as dynamic medium.” with joy and a New a distinguished and Year brimming with hope. May we dynamic medium. all continue to grow, innovate, and lead in this vibrant industry. Here’s to At the heart of our industry’s success celebrating the past, embracing the is our collective ability to serve. We listen, we understand, and we deliver. present, and eagerly anticipating the future of print. Our commitment to serving others is not just a professional duty, it is a Warmest wishes, passion that drives us to bring ideas Mark Friedman to life in the most compelling way possible. Our industry’s willingness to Vice President of Marketing, listen and adapt has enabled us to FUJIFILM North America Corporation, evolve with changing times, ensuring Graphic Communication Division that the content we deliver remains relevant and engaging. As we all search for new pathways to success, Fujifilm likes to reflect on what it took to get where we are today. The remarkable journey of the printing industry—a journey of resilience and innovation—is marked by an unwavering commitment to excellence.
PRESS Komori GL 840 PLATES Fujifilm SUPERIA LH-PL thermal plates
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IN THIS ISSUE
02
INK SPOTS
Tactics, stats, and trends that matter
04
WHAT’S GOOD.
06
PATHWAYS TO PROSPERITY
10
STAFFING UP
Industry leaders weigh in on the bright future in print
Carving new strategies for success
Using AI and partnership to fill the resource gap
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FUJIFILM FLENEX PLATES
16
ONE-ON-ONE WITH PAT MCGREW
Revolutionize your print operations
print illustrated is published quarterly by FUJIFILM North America Corporation, Graphic Communication Division Copyright 2023 All rights reserved Managing Editor Maree Joyce, FUJIFILM Creative and Editorial Direction Conduit, Inc. conduit-inc.com
Inside cover and body prints 4/c process HUV ink plus overall Satin Aqueous Coating.
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INK SPOTS
Tactics, stats and trends that matter
LOUD AND CLEAR Statistics Demonstrate Value of Print and Direct Mail The print industry
Return on Investment (ROI)
is not only holding
A significant 74% of marketers reported that direct mail delivers the best ROI compared to other channels. The Winterberry Group forecasts a rise in direct mail spending from 1.6% to 3.3% of advertising dollars in 2023, while many digital channels are experiencing a decrease in spending.
its ground but is also witnessing growth and increased investment, showcasing its enduring value in the marketing mix. Growth in Mail Volume and Revenue PostcardMania observed a significant increase in their average weekly mail volume in 2022, growing by 220,300 pieces per week, marking an 8.15% increase. From 2020 to 2022, their annual revenue grew by an average of 17.56% each year, indicating a postpandemic growth in direct mail.
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Engagement and Spending About 42.2% of direct mail recipients read or scan the mail they receive. Notably, direct mail requires 21% less cognitive effort to process than email, and recipients of direct mail tend to purchase 28% more items and spend 28% more money compared to those who don’t receive the same direct mail. The ROI for direct mail stands at 29%.
Effectiveness and Response Rate Direct mail has been found to be 20% more motivating than digital advertising, making it a more persuasive medium. Targeting customers individually can increase the response rate of your direct mail ads by 50%. The average response rate for direct mail ranges between 2.7% to 4.4%.
Increasing Investments by Big Brands 23% of big brands plan to increase their spending on direct marketing in 2023, which is higher compared to the 14% planning to increase spending on email marketing. In 2022, the expenditure on direct mail was projected to exceed $43 billion.
ADDING A NEW EDGE
How printers are putting AI to work
Printers will need to embrace AI as a tool to help them find new opportunities and create efficiency within their business. With a focus on improving automation and productivity, AI can help fill the gap of human resources that plagues printers today. In turn, Forrester’s study states that there will be new revenue opportunities for businesses not directly using generative AI.
New Business Revenue
» Generative AI expected to grow at an average annual rate of 36% up to 2030. » Predicted to capture 55% of the AI software market. » $79 billion annual expenditure by 2030 on specialized applications.
Long-Term Outlook
» $42 billion annual expenditure by 2030 on generalized use cases. » Over 50% of this spend on chatbot and communication platforms.
Short-Term Challenges » Initial adoption and productivity gains limited by current limitations of generative AI. » Concerns include regulatory clarity, intellectual property rights, model ethics, bias, and hallucinations.
» Despite challenges, the usage and effectiveness of generative AI are expected to significantly advance.
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R O U N D TA B L E
WHAT’S GOOD. Industry Leaders Weigh in on the Bright Future in Print In this enlightening roundtable discussion, we bring together three renowned figures in the printing industry, each a fervent advocate for the enduring value and evolving potential of print. Deidre Acord, Vice President of Sales, Capital Printing, David McNerney, President of Think Patented, and Anne Fouss, Director of Marketing and Business Development at Kenwel Printers, unite to share their invaluable perspectives. These industry thought leaders delve into what currently drives excellence in the printing world and offer intriguing insights into its future. Their combined expertise illuminates the dynamic nature of print, highlighting both its enduring legacy and its innovative frontiers. What are the strengths of the printing industry today? How do these strengths benefit your company specifically? David McNerney: The printing industry is currently thriving, and one of its biggest strengths is its diversity in products and services. The industry has evolved from just ink on paper to a real 4
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marketing partner for clients, providing printing, mailing, signage, kit-packing, fulfillment, design services, and technology solutions that integrate with other marketing channels. Deidre Acord: Self-education is a huge strength. I love that there is continual learning in what we do. There is not a job that I know where
your “degree in learning” in a custom manufactured is free! It allows us to cross-train employees, finding the right fit and the employee excelling in their job. Happy employees, happy customers. Anne Fouss: People are the strength of the printing industry. We have creative innovators, technical experts, customer-centric professionals, adaptive problem solvers, entrepreneurial leaders, quality assurance champions, environmental stewards, versatile specialists, and continuous learners. With such a range of skills, plenty of problems can be solved. Our long collective history proves the industry’s ability to capitalize on both traditional and emerging solutions to meet the diverse printing needs of the market.
The combination of our people along with the utilization of both new digital technologies and older well-built equipment, enables Kenwel to offer diverse solutions that meet and often exceed the needs of our customers.
How are recent technological advancements improving the industry? McNerney: Tremendous advancements in technology, including AI, personalization, speed, techniques, and environmental improvements, continue to be made. Even the continued consolidation of printing companies is a strength for the industry. While no one likes to see companies go away, it is helping to create healthier companies, which is good. All of this benefits Think Patented, and we are doing our best to stay at the leading edge of technology, equipment, and most importantly, how we think about our company and what our clients need from us today and in the future. Acord: While I don’t have a magic ball, I do see more customized programs and campaigns that are audio, visual, social and print to reach the consumer. It will be super important to have a design service component as part of your company. We have already seen benefits of offering this service to small growing companies that cannot afford an agency. Fouss: Automation is cutting down production time and improving results. One example of the many advancements includes the use of sensors in digital printing. The sensors make it easier to formulate and match color quality standards and maintain consistency in each batch of material which increases efficiency. We have also seen where the technology can identify errors that may have been missed in the
proofing process. Another digital technology is the ability to remotely control the machine which can enhance efficiency, flexibility, and overall productivity.
Where do you see the printing industry heading in the next five to 10 years? McNerney: I think the industry will look a lot younger. There is so much knowledge that will be retiring in the next 5-10 years, which will have a big impact in the industry. The way we recruit and train will look differently. There will be more apprentice programs, gamification, and culture creating programs. While we have already seen a change in the way our clients interact with us, things will continue to look very different in the future. In addition, consolidation will continue.
Self-education is a huge strength. I love that there is continual learning in what we do.” – Deidre Acord, Vice President of Sales, Capital Printing Acord: The digital printing market is expected to be valued at $28.85 billion in 2023. Suffice it to say that failure to adapt to this rising market could have a drastic impact on a business’ bottom line. Digital printing allows for on-demand printing, which gives customers added flexibility when ordering materials like packaging. As the need for customization grows, offset printing will become less valuable, so it is imperative for businesses to jump on the digital bandwagon.
social media channels creating a more holistic marketing strategy that reaches target audiences through various touchpoints. More collaboration within the industry. Businesses forming strategic partnerships and alliances to navigate challenges in marketing/sales as well as workforce development. Since there are many categories of print specialization – all sharing similar processes and workforce needs to succeed. Working together to strengthen the industry will be beneficial to all.
What do you find most rewarding about working in the printing industry? McNerney: This might seem a little weird, but I love the change the industry has been going through. I love how much technology has become part of our world and finally, I love that we still produce something! We take a file coming in the front door and seeing a finished product going out the back door is still exciting. Acord: The continual changes in equipment and technology that improve the process—printing is the new technology. I am not sure we do a good job of explaining that to our customers. With the AIChat, I think we can improve the communication process to our buyers. Printing uses technology in all things we do. Fouss: The combination of a careers experience—utilizing a mix of skills that includes creativity, relationship building, problem-solving, and collaboration. There is incredible satisfaction in being part of the creative process—turning something that was once an idea or design into a tangible, impactful, physical experience.
Fouss: More collaboration. Integrating printing with online and Winter 2023
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PATHWAYS TO PROSPERITY
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opkins Printing recently added a large piece of business because another printer would not finish the project for a customer. Roy Waterhouse says the fact that Hopkins stepped in and completed the job was just part of the story. The real story was what happened after the customer approached the Hopkins team with the dilemma. After taking the time to discuss what was needed and when, Hopkins committed to getting the job finished. For its efforts, it now has been awarded the next few runs for that specific project. “Just saying ‘yes’ and figuring out a solution is the key,” says Waterhouse, VP of Commercial Printing for Hopkins, which has plants in Columbus, Ohio, and Elgin, Illinois. “The biggest way to position yourself for new revenue opportunities is to get in front of existing customers and talk about the challenges they have, and then look for ways to help solve those challenges.” There is no ignoring that finding the time to sit, think and strategize these opportunities with existing and potential customers takes work. In fact, between work, calls, emails and meetings, finding scraps of time in any day can be a challenge. For printers like Hopkins, finding new revenue opportunities requires a strategic approach that involves exploring the marketplace, leveraging existing strengths and
embracing ever-evolving trends to identify untapped avenues for growth. The process often is a blend of market research, customercentric initiatives and adaptable business strategies. For example, Hopkins views growth in three buckets: new business development, organic growth, and partnerships. The printer has a fulltime business development person who dedicates his entire day to finding new clients. He keeps them for a short time, gets them on board, and then hands them off to a salesperson or an account manager. Organic growth is conducted by the entire team. It has targets for its largest accounts and targets for new account acquisition within its sales team. Finally, the Hopkins team looks for strategic partnerships, searching for the needs it offers (take the customer who needed help when another printer couldn’t). “Currently, we are working with a client who has a book of business that fits our equipment,” Waterhouse says. “We
manage that through a different process because it does not require a salesperson. The biggest challenge is finding new qualified salespeople and then more team members to get the work done. Equipment and supplies are no longer a challenge.”
Our investment in new technologies is pivotal moving forward. Coupled with the investment in technology is the investment we must make in security.” – Scott Hudson, Director of Corporate Communications, Worth & Associates
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In addition, Hopkins’ director of sales regularly researches its customer base searching for new trends and/or pockets of growth. Next, it creates a focused plan to seek out that type of customer in the market. A few years ago, the printers identified retail as a key growth segment and have grown three retailers that are now in their Top 10 accounts. Like many other printers, Hopkins continues to find its way in the marketplace after the pandemic. On one hand, COVID and the supply disruption have actually made it easier to work with some customers. During all the supply chain issues, it found that its good customers were very flexible to substitute papers and consider different options to keep projects moving forward. On the other side, with more people working from home, the search for new business has taken some creative adjustments. “It has made the strategy of seeing new prospects in their office a hard challenge,” Waterhouse says. “We started pushing Zoom early during COVID and have found that to work very well. We have also been working with our sales team to use LinkedIn to connect to prospects that are not in the office.” One of its biggest challenges is getting additional work produced in the plant and finding the right people. The Hopkins HR team has tried many different approaches to help with the problem, including more training, better testing and language training— all of which is designed to attract and retain good team members. One of those approaches is technology, including ChatGPT. “We can interact with Chat and build our ideal customer, and then ask for companies within a certain radius of our plant,” Waterhouse says. “We 8
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The biggest way to position yourself for new revenue opportunities is to get in front of existing customers and talk about the challenges they have.” – Roy Waterhouse, VP of Commercial Printing, Hopkins Printing
have been amazed at how well that has worked in helping to find new prospects.”
must take a multi-faceted approach to exploring opportunities for revenue growth.
Change with the changing times
From diversification of its product offerings to research and innovation, the Worth & Associates team remains committed to staying ahead of market trends and technology. This means strategies like attending industry shows, utilizing vendor recommendations and securing client feedback, among others.
A long time ago, Scott Hudson learned—and is reminded almost daily—that the only constant in our industry is change. Because of this continual evolution, Hudson, Director of Corporate Communications for Worth & Associates, believes that printers
been recognized and the growth has followed. “I think all printers have seen this evolution in their businesses with digital printing and personalization,” Hudson says. “Our investment in new technologies is pivotal moving forward. Coupled with the investment in technology is the investment we must make in security. We have seen the transition in RFQs asking mainly about print capabilities to the main focus being around security, which can be just as big of an investment.” In an industry frequently confronted with change, the process to continually find ways to transform is dynamic. The strategy requires openness, flexibility and a willingness to embrace new perspectives, and involves the need to actively seek opportunities within the shifting landscape.
“Our strategies are ever-evolving,” Hudson says. “We use different approaches for different clients and offerings.” On the print side, Worth is always looking for ways to help its clients procure printed products easier and more efficiently. It looks outside the typical channels of ink on paper. While still under wraps, it recently started building out a product offering for a client group that relies on printed products, but does not
have the internal infrastructure to manage the design, production and distribution of a wide range of products. Right now, it has assembled a team to handle all of those processes turnkey. On the wide format and signage side, Worth engages with a completely different audience that requires a different sales approach. As it continues to build relationships with this new audience and fine tune the process, the brand has
The strategy and the efforts to do so are not without challenges, especially in today’s technology focused climate. Along with product changes come changes in client behavior. “I would say the need for security and protecting client data is critical,” Hudson says. “Over the past year, we have seen the requirements becoming much more stringent and we strive to stay ahead of what clients require. I think the biggest opportunity is going to be in AI and how we incorporate it into our businesses. I think the biggest challenge is the labor force and attracting youth to our industry.” In today’s ever-evolving landscape, the need to carve out new strategies is not just a necessity, but an artform. By embracing change, leveraging trends and opening their minds to explore new opportunities, today’s printers can create a pathway to prosperity.
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STAFFING UP Using AI and partnership to fill the resource gap Using AI and partnership to fill the resource gap 10
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A
pproximately once a day, The Standard Group’s mid-level manager meets with an employee, his manager and an executive to get a better feeling of their jobs, their concerns and any ideas they
have for improvement. At its core, the GEMBA meetings, as they are called, are part of a Japanese philosophy called Lean Kaizen. For clarity’s sake, Lean is a methodology that eliminates waste and boosts efficiency, while Kaizen means continuous improvement. The Standard Group CMO Thanh Nugyen says the GEMBA meetings are an important management strategy for getting to the gritty of what’s happening at every level of the company. Standard also utilizes a program where employees can offer an OI, or Opportunity for Improvement, which challenges employees to find something that bugs them and offer ideas to improve. For example, one employee hated being unable to see if any of the printer’s conference rooms were in use, so he created an OI to install tablets outside each room. Now, employees can see at a glance if a conference room is being used, enabling them to instantly book an open room from the tablet. “We are big believers in continuous learning and reskilling,” Thanh says. “Employees are one of our most valuable assets—an educated employee is happier and more functional. We are a lean sixsigma manufacturing company with a continuous improvement system to improve our procedures and remove waste from our production process. All of our employees are Six Sigma White Belt certified, and over 32% are voluntarily Six Sigma Yellow Belt certified. Another 6% of our team is Six Sigma Green Belt certified, while our entire executive team is Six Sigma Champion certified. As a result, we have one of the lowest rework percentages in the industry, less than 0.005%.”
I think the right culture combined with a willing attitude are the keys to success in reskilling. We are blessed to have a team that seeks opportunities to do more for our clients and company.” – Anthony Narducci, CEO, O’Neil Print
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The innovative practices The Standard Press uses to strengthen the core of its company are a part of a growing number of initiatives today’s printers are exploring. The efforts are not only for keeping current staff immersed in the game, but also to attract new workers. Simply put, like many similar industries are experiencing, staffing has emerged as a predominant challenge for printers. “The printing industry has been forced to evolve in terms of staffing and technology,” Thanh says. “Our employees are beginning to age out, and we need to find ways to attract and recruit younger adults. We need to convince them that printing is a viable trade to build a career. Print equipment has vastly evolved in technology to become more digital, and even inkjet and newer folders and bindery equipment are faster and more efficient. Technological advancements continue to incorporate digital, social, and augmented reality into traditional direct mail to make it more engaging and effective.” Part of Standard’s efforts to recruit the next generation is based on the partnerships it is creating with metro area high schools, tech schools, trade schools and local colleges. The Standard Group team provides regular tours of the facility, and has created internships and job shadow opportunities.The Standard team provides regular tours of the facility, and has created internships and job shadow opportunities. “We began introducing students to our various departments and services and find that they often surprise us with what they find interesting,” Thanh says. “Some gravitated to the big offset press, some wanted to work 12
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in the digital department, while others wanted to work in the prep department, as a project manager or in mailing.”
INTO THE GREAT WIDE OPEN
When Anthony Narducci peeks out into the current state of today’s commercial print industry, he sees a changing landscape ripe with opportunity. The changes, among other things, include a shift in traditional staffing positions, from experienced skilled equipment operators to a team more versed in
multiple areas. This cross-training has helped fill open positions. As part of preparing for this shift, O’Neil Print also has made a major investment in automation over the past four years. “Our team is eager to learn different skills and functions within both our operations and client services,” says Narducci, CEO of the Phoenix-based printer. “I think the right culture combined with a willing attitude are the keys to success in reskilling. We are blessed to have a team that seeks opportunities to do more for
sets needed to grow. Equipping your workforce with the necessary training and tools will not only enhance productivity, but also position printers for the road ahead.
We began introducing students to our various departments and services and find that they often surprise us with what they find interesting” – Thanh Nugyen, CMO Standard Press
our clients and company. We certainly let them know they are appreciated and provide regular channels for open communication and events to build community with our team.” With the next generation in line for opportunities, O’Neil is embracing the mindset of wooing all comers. “I think we need to feel and act like a company that isn’t dripping with legacy thought processes and provide an engaging environment for younger team members to be attracted to our industry/companies. The tools
we use, the words we use, the vision we share all make a difference in the attractiveness to both younger and legacy employees. I think we have a good start on this and really look forward to continually improving on our roadmap to successfully navigate any changes along this journey.” In today’s rapidly evolving landscape, preparing for the next generation equates to not just upgrading equipment, but also fostering an environment that encourages creativity, innovation and the skill
“Being able to produce more with fewer employees is a trend all industries embrace, including ordering kiosks and mobile ordering for restaurants,” Thanh says. “We must grasp and incorporate artificial intelligence (AI) and robotics into our production to make us more efficient and competitive. We are already doing that now with the brand and marketing portals we create for our clients. Such portal technology eliminates the need to gather print specifications, manually enter a job, create a job jacket or produce a PDF. It’s only natural to start bringing more technology to the production end of our business. Our staff would then concentrate more on selling, strategy, creativity, programming and client service.” As the commercial print industry and its workforce evolve, the future comes down to understanding, adapting and investing in workforce development and technology. The commitment to staying on top will ultimately define your sustainability for the road ahead.
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SPOTLIGHT
Save Time, Enhance Quality with Fujifilm Flenex Plates
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n the fast-paced world of printing, efficiency is paramount, and Fujifilm’s Flenex plates stand as a testament to this ethos. By dramatically reducing processing times and minimizing material waste, Flenex plates represent not just a product but a pivotal investment in the future of your business. They set a new industry benchmark with the fastest exposure and washout rates, leading to a substantial decrease in production time and costs. This efficiency allows you to reallocate precious resources to more critical areas of your business. Rapid Ink Receptivity for Superior Print Quality
Flenex plates redefine print quality with their exceptional ink receptivity and transfer efficiency. Engineered to reach optimal color swiftly, these plates cut down make-ready times significantly while boosting press uptime. The result is a consistently vibrant and clear print quality, enhancing your reputation for excellence with each job. With Flenex, your operation is not just faster but smarter, consistently delivering results that impress and satisfy your clientele.
Maximize Press Productivity Transform your printing press into a beacon of productivity with Flenex plates. Designed for highperformance output, they enable you to handle more jobs in less time without compromising on quality. This enhanced efficiency ensures that your press operates at its peak, producing seamless and precise prints rapidly. Such faster completion rates not only enable you to tap into new business avenues but also respond swiftly to market demands, setting you apart in a competitive industry.
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Experience the remarkable benefits of Flenex plates with Fujifilm’s new, easyto-engage free trial offer. The trial involves a simple 3-Step process: » Start with a 1-color press run to evaluate the print quality, complemented by an in-depth analysis from our technical experts.
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» Progress to a 4-color test to perfect balance and curves, with our team providing comprehensive support throughout. » Conclude with a live run to finalize your ideal print setup.
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QUESTIONS & ANSWERS
ONE-ON-ONE WITH
PAT MCGREW
Pat McGrew, Managing Director for McGrewGroup, Inc., brings over three decades of experience as a software CEO, marketer, analyst, industry evangelist, and consultant covering workflow effectiveness, strategy, and products/services triage for data-driven and static marketing, regulated communication, packaging, label, and commercial print across offset, inkjet, and toner. A sought-after speaker, facilitator and author of eight business books, she edited “A Guide to the Electronic Document Body of Knowledge,” holds multiple certifications, co-created The Print University and Assessment in a Box, and is a regular industry content contributor.
In your recent panel on generative AI, you discussed the addition of tools like ChatGPT into print industry solutions. From your perspective, what are the most significant benefits and challenges that AI integration brings to traditional print operations? For the recent Xplor meeting, we used Generative AI technology as a launching point for how artificial intelligence and machine learning have come into the print industry, where you can already find it, and likely evolutionary path. The big takeaway was that beginning with basic rules-based automation, moving through systems that learn from our actions, and moving into what generative AI systems can do 16
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by looking at large language models to bring new insights to processes, it’s clear that we are already benefitting from the technology. The subject matter experts who sat on our panels brought current examples of how they use generative AI in their solutions, but they also helped us understand how to use some of the publicly available platforms, like Google Bard, Open AI’s ChatGPT, and those from IBM, HPE, Microsoft, and AWS. For printers and the vendors who serve them, it was clear that we’ve only scratched the surface of how to leverage the power of large language models and the engines that use them for communication systems.
Having interviewed companies working with Xplor users, what commonalities have you observed in how these companies approach innovation and adapt to AI technologies? How do they balance compliance needs with the push for innovation? The most interesting learning was that the prevailing wisdom regarding where we are and the reality of where we are do not match. There is a general sense that AI and its machine learning counterparts are new and innovative. While that is true for some elements, as an industry we have been leveraging many of the elements for more than a decade. Many of the most common tools in our market are sold by vendors who have a clear understanding of rules-based automation, machine learning, and the many facets of artificial intelligence. They have been bringing innovation to their customers, but not always revealing how some of the magic happens. The magic is often in the tools they use to develop their code, and the way they
create their solutions to open more self-configuring, self-healing, and other types of tools. For many solutions, the ability to leverage new approaches means they can enable more compliance options, especially in Zero Trust workflows. The important thing for printers who deal in data to remember is that they have a responsibility to understand the tools their vendors bring to them and what data is exposed to them. There is a reason that many of the big vendors direct their development teams not to expose their code base to the public large language models. You wouldn’t want to be using a tool in your shop that exposes your raw data or your client data to the outside world. In your exploration of how companies make decisions regarding AI adoption, what key factors influence these decisions? Are there any particular trends or considerations that stand out in the print industry? In many cases the AI-based solutions come into a shop without any discussion of the underlying technology that enables the software magic. That is a good place to start. Unless you ask, many vendors never mention how your latest enhancement or new feature is enabled. But, when companies make overt decisions to look for AI-enabled solutions, the criteria for adoption are the same as for any solution you bring into the shop. It has to meet a need. It may be an existing solution that no longer meets your need, or it may be that the nature of your business has changed enough that you have new requirements that call for an innovative solution. In these cases, more printers seem to be looking for vendors who understand the power of
rules, automation, machine learning, and generative AI. You’ve delved into the reactions of staff, implementers, and customers towards AI in the print industry. What patterns have you noticed in these reactions, and how do companies manage the varying levels of acceptance and skepticism towards AI? When any new solution enters a print shop, whether it is AI-enabled or not, there is going to be skepticism. There will be team members who embrace the technology as a way to free their time from mundane tasks. There will be folks who decide it’s all hogwash from the start and try to avoid it. And there are outright technology deniers who will do everything they can to prove it doesn’t work. The best approach is to get in front of everyone by introducing the new technology, finding your unofficial leaders and your technology champions and get them to bring the rest of the team they work with every day into the fold. At some point you may find that some people will not get on the bus. You will either need to find them a role out of harms way or let them go to protect the business growth. Based on your experiences and insights, what advice would you give to printing and marketing service companies looking to integrate AI into their operations? Are there any specific strategies or precautions you would recommend? Start with the basics. Talk to your current vendors and ask about their current approach to AI-enabled solutions and their roadmap. You may find that one or more of them already have basic education available to help you and your team understand how AI enables optimized workflows that give them time back in their day, helps
them be more consistent, and builds higher levels of customer satisfaction by reducing mistakes. Consider bringing in subject matter experts to do lunch-and-learns to build comfort and ameliorate concerns about robots taking over their jobs. Talk to your peers in your print associations to identify what has worked for them and what has not. Your print associations can be a wealth of knowledge!
The important thing for printers who deal in data to remember is that they have a responsibility to understand the tools their vendors bring to them and what data is exposed to them.” Finally, how do you envision the future of the print and communication industry in light of the rapid advancements in AI? What roles do you foresee AI playing in shaping the industry’s trajectory over the next decade? What I hope is that we will leverage all of the optimizing technologies to take people out of configuration, file repair, file optimization, and most of the prep work, as well as compliance auditing, invoice matching to estimates, and overall production workflow management. If you can define it and write a rule for it, there is an automation technology that leverages ML and AI for you! We have to use these technologies. Our workforce is becoming harder to acquire and train. Our current talent is aging. These technologies can help us add efficiencies, capture knowledge, and become more resilient.
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