In 2022 OpenAI released ChatGPT and suddenly AI was on everyone’s radar, raising hopes, fears, and
ChatGPT is an example of generative AI, an advance on traditional AI. Traditional AI uses algorithms to execute repetitive tasks or single activities, like translating text, or converting currency. It’s task based. Generative AI is different in that it can create something new. It absorbs vast quantities of content, learns from it, and produces new content when prompted to do so.
Tools like ChatGPT can create sales proposals, blogs, and other marketing materials. A design tool like DALLe can create new designs based on prompts, but also analyze trends, identify user preferences, and suggest design elements that resonate more effectively.
The next frontier is agentic AI. This type of AI processes data, makes decisions, and takes action, adapting to changing environments as it goes. In a print shop, this might mean a system that can order substrates to fulfill jobs on demand or as inventory runs low. Another AI agent may prioritize print jobs in the queue to streamline the workflow, all without human intervention. Agentic AI will power the next generation of robots that will work alongside humans, with minimal interference.
AI has already transformed how print shops operate. Current software systems automate the printing process from estimating to production to shipping. Workflow and MIS systems manage repetitive tasks, watch print production, analyze sales data and market trends, monitor client interactions, and perform a host of other functions. The result is a leaner, less wasteful, more profitable operation that optimizes resources. Look for many of these systems to integrate agentic AI features over the next couple of years.
Besides the expected adoption of AI-assisted automation for print production workflows, printers are already using today’s AI technology to save time and be more effective in many aspects of their businesses. Some of these areas are internal to the company. Others, such as many of the marketing applications, may also apply to customer projects.
As confusing and fearsome as it might appear, adopting an AI strategy starts with identifying the areas in the company where it will have the most impact: content creation, sales and marketing, collaboration, and so on. OEM suppliers may embed these tools in their software, or you may have to buy tools from third parties. Some will require significant IT investment, but an app like ChatGPT is free, and it’s easy to use.
Many printers are already embracing AI. Last year, a study by the research arm of NAPCO revealed the number of printers using AI, either embedded in OEM software and hardware or through independent applications, grew to 40% from 23% the prior year. Another 28% planned on adopting it over the next year. In a similar study of in-plant operations, 45% of printers said they are using AI mostly for proposal, marketing, graphic design, and website development.
To be sure, challenges exist, including a lack of understanding of how AI can help operations, or the perception that it comes with a steep learning curve. And, as exciting as some of these generative tools can be, they can’t fully replace the work of humans, so they need monitoring. It’s also important to consider whether existing infrastructures can handle AI. Tools can crush reams of data to make VDP easier, but they need properly functioning databases to train AI models, for example. Integration of systems, while getting easier, will likely continue to be challenging.
AI isn’t new, but the technology is evolving from task execution to content creation to action-based applications. We’ll absorb many of these tools without even realizing it and print shops will reap the benefits. The best strategy going forward is an open mind and a critical perspective.