MAIN TAKEAWAYS:

• The future of AI in print means faster and more efficient pre-production processes
• AI can produce hyperpersonalized print using large sets of customer data
• AI in print can help extend the lifespan of equipment by proactive maintenance
• AI in print means more precise, detailed quality control

It would be a stretch to say that AI is revolutionizing the commercial print space. Rather than upending what’s been proven to work, this new technology will enhance and accelerate print processes — and the customer experience by extension — in ways that many of us print industry veterans have wanted for some time. 

What motivates a repeat purchase from a brand? While quality matters, loyalty is often driven by added value — exclusive discounts, perks, or rewards — that enhances the customer experience. Loyalty programs not only reward customers but also boost brand performance. And when it comes to marketing those programs effectively, print stands out as a powerful, underutilized tool.

For commercial banks and lending institutions, the ability to cut through the competition and connect with consumers in a substantive way is key in enhancing brand recognition and customer acquisition. For example, commercial banking institutions spent about 40% of their annual budget on advertising in 2024, with a healthy percentage of this spend going to digital outreach efforts.¹ 

We all know that old real estate cliche: everything comes down to location, location, location. But this extends beyond the properties you’re looking to sell or acquire — it applies to the ways in which you reach and communicate with clients. 

The print catalog is making a comeback, and its resurgence is largely attributed to the trust and value today’s customers put in print materials. For example, 70% of consumers trust print more than any other medium, with 53% of recipients sharing that they look forward to receiving direct mail ads.¹ 

Today’s consumers are inundated with emails and digital marketing every day. This makes it harder than ever for franchise brands to capture the attention of both prospective customers and those who have purchased from them in the past.

Technology is making direct mail campaigns faster, easier, and more viable to produce as part of a brand’s overall communication strategy. The trust consumers place in print media often puts direct mailers at the heart of multi-touchpoint marketing campaigns designed to connect with target audiences across a variety of channels. 

The stability of the paper supply chain will likely be tested during the first part of this year. The reasons for this include a decrease in the demand for uncoated paper at the tail end of 2024, along with the potential for economic tariffs on paper manufactured outside the U.S. and shipped to the states. If implemented, it’s a virtual certainty that these tariffs will challenge the paper supply chain — at least in the short-term — and result in increased prices. 

This kind of volatility is problematic for brands that lean on print for their sales and marketing initiatives, but the good news is that print automation can help companies leverage the kind of print flexibility and speed that can overcome supply challenges. Let’s take a quick look at the role I believe print automation can play in faster, more flexible print.