MAIN TAKEAWAYS:
- Quantum’s Supply Chain Manager, Paul Fillmore, reflects on the uncertainty of 2025 and the likelihood that uncertainty continues into 2026.
- AI will make it faster and easier for commercial printers like Quantum to leverage consumer data for personalized, highly targeted print materials.
- The education and retail markets are ideal for hyperpersonalized print materials in 2026 and beyond.
For printers and customers alike, 2025 tested resilience and rewarded innovation. Supply chain challenges, economic uncertainty, and the rise of AI created a transformative year that pushed printers to rethink technologies, processes, and partnerships — all to build more flexible business models.
Quantum’s Supply Chain Manager, Paul Filmore, believes the print industry is primed for more shake-ups in 2026, though he remains optimistic about the opportunities these shifts will create. Here, Paul offers a preview of what he expects the industry to look like in 2026 and beyond.
Which print application areas do you think will grow the most in 2026?
This year had a lot of fluid circumstances, politically and economically, and I think that’s leaving a lot of us in the print industry with more questions than answers. One thing we for sure saw in 2025 is that print budgets decreased and companies moved toward small run jobs – companies wanted to become much more targeted, much more strategic. I think that’s something we’re going to see more of in 2026. Everyone is going to be thinking about the short term, about what the next three months will look like.
I think the packaging market will remain steady. I think the direct mail market will depend heavily on what the Postal Service decides to do about rates in July. Regardless of the application, I think 2026 will be about print that is data-driven, personalized, and targeted.
What kind of investments is Quantum making to be in a position to succeed next year and beyond?
We’re taking a two-pronged approach — it’s what I’m calling hardware and software. On the hardware side, we’ve made big investments in digital presses. These platforms help increase our uptime and help us print the large runs that do come in faster and faster. Not only are throughputs better, we’re able to finish pieces in-line to save even more time. We’ve really transformed into a digital powerhouse with the ability to print personalized materials on a range of substrates and get it out the door quickly.
On the software side, we’ve prioritized ease of use. This means going big on print automation, increasing efficiency to help reduce costs and help our customers maximize their print dollars.
Where does AI fit in the future of print?
The print industry has been ripe for AI, for this kind of digital transformation. So much of what we do is based on tried and true methods or formulas or tools. AI is able to streamline so many of these manual processes so quickly in a way that drives efficiency and reduces errors. AI is going to rapidly accelerate our speed to estimate jobs, our speed to sort and use data, and our speed to get print jobs out the door.
Are there certain markets where print is more ideal to help companies differentiate themselves from the competition?
I think education would be one of those markets, especially since the opportunity for personalization is so high — using a data-driven approach makes it easier to target specific audiences by income, location, or other criteria. We’re already seeing marketers coming to us with all this data seeking recommendations about what they can do with it. They want to know how they can leverage it to reach specific audiences.
Does that mean using a postcard? A letter? A more interactive welcome kit with a QR code? You have to be ready to answer these questions.
I think the higher-end retail market is another industry that’s a good fit for print. You see it already with some of the bigger players out there, companies like Saks or Ulta. They’re using print for things like their loyalty programs and this type of print can be really effective, especially given how much customer data these types of retailers have access to.
I do a lot of shopping at Pet Supplies Plus, and it wasn’t long after I started shopping there that I started getting mailers for 15% off specific brands of dog food. They know me, they know what I buy and what I want, and they don’t make me go on some 12-click odyssey to get it. The offer is clear and it’s relevant to me. That gets me in the store, and then, once I’m in there, the odds increase that I pick up more than just the pet food.
What’s one thing in print that you’re optimistic about in 2026?
I’m optimistic about the technology solutions out there, especially on the digital and inkjet side of things. There are some really good papers out there that create high-quality print on digital and inkjet presses. The developments in print technology are going to enable us to run better, faster, and with an elevated level of quality. Plus, again, the software that’s coming on the AI side of things is going to radically change the print space…my job is probably gonna look very different at this time next year.
Quantum is the strategic print partner to help companies across virtually any industry harness the power of consumer data to create targeted, personalized print that connects with audiences, boosts response rates, and demonstrates ROI. Request your custom quote to start 2026 off on the right foot.
Paul Fillmore is Quantum’s Supply Chain Manager and has more than 25 years of print industry experience. Paul’s specialization is in sheet-fed printing and he has master-level experience in litho and digital print production, estimating, planning, purchasing, and process engineering.
