What will AI mean for the print industry in 2025?

AI artificial intelligence
SOCIAL SHARE OR EMAIL TO COLLEAGUE
While one of the most talked-about subjects in the modern market, little is still known about artificial intelligence (AI) and its long-term impact on the world, let alone the print industry. LFR attempts to lift the lid on AI by sitting down with Roland DG’s Vittorio Neri to find out more about what could be in store for our industry.

Knowing exactly what the future holds for artificial intelligence, or AI if you prefer, is rather tricky business. Such is the pace of evolution in this sector, with many weird and wonderful new technologies being announced all the time, it is hard to predict what we may see next.

From robot barmen and waiters to online chatbots and the ability to produce thousands of words at the click of a mouse on ChatGPT, AI is already changing the way we live our day-to-day lives. While some have raised concerns about how far this may go and that we may even be in danger of the robots taking over, others are embracing AI to make their lives easier.

Here in print, the situation is very much the same. Some areas of the industry are witnessing an increasing use of AI, not only make production easier but to also improve the quality of print and the working environments for human staff. AI’s use in print has jumped in recent years and this is now only set to accelerate as more companies switch on to the benefits of working with AI.

Have you got a friend in AI?

AI is like the friend you never knew you needed: a bit intimidating at first, but it is brilliant once you get to know it.
AI is like the friend you never knew you needed: a bit intimidating at first, but it is brilliant once you get to know it.

One advocate for AI in print is Vittorio Neri, Head of Marketing Research, Planning, and Technology at Roland DG EMEA. A veteran of the print industry, Vittorio joined Roland in 1991 and has worked in a whole host of roles, from service to sales to marketing, offering insight into all areas of the print production process.

Today, Vittorio mainly focuses on crafting marketing strategies, analysing market trends, and exploring digital tools for innovation, having developed a deep expertise in printing and customisation solutions from his time working in print.

Lately, Vittorio said he has been left “fascinated” by how AI can open new doors for the print industry – to the point where he admits it is making him question everything that he thought he knew about technology.

“AI is like the friend you never knew you needed: a bit intimidating at first, but it is brilliant once you get to know it,” Vittorio said. “It’s a tool that can deeply change how we work, create, and even resonate on different tasks. AI can automate mundane tasks, expand our analytical superpowers, and even give our creativity a turbo boost.

“That said, it’s not magic; again, it’s a tool, and like any tool, it’s only as good as the person using it. If we approach it with curiosity and a willingness to learn, AI can amplify what makes us human: our ability to innovate, adapt, grow, and, why not, dream.”

Unprecedented opportunities for printers?

The earlier you start, the sooner you'll realise that AI isn't here to replace you; it's here to help you work smarter, not harder.
The earlier you start, the sooner you’ll realise that AI isn’t here to replace you; it’s here to help you work smarter, not harder.

So, where are we currently at with AI in print? While still a relatively new concept, Vittorio said AI is already deeply woven into the printing industry, even if we do not always notice it.

He picked out Predictive AI as an example, touching on how software that analyses data and optimises workflow has been quietly working behind the scenes for a while. For more on the benefits, click here to read our recent feature on how these tools can help to improve efficiency and profit.

However, for Vittorio, the real “game changer” is Generative AI. He explained: “It’s the first time we can talk to technology, giving it instructions like chatting with a friend. This opens up exciting possibilities: brainstorming ideas, creating images, summarising reports, or even crafting entire business strategies. In the print domain, this means faster mock-ups, smarter personalisation, targeted communications to our customers or potential ones and an unprecedented ability to turn creative ideas into reality.

“Generative AI for printers can be compared to having your own Iron Man suit, equipped with tools and capabilities that amplify your strengths, handle complex tasks, and make your workflow smoother and more efficient. Platforms like Midjourney or Adobe Firefly can produce stunning designs in a fraction of the time it used to take.”

This is a huge advantage for creating mock-ups or quick drafts, but according to Vittorio, the opportunities go beyond design. He said Generative AI can help printers explore new business models, identify customer pain points, review ROI or optimise repetitive operations like preparing a report or a document for your sales team. It can also help with analysing a contract or creating a presentation for your new customers to build on their needs and demonstrate how you can fulfil them.

“Think of it as having a business consultant on call 24/7,” he said. “AI draws from vast datasets filled with marketing, sales, and financial insights, which printers can tap into to stay ahead of the curve. You don’t need to be an AI expert, but you must know how to use it to improve or leverage your competencies and skills.”

Working hand in hand with humans

On its own, AI is a powerful tool, but when paired with your expertise, it becomes a game-changer
On its own, AI is a powerful tool, but when paired with your expertise, it becomes a game-changer.

Of course, while clearly a strong advocate of AI, Vittorio said he understands the hesitancy in some quarters over the use of such technology. Some have spoken out over the danger of robots being used in place of human workers, leading to physical job losses, while others remain uncertain as to the long-term reliability of the technology.

In response to this, Vittorio lends a thought from author, professor and AI thought leader Ethan Mollick, who said AI is not here to replace us but instead to amplify what we already do well.

“The fear of AI often comes from not understanding it; it’s like being afraid of a car because you’ve never driven one,” Vittorio said. “Printers should see AI as a co-pilot that helps them navigate today’s competitive market.

“Start simple: open an account on a Generative AI platform like ChatGPT or Google Gemini and play around. When you hit a roadblock – and you will – take a prompt design course to learn how to “talk” to AI effectively and eventually seek a consultant to help shape AI around your needs. At this point, your accumulated experience will allow you to make the most of the consultancy and quickly frame the best methodologies for your domain.

“The earlier you start, the sooner you’ll realise that AI isn’t here to replace you; it’s here to help you work smarter, not harder. Plus, this is key, it is much less scary once you know how it works.”

On this, Vittorio offers his thoughts on the future of AI in print and what the industry might see in the coming years. Such is his belief in AI that Vittorio said it will become as integral to the print industry as ink and paper.

“This year, we’ll see the rise of ‘agents’, AI systems that, like an orchestra, can autonomously handle tasks and deliver what you need,” he said. “We’re also advancing toward multimodal AI models capable of seamlessly processing and generating text, images, and even videos as input and output. “Additionally, sophisticated voice models now enable natural, conversational interactions with AI, including the use of your screen or camera. Together, these developments can really redefine personalisation, automation, and how we interact with such tools. As I said before, AI won’t just be a tool—it’ll be an active collaborator, helping printers push the boundaries of what’s possible or simply doing things better.”

Still not sold on AI?

The key takeaway here is to embrace AI now, while it is still evolving.
The key takeaway here is to embrace AI now, while it is still evolving.

From the evidence so far, it would be easy to think that AI is the all-singing, all-dancing solution to your problems, and that you can watch it take care of everything while you sit back and enjoy a cuppa with some leftover Celebrations from Christmas. However, Vittorio warns this is far from reality and that AI will only work if used properly.

“Let’s not fall into the trap of thinking AI is ‘intelligent’,” he said. “It’s not; it’s statistical. AI doesn’t give the right answer; it provides the most likely answer based on patterns in its training data. This means it can make mistakes or even hallucinate (and yes that is the technical term) by confidently providing false information.

“To get the best results, you must give AI the proper context; essentially, learn how to ask good questions. Mastering this skill, known as ‘prompting’, is like giving precise instructions to someone who, like an intern, is highly knowledgeable but completely unfamiliar with the nuances and dynamics of your domain—they can execute the task brilliantly, but only if you guide them effectively. It’s a challenge initially, but trust me, it’s a fascinating journey.”

On this, Vittorio said AI’s real power shines when paired with human expertise – something that is referred to as ‘Humans in the Loop’. He expanded: “While anyone can use AI to produce something acceptable, it’s the experienced printer who validates, refines, and elevates AI outputs to a professional level.

“Your unique understanding of market dynamics and expectations adds a layer of depth and credibility that AI alone can’t replicate. In other words, AI is a brilliant assistant, but the human touch remains irreplaceable.”

Vittorio concludes with a familiar saying from this sector: “AI won’t take your job, but someone using AI might”. He said that in the print industry, we can adapt this to say that a competitor won’t take your business, but a competitor leveraging AI will certainly give you a serious challenge.

“The key takeaway here is to embrace AI now, while it is still evolving, and the transformation is far from complete,” he said. “Don’t wait for everything to be perfect or crystal clear; use AI as an ally. On its own, AI is a powerful tool, but when paired with your expertise, it becomes a game-changer.”

Scroll to Top