How artificial intelligence is impacting the print industry

AI in the print shop

Broadly speaking, AI is defined as a computer system that imitates human intelligence in the way it solves problems and makes decisions. For a print shop, this could mean using an AI that monitors production processes and makes decisions based on sensor feedback. For example, paper alignment problems or image quality issues, which could result in delays or wasted paper, are detected and fixed in real time. AI can also monitor printing software for faults and remedy them before a problem actually occurs. This is all done by the AI alone – no human intervention is necessary.

In fact, in some situations AI systems are superior to humans. They can make calculations much faster and analyse data more deftly than workers. This can create efficiency throughout the printing pipeline, saving time and paper. For example, AI can calculate the most efficient layout for each job. Based on this it can then evaluate job details, such as borders and paper sizes, and predict which jobs can best be combined. The AI can prep for the next job as well, automatically cleaning and resetting inks.

While much of the print workflow is already automated, AI-controlled systems can take it to another level. Production cycles, material flows, bottlenecks, down time and supply chain information can all be monitored and assessed in real time, with the AI ready to make alterations as necessary. A 2020 study by Sweden’s Royal Institute of Technology found that predictive maintenance could be a key area for the application of AI, with the potential to help reduce costly, unplanned shut downs.

Sappi itself is also exploring the possibilities of AI. One application being studied involves woodyard processes, where AI and robotics can help with automatically cutting logs to the correct sizes, so enhancing worker safety and optimally maintaining equipment.

AI in marketing, sales and the back end

AI opens up new possibilities for print customers. Direct mail (DM) and catalogue clients, for example, can micro-target mailings to recipients. AI can be used to automatically customise each brochure, catalogue or DM to each individual customer according to their preferences.

In a sales environment, AI can generate leads, identify customer needs and preferences, as well as recommend appropriate print products. It can set prices not simply based on costs but by analysing the market situation and what a customer is likely to accept. The chances of successful cross-selling can also be predicted, along with quality of sales forecasts.

Sappi, in collaboration with the Institute of Technology Rochester in the US, is also looking at how machine learning can be used to enhance sales processes. A brand new paper demonstrates how machine learning could be beneficial and adaptable – but also how it will need the input of skilled and experienced sales people for it to be effective.

Meanwhile, AI is already being extensively used in something called robotic process automation (RPA), whereby the system retrieves and handles data in the same way a human would. RPA can take care of many HR, accounting, supply-chain procurement and other administrative tasks, dramatically improving productivity. It has the potential to reduce costs, speed up processing times and reduce errors.

No surprise then that we are already seeing artificial intelligence being implemented in the print industry. As the technology rapidly develops – one prediction has the AI market growing in value from $120bn in 2022 to more than $1,500bn by 2030 – it will continue to change the way printers do business and has the potential to revolutionise the industry.