Intelligent Automation and the Fourth Printing Revolution

Marcus Timson in discussion with Joan Perez Pericot

In a recent episode of the FuturePrint Podcast, Joan Perez Pericot, VP and General Manager of HP’s Industrial Print Software and Solutions, laid out the blueprint for what he calls the "fourth era" of printing: intelligent automation. According to Perez Pericot, the printing industry, a cornerstone of communication since Gutenberg’s press in the 15th century, is now standing at the edge of another transformative shift. And this change is not merely evolutionary—it is likely to be revolutionary.

The VUCA World and Print Industry Challenges

In today’s VUCA world, traditional business processes are increasingly exposed as inflexible and lacking the necessary agility. For the printing sector, this means grappling with supply chain disruptions, rising labour costs, skills shortages, and fierce economic pressures. Driving the need to adapt is continually changing customer demand including faster turnaround times, shorter runs, demand for sustainability and the digitalisation amidst the complexities of globalised e-commerce.

Perez Pericot underscored the industry's longstanding reliance on analogue processes and its gradual transition to digital printing since the 1980s. While digital printing technology has advanced significantly, it still accounts for a relatively small percentage of production. The main obstacle to wider adoption lies not in the technology itself but in inefficient workflows, fragmented tech silos, and disconnected systems, which create an over-reliance on manual labour to fill these gaps. To unlock the full potential of this transformation, Perez Pericot advocates for a comprehensive, enterprise-wide strategy driven by intelligent technology that will enable greater performance, productivity and profit.

The Role of Intelligent Automation

“The next wave,” Perez Pericot explains, “is not about improving the printing process, but rethinking everything around it.” Intelligent automation promises to address the industry’s bottlenecks by integrating artificial intelligence (AI) into workflows, enabling predictive maintenance, dynamic scheduling, and real-time problem-solving.

“Think of it as the ‘Waze’ of print,” he said, referencing the navigation app’s ability to dynamically adjust routes based on changing traffic conditions. Similarly, AI-driven systems can streamline print production, adapt to machine downtimes, and optimise resource allocation—all while reducing the environmental footprint.

Beyond the Hype: Practical Applications of AI

While terms like ‘AI’ and ‘automation’ may often feel like buzzwords, HP’s approach is grounded in real-world applications. For instance, their systems already use AI for image recognition, identifying and correcting print errors with a precision surpassing human operators. But Perez Pericot sees generative AI taking this further, transforming how operators interact with machines, enabling production managers to monitor efficiencies, while helping business owners analyse profitability.

“We have created personas for each key role within the print business,” he explained. “Operators, production managers, and business owners all have unique needs, and our AI tools are tailored to deliver actionable insights to each while seamlessly connecting to a clear strategy that is able to adapt to changing demands.”

Sustainability and Intelligent Automation

One of the most compelling aspects of this new era is its alignment with sustainability goals. HP’s solutions aim to reduce waste, localise production, and decrease carbon footprints by enhancing efficiency. In addition, 2024 saw the launch of the Amplifier Program that provides print service providers with tools to assess and improve their sustainability metrics, supporting a joint industry effort toward decarbonisation.

A Strategic Pivot at HP

HP’s shift toward software and solutions marks a strategic expansion beyond its renowned hardware portfolio. “We want to be the partner for growth,” said Perez Pericot. By leveraging AI and their extensive data—gleaned from decades of digital printing technological and production development —HP is positioned as a true leader in end-to-end print solutions.

According to Perez Pericot, this vertical integration is a win for both HP and its clients. From workflow automation tools like SiteFlow to advanced analytics platforms, the company’s solutions promise to simplify the complexities of modern print production, enabling clients to scale up digital adoption and compete in increasingly dynamic and unpredictable markets.

The Road Ahead: Exciting and Accelerated

As the podcast concluded, Perez Pericot reflected on the industry’s future: “The pace of change is accelerating. It’s driven by the convergence of technologies like AI, mobile, cloud, and the internet of things. It’s a continuous marathon, but an exciting one.”

HP’s commitment to innovation—epitomised by its plans to showcase new AI-powered solutions at Dscoop in Long Beach—ensures it remains at the forefront of this transformative era. The message for the printing world is clear: embrace change, leverage technology, and prepare for an era where intelligent automation defines success.

In a VUCA world, intelligent automation offers the stability and efficiency the print industry needs to thrive in its fourth era. I think it is exciting as this really gives power to print service providers to navigate their business strategically and confidently into the future. We at FuturePrint are looking forward to learning more!