Print’s Digital Dilemma - As print transitions from analogue to digital, the industry faces challenges more human than technical
An article based on a podcast interview with Charles Lissenburg, Keypoint Intelligence
Introduction
In a recent FuturePrint Podcast, Charles Lissenburg, European Sales Director at Keypoint Intelligence, offered a sweeping overview of the shifting print landscape. From automation and demographic pressures to the evolving role of print in a digital-first world, his insights are a call to action for an industry navigating complex change.
Click on this graphic for direct link to podcast interview
A Sector in Transition
Charles Lissenburg has spent his career watching the print industry evolve. Now at Keypoint Intelligence—a US-headquartered consultancy expanding its European footprint—he finds himself at the centre of an industry in flux.
“The shift from analogue to digital has happened quickly in some areas,” Lissenburg notes, “and surprisingly slowly in others.” Wide-format printing, for example, surged in the late 2000s before reaching maturity. By contrast, digital textile printing has taken decades and still commands a modest share of overall production. The reason? Not just technology—also logistics and labour.
Technology Is Ready. Are People?
While the industry often focuses on technological capability, Lissenburg believes the real hurdle is demographic. A generation of skilled print professionals is retiring, and the sector is struggling to replace them. This talent vacuum, he argues, makes automation not just desirable—but essential.
“We’re heading for a major knowledge gap,” he warns. “Automation and AI aren’t just efficiency tools. They’re survival strategies.”
Yet organisational inertia remains. Many businesses are conservative in their thinking and cautious in adopting new workflows. Lissenburg sees this hesitancy as a liability in a competitive, fast-moving environment.
The Value Shift: From Volume to Impact
Key to print’s future, Lissenburg argues, is a fundamental reorientation. “We need to focus less on how things are printed, and more on what print delivers.” That means placing emphasis on value, creativity, and sustainability rather than speed and volume.
Take the example of digitally printed, recyclable exhibition stands—striking, high-impact structures with minimal environmental footprint. Or the rise of bespoke packaging and embellished labels that enhance product appeal. These are the kinds of applications that resonate with modern customers and regulators alike.
Automation: Not a Trend, a Necessity
For Lissenburg, automation is the linchpin for progress across every segment—textile, packaging, labels, and beyond. “It’s not just about digital presses. It’s about the entire production ecosystem—from software and finishing to logistics and supply chain integration.”
He sees inkjet as particularly promising. “It’s incredibly versatile,” he says. “And in many segments, we’re just scratching the surface of what’s possible.” As costs drop and capacity grows, inkjet and digital platforms will increasingly outcompete traditional processes.
A Shifting Global Landscape
But technology isn’t the only factor reshaping print. Geopolitical instability, trade tensions, and supply chain fragility are pushing businesses to reassess where and how they produce. “The globalisation model is being recalibrated,” Lissenburg says. “We’re seeing more regional production, shorter supply chains, and a new urgency around resilience.”
This, too, favours digital print. With shorter runs and faster turnaround times, digital technologies are naturally better suited to decentralised manufacturing models.
Keypoint Intelligence: A Guiding Hand
Keypoint Intelligence is positioning itself as a strategic partner in this journey. Its services span lab testing, market intelligence, forecasting, consulting, and organisational AI readiness assessments. It works with print businesses to understand how and where to adopt automation and AI—and how to integrate these into real-world processes.
The company is highly visible at industry events worldwide, including FESPA, LabelExpo, DScoop, and Printing United. It has taken a lead role in driving conversations around automation, artificial intelligence, and digital transformation.
The Next Two Years: A Critical Window
Looking ahead, Lissenburg is focused on helping industrial print sectors—those beyond traditional document printing—accelerate their digital journey. He believes that inkjet, automation, and AI will drive the next wave of growth.
But the change will not be easy. “This isn’t just a technical shift,” he emphasises. “It’s cultural. It’s organisational. And it requires leadership willing to think differently.”
A Final Thought
The print industry, often perceived as static, is in fact teetering on the edge of reinvention. If it is to thrive in the years ahead, it must stop viewing digital as a supplement and start seeing it as a foundation. It must stop selling speed and start selling value.
And, as Charles Lissenburg insists, it must learn to speak not just about ink and paper—but about impact.