7 Ways Printers Can Compete in the New AI Economy

Artificial intelligence (AI) has been developing at a rapid pace. In fact, Steve Metcalf, founder, CEO, and chief AI officer at IMAGINE AI LIVE, likens one month of AI development to a full year of software developments prior to AI’s meteoric rise.

This quick development has opened up “an entirely new economy, a new way of thinking,” Metcalf says.

“Humans aren't put on the world to do mundane stuff, but that's what we've been stuck with in the old economy,” he says. “But they're not doing mundane stuff anymore. And if you're not using AI, you're going to lose your job to someone who uses AI.”

Metcalf shared these key pointers on the best ways printing and packaging professionals can implement AI today during a session at the PRINTING AI Pavilion at the 2025 PRINTING United Expo in Orlando, Florida.

Multimedia

For printing and packaging professionals, one of the most accessible ways to venture into AI is to use it to help create graphics. Depending on the specific model you use, you can input either a text description of what you want, or a reference image with additional context.

“Have you ever gotten a print file from a client and they said it needs to be printed yesterday — but they didn't give you the right bleed, and now you have to go back and forth and back and forth?” Metcalf says. “What if you could just offer them a service for a few 100 bucks: ‘We’ll perfectly bleed your images for you and charge you for it’? You can do that.”

Research

In the past, the surest way to do research on a new printer, prepress software, or other solution has been to attend events and do a standard web search, Metcalf says. Now, he explains, AI can give you a solid baseline and save you time.

“What I recommend, especially if you're doing research, go to more than one [AI tool], because there is this thing called hallucination that the industry is trying to solve,” he says. “They're getting much better at being grounded when they do these searches, but it's great to have three different points of view.”

Metcalf notes this strategy can also be used to develop content that would otherwise take you a long time to put together, such as a strategic growth plan for your company.

Software

Metcalf also highlights the software implications of AI. Whereas printers used to invest heavily in software, AI has lowered the price point for software.

“So this is an illustration: In the old economy, maybe it took half-a-million dollars if you wanted a piece of software that was custom-rolled for your business,” Metcalf says. “You'd have to hire dev shops, designers — they're expensive … Now, the new economy, you can't even see the bar, because it's, like, $100 and your time. Your time probably should be billed into that, right? It's about $100 to get an app built in about a day that can solve things you would not believe that you can do.”

Automation

Automation and AI go hand in hand, and Metcalf cites several ways AI can automate routine tasks. For instance, he wears an AI recording device regularly.

“If I'm at a trade show, I'm talking to people, it records conversations,” he says. “Now, people are still getting used to it, so you sort of say, ‘Hey, I've got this thing on. Are you OK with it?’”

He also points to another wearable device you can use that “summarizes your entire day. You put it on in the morning if you want, go for a walk, you have an idea or thought. It even comes up with recommended actions for you, so you get to your desk and it's already working on it.”

Agentic AI

Metcalf says printers can even build their own agentic AI models, which are given a task and can go beyond simply answering a question.

By defining clear roles, inputs, and constraints, printers can use AI agents to analyze their company’s data and generate optimized, repeatable decisions tailored to their particular equipment and workflows.

Learning

According to Metcalf, education in the past has primarily followed a certain path: study, choose a career, and work it your whole life.

However, he sees AI as a new avenue for learning. He recommends connecting with others in the industry who are using AI and attending conferences and other events where AI is on the schedule.

Leadership

Metcalf emphasizes the importance of getting involved in AI.

“What I've been telling folks is: AI is not a spectator sport,” he says. “It is a full-on participation game, but it's fun. So don't be on the sidelines, don't outsource it to somebody else. The owners of the companies, the CEOs, the leaders of the departments and the divisions, need to lead the way.”