PRINTING United Expo Kicks Off in Orlando

By Gabby Houck

Typically, Disney World is the destination in Orlando deemed magical, but with the energy and excitement of the first day of PRINTING United Expo — North America’s premier print event — there was certainly some competition for the "most magical place on earth."

Thousands of Attendees eagerly arrived at the Orange County Convention Center this morning, ready to get out and walk the Expo show floor, which this year boasts over 820 vendors and exhibitors. And to really wake everyone up, the show began with a performance from Freedom High School’s “Pride of the Patriots" Marching Band & Color Guard.

Day one of the Expo was jam-packed with educational sessions, new equipment releases, live demos, and more.

Research Gives a Glimpse Into the State of the Industry

Some Expo-goers got an early start with a research breakfast presented by the Alliance Insights team. Nathan Safran, vice president of research, and Principal Analyst Lisa Cross led the discussion and also showed an insightful video from PRINTING United Alliance Chief Economist, Andy Paparozzi, on the State of the Industry research report sponsored by Canon U.S.A. that will be published next month.

During his video presentation, Paparozzi acknowledged the challenges of 2025, including uncertainty, tariff policies, and increased operating costs. He also identified the top business priorities for 2026, such as increasing productivity, controlling costs, and exploring AI.

“There is, however, a lesson in all of this turmoil that is worth carrying into 2026, and the lesson is, yes, moving forward during times of extreme uncertainty is risky, but sitting still and waiting for clarity is even riskier,” Paparozzi said.

When Cross took the stage, she discussed the convergence trend in print markets. During her presentation, she highlighted a study with over 200 providers which showed that most printers' customers expect to be moving into new segments. Meaning that commercial printers aren’t just commercial, they’re moving into wide-format, packaging, promo – you name it. Cross’s research also showed that print providers who have moved into convergence increased revenue by 15.6% and profitability by 10.3%.

“There are pretty much no boundaries. Everybody's moving into everybody else's segment. And this is something we have documented,” Cross said.

Equipment Releases

Some major names like Epson, Fujifilm, and Vanguard all unveiled brand new equipment on day one. Epson dropped its new SureColor S8170 solvent printer – a continuation of the popular SureColor S-Series line.

The Epson SureColor S8170

The SureColor S8170 comes with over 20% faster print speeds and improved print quality compared to it’s sibling printers.

“In a sign shop, speed isn’t just about quick printing, it’s the backbone of efficiency. Faster output means jobs move through the print process efficiently, giving shops the ability to meet deadlines, handle high-volume orders and potentially acquire additional business,” David Bistrovic, product manager, Professional Imaging, Epson America, said..

He continued, “The new SureColor S8170 is one of the most productive sign printers ever developed and integrates features designed for productivity, without compromising quality. It maximizes output, reduces downtime and offers sign shops the ability to increase ROI.”

Vanguard, a subsidiary company of Durst, also debuted its Natchez Flatbed printer series. The Natchez is a UV flatbed series that enables the production of high-quality prints on a wide range of substrates. Specifically, it's designed for difficult materials.

The Fujifilm Acuity TR

“So previously, in our lineup of printers of Vanguard, we had a couple of different models that focused on different types of materials that tend to be difficult. And with the Natchez, we tried to bring them under one machine,” said Becky McConnell, marketing manager for Durst.

Another exciting wide-format drop is Fujifilm’s first entry-level wide-format printer, the 63” Acuity TR roll-fed printer equipped with Fujifilm’s AQUAFUZE water-based UV ink. AQUAFUZE combines photopolymer dispersion with water-based UV curing to reduce printhead nozzle clogging, improve ink ejection, and eliminate the need for primers, optimizers, or topcoats.

Educational Sessions

Attendees who may have needed some quiet from the buzz of the show floor were also able to attend Day One’s array of educational sessions. They included:

Human art in an AI World

This discussion, led by Chris Young and Jane Corbett from Sensoria, tackled the intersection of human creativity and AI in art. They emphasized that while AI can generate art quickly, it lacks the emotional depth and authenticity of human-made art. They also highlighted the importance of human judgment in curating and refining AI-generated art to maintain quality and integrity. Throughout their presentation, the pair addressed ethical concerns, like the use of copyrighted data and the potential for AI to replace human artists.

“This conversation matters in print because print is where creativity leaves the screen and enters our world. It's proof of intent, a product you can hang, ship, sell, and when you merge AI with human story and print permanence, you get something powerful, personalization with soul,” Young said.

The conversation concluded with a focus on the future of AI in art, stressing the need for responsible AI practices and the continued value of human creativity in driving emotional connections.

Allyship: Supporting Women in Print

This afternoon session, led by Lisbeth Lyons Black, director of Women in Print Alliance, emphasized the importance of empathy and inclusiveness in the printing industry, which historically has had the reputation of underrepresenting women.

“Women in Print Alliance has a mission to attract, advance, and advocate for women in the printing industry, and we can only do that to a certain extent. We definitely need men in print to be our partners in that and to be our allies to help us achieve that goal,” Lyons Black said.

Lisbeth Lyons Black was joined by panelists Chris Huff, Cliff Hollingsworth, and Brian Adam.

Lyons Black was joined by panelists Chris Huff, president of operations for TM International; Cliff Hollingsworth, field operations, Fortidia; and Brian Adam, president of Olympus group. The three shared their experiences in fostering a supportive culture, while also highlighting the need for flexibility, mentorship, and representation to attract and retain diverse talent.

After day one wrapped, attendees had the opportunity to attend one of the Expo’s After Dark networking events at PBR Cowboy bar in Orlando for some networking, and of course, a little fun.