AI - are you concerned about how it will impact your business? Given it’s a topic on everyone’s minds I spoke with Precision Proco CEO Gary Peeling. As global chairman of DScoop - whose UK summit this October looks at the subject - he has his finger on the pulse.
Our Widthwise survey suggests that few UK-based wide-format print companies are investing in artificial intelligence (AI). How do you think print service providers should first engage with this technology?
A lot of companies are talking about AI but aren’t actually experimenting with it and seeing what it can offer. It’s incredibly simple to use and it’s free so it makes total sense to get hands on and see what it’s all about.
Think about everything you do on a daily basis - taking notes, turning the notes into action points, analysing data. AI can do all of these things for you, which frees you up to bring more value to your business.
We often confuse being creative or being entrepreneurial with the work process but that’s not actually where the value is being delivered. AI allows us to free ourselves from being process driven. At Precision Proco we use AI in every one of our daily management office tasks. It allows us to identify trends so we can see how this will impact on sales, look at the resources we need and allows us to make informed decisions.
We need to look at AI as an asset, not as something to be fearful of. We need to see how it can work for us.
How will AI be most useful for print service providers then do you think?
Used properly, AI can allow us to make maximum use of our time in the right way. For example, if you’re pitching for business, your potential client is not interested in how much time you’ve spent putting a presentation deck together. If AI can do that part of the process for you - and allows you to create eight presentations a day where previously you may have only been able to create two - then that means you can pitch to more clients and you are creating more value.
AI can also provide the data to help inform marketing decisions and even proofread - helping to cut down on the time spent on processes by key staff and instead work in areas that bring more value. That’s the kind of ways that our industry and AI can work together to be of huge benefit. It’s not something that we should be afraid of.
And what are the biggest risks AI presents for print service providers?
The biggest risk AI presents is to certain business models - those which work on an hourly rate for the services they provide for instance. Because AI can carry out so many tasks so quickly, people like solicitors, data analysts, copywriters who charge by the hour are the people who will be danger.
The term ‘service provider’ is also one that is going to have to change, because the services we provide and the way they are provided will be very different as we move forward. Going back to the previous example of the person preparing the PowerPoint for a pitch which might be charged by the hour - that simply won’t be necessary anymore. It is, however, better to embrace these changes and make them work for you.
Many early adopters of AI seem to be large companies. How accessible/affordable will it become for SMEs do you reckon?
Unlike previous technologies such as word processing and desktop publishing which all came with a hefty charge when they were first introduced, there is no barrier to entry with AI. It is accessible and affordable to everyone because at the moment it is absolutely free. It is an incredibly powerful piece of technology which everyone can use, so the argument in my mind is that this actually makes the playing field much more level as large companies and SMEs both have the same access to it.
Do you believe that companies which ignore AI will soon find themselves at a competitive disadvantage? If so, why?
Any company that doesn’t acknowledge what AI can bring is definitely going to put themselves at a competitive disadvantage going forward.
The amount of tasks we are dealing with on a daily basis doesn’t give us much time for creative wisdom. AI can help quieten the mind - that is by taking away the time that we have to spend on processes and how to carry out certain tasks - and actually allow us to use our wisdom and experience in a much more worthwhile way.
It needs not to be seen as a threat but an asset which can do the heavy lifting for us.
Some of the creators of AI have called it a threat to humanity. What is your take on this?
AI is able to do many things and can replicate intellectual thinking, but what it can’t do is copy our other level of thought - that can be our intuition, gut instinct, whatever you want to call it.
Sometimes that’s pushed to the back of our minds because we are having to concentrate so hard on the task in hand. AI will give us the opportunity to listen more and to tune into that instinct because we will be freed up to do so.
It’s understandable the way some people think of AI as dangerous, but that’s more than likely because they have no experience of it. It’s out there for us to use and we should make the most of it. It makes absolutely sound business sense for everyone to do that and look at the positives it can bring, rather than thinking of it in a negative and threatening kind of way.
As an industry it is something we all need to embrace.
The questions above were put to Chat GBT too as a matter of interest in what kind of answers we’d get via AI. The answers are as follows:
Our Widthwise survey suggests that few UK-based wide-format print companies are investing in AI. How do you think print service providers should first engage with this technology?
Print service providers should start with AI by exploring workflow automation and data analytics to improve operational efficiency and customer personalisation.
How will AI be most useful for print service providers?
AI can assist print service providers in optimising production scheduling, predictive maintenance, and enhancing customer experiences through personalised marketing campaigns.
And what are the biggest risks AI presents for print service providers?
The main risks are data privacy breaches, job displacement, and over-reliance on AI without human oversight.
Many early adopters of AI seem to be large companies. How accessible/affordable will it become for SMEs do you think?
AI accessibility for SMEs will increase as technology matures, with more affordable solutions and cloud-based options becoming available.
Do you believe that companies which ignore AI will soon find themselves at a competitive disadvantage? If so, why?
Yes, companies ignoring AI may struggle to remain competitive due to efficiency gains and customer expectations for personalised experiences.
Some of the creators of AI have called it a threat to humanity. What is your take on this?
AI’s impact on humanity depends on its ethical use. It can be a powerful tool for progress, but responsible development and regulation are crucial to mitigate potential risks.