By Melissa Donovan
The wide format printing industry is very much in tune with the latest technology advancements—this includes artificial intelligence (AI) and augmented reality (AR).
According to Mike Richardson, business development manager, Jessup Manufacturing Company, AI and AR are focal points in the wide format printing industry due to their transformative potential and the substantial benefits they offer.
AI
AI is used in multiple ways from analyzing data to optimizing production processes.
“Any business should always be looking for process efficiency and the wide format printing industry is no different. As AI advances it will be a source of predictable workflows where algorithms are deciding outcomes rather than opinions with the goal being reduced timelines and errors, and increased volume and accuracy,” shares Josh Hope, director, marketing, Mimaki USA, Inc.
Marc Raad, president, Significans Automation, says the integration of AI into the wide format sector “has been nothing short of stunning.” One example is Adobe Creative Cloud’s Generative Fill feature on its Photoshop Beta application.
“The powerful tool allows users to describe their creative vision in simple language, and then, like magic, Photoshop brings that vision to life. The printed images retain their sharpness and vibrancy, ensuring that the final output meets the highest standards of print excellence. Imagine the creative time, cost savings, and print quality improvements that this technology will bring to wide format,” suggests Raad.
Richardson says AI is used in wide format for analyzing patterns and trends to optimize printing processes, predict equipment failures before they occur, and ensure optical resource utilization. He also sees AI being used to assist in design and prepress processes, which enables more creative and customized outputs.
Predictive AI provides forecasting for companies. “It can be used in operations and can help improve supply chain management with accurate demand and supply forecasts. Instead of preventative maintenance, predictive maintenance can reduce downtime and increase efficiencies. This is offered in equipment software today,” shares Jodi Sawyer, senior business development manager – retail, Flexcon Company.
Another area in wide format utilizing AI, digital print e-commerce sites. “You will find that they are already using AI in the form of Chatbots/virtual assistants to provide 24/7 customer service support and generate sales leads,” adds Sawyer.
“AI is top of mind for most of the industry and is anticipated to be one of the biggest drivers of change. It is expected to continue to rapidly evolve and change the way we do business. It will also create a lot of opportunities for those businesses willing to embrace it,” suggests Cassandra Yu, market segment development manager, Avery Dennison Graphics Solutions.
AR
Immersive experiences summarize AR and digitally printed output is a fantastic complement.
An example of AR use in wide format is WebAR or web-based augmented reality. “Users access AR experiences directly from their smartphone using their own camera and mobile web browser. If a printed piece can be easily viewed and identified by a mobile device, then it can be made interactive, heightening the user experience and significantly boosting response rates and conversion (i.e. sales),” explains Raad.
According to Raad, a number of signage and large format marketers are enabling traditional outdoor advertising with WebAR content. “This includes interactive wayfinders and banners that allow an audience to engage with brands at events, to real estate professionals creating WebAR-enabled street signage to let passers-by view interactive video or three-dimensional floor plans of homes. Even graffiti can be WebAR-enabled.”
“Consumers are increasingly engaged with AR tools with brands and retailers offering ‘see this product in my space’ tools. In the out-of-home industry where wide format printing commands a strong presence integrated ads that include AR technology along with static printed graphics provide an immersive experience that captivates mobile consumers,” shares Sawyer.
At OAAA’s 2024 OBIE Awards, the top award went to Space Invaders “World Defense” 45th Anniversary Immersive AR ad created by Taito, Google, Unit9, and OUTFRONTX labs. The NY Times All Access Train Takeover was an integrated multi-media transit takeover that featured wide format printed train wraps, station domination graphics, and digital ads that canvased stations in the brand.
AR complements digital print. “It can be used to create interactive and immersive displays, allowing customers to visualize products in real-world environments before they are printed. This technology not only adds value to the printed materials, but also opens new avenues for engaging and innovative marketing strategies,” points out Richardson.
Where Next?
AI and AR are complementary tools for wide format print. “If used effectively, AI and AR can enhance and improve customer experience, increase productivity, and profitability for businesses large and small including the wide format print industry,” concludes Sawyer.
Sep2024, DPS Magazine
