AI in Print: From Buzz to Practical Application

In this episode of Commit to Print, Graphco welcomes back Denise Gustavson, Editorial Director of Media Brands for Printing United Alliance, for a candid conversation about the real state of AI adoption inside today’s print shops.

AI is one of the most talked-about topics across the industry right now but according to Denise, much of that conversation is still happening at the surface level.

A Lot of Talk, Not a Lot of Real Use Yet

Denise explains that while many products now highlight AI features, most commercial printers are still unsure how to use it day-to-day inside their operations. She compares the current moment to “standing on the edge of the dance floor”—lots of curiosity, but hesitation to step fully into real-world implementation.

Some printers are protecting their competitive “secret sauce.” Others simply aren’t sure where to begin.

A Real-World AI Use Case That Worked

One standout example Denise shares comes from a wide-format sign shop buried under estimating requests. When a major RFP with a tight two-day deadline came in for a $250,000 project, the estimator used AI to analyze the specs and generate multiple quote options.

The result?

Three pricing scenarios came back within $30,000 of the estimator’s original expectations, helping him turn around a high-value proposal in a fraction of the normal time.

Where AI Still Needs to Prove Itself

Despite promising examples, Denise emphasizes that trial and error is still the norm. Printers want to understand:

  • What AI does well

  • What it gets wrong

  • How to trust outputs before business decisions are made

Right now, it’s a mix of experimentation and observation but adoption is coming.

Watching the Next Phase of AI in Print

Denise and the Printing United Alliance media brands will continue tracking how AI moves from conversation to concrete production value. For now, the industry is in its learning phase but momentum is building.

Leave a Comment