From Legacy to Leverage: How Printers Are Using AI to Free Up Their Teams

In this episode of Commit to Print, powered by Graphco, we sit down with Alex Fechner, fourth-generation owner of Advertisers Printing, to explore how a legacy print business is approaching AI, not as hype, but as a practical operational tool.

With deep roots in commercial print and a clear commitment to the craft, Alex brings a grounded perspective to one of the industry’s most talked-about topics.

Learning First, Deploying with Purpose

Rather than rushing AI tools directly onto the production floor, Advertisers Printing started with leadership.

Alex explains that the company’s leadership team immersed itself in platforms like ChatGPT, Perplexity, and other emerging tools first by learning how they work, where they create value, and where they don’t. Only after building internal understanding did they begin rolling AI into sales, project management, and customer-facing roles.

Their goal wasn’t about chasing trends, they wanted to use AI to solve real workflow problems..

AI is being used to eliminate repetitive, mundane tasks to free up employees to spend more time serving customers, solving problems, and adding value where human judgment matters most.

AI on the Show Floor: From Equipment to Workflow Efficiency

At PRINTING United, Alex’s experience reflected a broader shift in the industry. Instead of spending his time focused on presses and finishing equipment, most sessions centered on AI. It was a lot to take in, but full of opportunity.

Across those sessions, Alex encountered tools designed to improve speed, accuracy, and efficiency. One example stood out: software that automatically adds bleed to incoming files.

Customers upload artwork, the system detects missing bleed, corrects the file, and routes it forward without manual prepress intervention or back-and-forth communication. As a result, prepress teams can focus on more complex work rather than routine fixes. It is not about replacing people. It is about using expertise where it matters most.

Building AI Stacks, Not Silver Bullets

One of Alex’s most practical insights was the idea of AI stacks: combining multiple tools into a single workflow that checks files, makes corrections, and prepares jobs automatically before they ever reach production.

Used thoughtfully, these systems reduce overtime pressure, eliminate avoidable delays, and create more predictable throughput, all without sacrificing quality.

A Clear Theme: AI as an Operational Advantage

Alex’s perspective reinforces a growing truth in the industry: AI delivers the most value when it’s applied intentionally to real operational pain points.

For printers committed to the future, the opportunity isn’t chasing every new tool, it’s using AI to remove friction, empower teams, and keep print businesses moving faster and smarter.