How to keep your print brand human

In a world dominated by automation, AI and e-commerce, maintaining the human touch can set your print business apart. Here we explore why personal connection still matters, and how to strike the right balance between efficiency and empathy.

Fill your basket or trolley at any supermarket these days and you’re likely to be directed to a self-service checkout. For some, it’s a time-saving convenience. For others, it’s a source of frustration with modern life – faulty scanners, unexpected items in bagging areas and you’re often looking in vain for someone to help when something goes wrong.

There’s even growing evidence that shoplifting has increased as these systems replace staff. In fact, one UK supermarket recently reversed its decision to go fully automated because customers simply weren’t happy.

The point is simple: people still want to buy from people. As much as we benefit from digital tools, human relationships are what ultimately sell things. Whether it’s trust, familiarity or rapport – people buy from businesses they like. And that’s especially true in the print industry, where small and medium-sized enterprises often rely on loyalty, word-of-mouth and repeat business from customers who value the personal touch.
In an era where automation, AI and e-commerce platforms are reshaping how we work, are we at risk of losing what makes us, and our businesses, human?

It’s not just about annoying checkouts. As the world becomes more digitally dependent, cracks are starting to show. Cyber attacks on European infrastructure are increasing. Customer service desks are being replaced by chatbots. Entire websites can go offline due to one server hiccup on the other side of the world. In some cases, old-fashioned, analogue systems are proving more resilient and, crucially, more human.

At the same time, automation and AI have brought undeniable benefits to printers. From streamlining workflow and automating order intake to providing customers with instant quotes and proof approvals, these tools have helped small print businesses compete with the big players. But has it gone too far?

This isn’t about advocating for a return to pen and paper or scrapping your web-to-print system. Automation and AI are brilliant at handling repetitive tasks such as scheduling, batching jobs and file pre-flighting. They can help with speed and consistency, especially in large-volume jobs.

They also play a role in areas of customer self-services, such as…