One of the main topics in many news stories these days is the impact of AI on multiple businesses, including the print industry. There are AI tools available to implement new workflow solutions and update existing work processes. Beyond being able to make real-time decisions that reduce waste and detect issues related to image and print quality, there are also advances in AI for design when it comes to the creation of mailing lists. Both marketers and designers are learning and enjoying new ways to be more efficient with their rudimentary tasks which ultimately leads to more time to formulate and work on their marketing strategy. Let’s examine the intersection of AI and print and how it is leading to better results.
AI and Print – What are the Factors?
The impact of AI on print has some common factors commercial print companies should know moving forward:
- AI for Design
The graphic design process is being disrupted by AI because these tools have the ability to generate unique works of art by simply typing in prompts. The prompts are detailed text descriptions that allow AI generator tools to produce images. - AI mailing list generation
There are now some AI tools that can pull from publicly available data to curate mailing lists for use in direct mail. The creation of the mailing list comes from information gathered from existing clients and then the data is segmented to send personalized emails. - AI and Variable Data
While this has been in use for quite some time, print companies need to be reminded that AI can create designs using variable data along with performing other VDP tasks such as organizing names, addresses, and URLs. - AI and Direct Mail Delivery Optimization
AI also has the ability to adjust a direct mail campaign in real-time in order to optimize the results by improving the effectiveness of the campaign. AI tracks responses to marketing messages and makes the needed adjustments to save money and grow revenue.
AI for Design
The use of AI for design is a classic “good news/bad news” situation:
The good news? More designs can be created at a quicker rate.
The bad news? Less skilled designers have now gained the ability to produce potentially more creative design work.
This could cause a headache for printers if they simply rely on AI to create a design. A commercial printer will still need the “human touch” such as the inspiration that comes when ideas are brainstormed between the client and the designer. AI can make an image but it cannot tell a story based on the human experience and the unique viewpoint of a creative person. Do not underestimate the personalized touch brought only by the human element!
AI for Mailing List Generation
Print companies have been a long-time business partner with companies running direct mail campaigns. The print company pulls a targeted mailing list and segments the list to find the right target audience. AI is then able to analyze the behavior of those who received the direct mail to identify patterns that can be used in the future to customize the message and grow consumer engagement.
AI for Variable Data
At its most basic level, generative AI runs on variability. Variable data gives companies the ability to personalize their message through content that is unique for each recipient. By analyzing the data from a particular audience, AI algorithms can predict segments that are likely to respond to a marketing message so a company can target their audience more effectively.
AI for Direct Mail Delivery Optimization
AI is able to process a lot of data in a quick manner as well as look for optimizations within that data. This allows AI to identify any mistakes in targeting or the timing of the campaign. Changes can also be made in the creative elements of the campaign to better engage the public and increase response rates.
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