Practical AI wins for label and print providers

Artificial Intelligence is the buzz at every industry conference and webinar these days, and for good reason. It impacts many areas of business across all sectors. 

AI adoption is no longer limited to Fortune 500 enterprises with massive IT teams. Medium-sized label and packaging providers can implement AI tools with minimal technical lift. From cloud-based software to embedded AI in pre-press, quoting and customer service platforms, there are affordable, user-friendly technologies that deliver measurable impact quickly. 

Start small 
Everyone can crawl, walk and run, but crawling needs to start now. 

AI tools and platforms automate tasks that are repetitive or require analyzing large amounts of data. On the sales and customer communication front, AI can generate personalized messages, respond to common inquiries and provide real-time job status updates through integrated platforms. 

For sales teams, AI enables better prospecting. Tools can analyze vast amounts of customer data to identify the most promising leads and suggest content or offers tailored to each buyer’s profile. Successful AI use cases in print and label sales include automating email responses, creating draft quotes or proposals, standardizing internal documentation, and providing research and content summaries for follow-up meetings. 

Why AI feels out of reach 
Many small and mid-sized service providers assume AI means big budgets and IT departments. AI is already embedded in tools you’re likely using, or should be using. Reach out to your key vendors and partners and find out how they are embracing AI. 

The hard part is changing the mindset of key managers. Managers and leaders at every level can assess the obstacles in their department and learn how to improve and streamline tasks and functions. By embracing change, managers can learn how to leverage AI in small steps to improve sales, production, billing and customer communications. 

“Success with AI depends on defining a strategy, committing to research and trying new approaches.”

There should be caution with new and rapidly evolving technologies. AI is a significant turning point. Take steps now to embrace tools and find opportunities for improvement. Or you may wake up to find that your services are not competitive and you have new and stronger competitors calling on your customers. 

Practical use cases for AI 
There are a few ways companies of all sizes are using AI in their sales process: 

AI for RFP and proposal automation: I don’t know any salespeople who relish writing RFP responses or preparing proposals. It’s time-consuming and repetitive. It requires attention to detail. And writing is daunting for many people. AI is a great tool for organizing content. Smart B2B service providers have invested in creating a structured database of past sales content to generate accurate, brand-consistent responses to RFPs and proposals. This enables a faster turnaround for better communications to potential customers. One service provider shared their success in reducing RFP responses from two days to 20 minutes with an AI content tool. 

Workflow and production optimization: In many label and print production facilities, there are too many touchpoints, outdated legacy tools and multiple disparate workflows. This negatively impacts production, hiring, training and onboarding new customers. Many industry-leading hardware and software suppliers now provide AI-enhanced tools. AI tools enable automating imposition and scheduling, which improve inventory management, job routing and shop floor data collection. Leveraging AI to re-engineer workflows eliminates manual touchpoints. Production teams can spend less time figuring out what is going to be completed during their shift, and more time on higher-value tasks. The result is increased efficiency and reduced labor, leading to higher profits. 

AI governance and strategy matter 
Success with AI depends on defining a strategy, committing to research, and trying new approaches. Leaders need to communicate their vision for why and how AI will be used. There are many considerations for data security, privacy and compliance. Defining and communicating what data will and will not be uploaded into AI tools and platforms is a critical step. 

Success starts with defining a core team to document, communicate and research tools and use cases. Sharing knowledge with a wider team will foster learning and reduce fear. I advise clients to protect their IP and customer value by defining AI guardrails for customer data, brand and IP content while adhering to compliance procedures. 

Strategic planning and operational reviews must now include goals and strategies for AI. It is no longer optional. The winners will not be the largest providers in each sector. 

They will be the smartest companies with leaders that embrace change and create a vision for their teams. Empowered teams will determine how to leverage AI to remain relevant and competitive.

Lois Ritarossi is a certified management consultant and president of High Rock Strategies, an independent management consulting firm focused on sales and marketing strategies and business growth for firms in the print, mail, communications and B2B sectors. You can read more about sales strategies at www.highrockstrategies.com. Email Lois at Lritarossi@highrockstrategies.com