Exploring the future of AI in printing: innovation and opportunities
In a dynamic panel discussion hosted by Milap Shah, founder and chief product officer at PrintStop, industry leaders Shiva Viswanathan, co-founder and CMO at Catenate, and Manu Choudhury, director at CDC Printers, explored how Artificial Intelligence (AI) is reshaping the printing and design landscape. The session offered actionable insights into AI-driven solutions, strategies for adoption, and the potential challenges ahead.
16 Jan 2025 | By Noel D'Cunha
(l—r): Milap Shah, Manu Choudhury and Shiva Viswanathan
The panel discussion session began with Vishwanathan and Choudury driving, revealing how the two use AI in their work environments (see boxes below).
Shah opened the discussion by acknowledging the rapid pace of AI evolution and its inevitable impact on every industry. “AI is not here to replace us but to enhance how we work,” Shah noted, setting the stage for a conversation that balanced optimism with practical advice.
Manu Choudhury of CDC Printers provided compelling examples of how AI can streamline operations. “Imagine receiving a purchase order from a customer and having an AI system process it—checking stock, creating a job card, scheduling machine time, and sending a delivery commitment—all within seconds,” Choudhury said. He emphasised that these are not futuristic dreams but achievable goals. “With tools like generative AI and a focused approach, we’ve implemented systems that drastically reduce manual effort and improve accuracy.”
Choudhury also highlighted the transformative power of AI in estimation and client engagement. He shared how his AI-powered estimation engine enables customers to experiment with real-time variables like paper quality, coating, and lamination, simplifying decision-making. “This isn’t just a tool; it’s a marketing asset. It positions us as a technology partner, not just a vendor,” he added.
Shiva Vishwanathan underscored AI’s potential in the creative process, particularly in design and prototyping. “AI won’t replace creativity; it will enhance it,” he stated. “By offering rapid iterations and visual prototypes, tools like ChatGPT and Adobe Firefly allow designers to explore a broader spectrum of ideas.” Vishwanathan likened AI to a “bouncing board,” helping individuals and teams refine their concepts more efficiently.
Vishwanathan offered reassurance when addressing the common fear of job displacement due to AI. “AI is like any other tool—it creates new opportunities while changing the nature of existing roles,” he said. Citing historical examples of how print was nearing its end, he added, “We’ve seen similar fears with the advent of Photoshop or satellite TV, yet industries adapted and thrived. The same will happen here.”
Shah steered the conversation toward practical advice for smaller companies that may lack the resources of larger enterprises. Both panellists agreed that AI acts as a leveller. “Generative AI is like pickleball—it’s a great equaliser,” Choudhury quipped. “With minimal resources and no advanced technical background, smaller firms can achieve what larger ones do, sometimes even faster.”
The discussion concluded with a focus on embracing AI without fear. “Failing faster means moving further,” Vishwanathan remarked. Choudhury added, “The future is about integrating AI into workflows to make them more intuitive and less reliant on complex training. Start now, even if it’s just with small experiments.”
This panel served as a clarion call for the printing industry to adopt AI to stay competitive and redefine its role in a rapidly evolving technological landscape.
Shiva Viswanathan of Catenate
Shiva Vishwanathan shows how AI-driven creativity is redefining design and print workflows in the brand universe
Artificial Intelligence (AI) is redefining the design and print industry, seamlessly integrating creative workflows into the broader brand universe. Speaking at a recent panel discussion, Shiva Viswanathan, co-founder and CMO at Catenate, highlighted how AI tools are revolutionising the design process, making it faster, more efficient, and more aligned with consumer and business needs.
Vishwanathan opened by challenging traditional perceptions in the industry. “Printers often see themselves as service providers sitting in a corner of the brand universe,” he remarked. “In reality, advertising, design, and print are deeply interconnected, and we need to embrace our role in shaping the brand’s identity.” This perspective sets the stage for how AI can elevate the industry by bridging creative silos and integrating them into cohesive strategies.
Describing the transformation AI has brought to design workflows, Vishwanathan shared a compelling example of designing packaging for a fictitious coffee brand in just a day. “I started with ChatGPT, which helped refine the brand brief by asking pointed questions about the product’s flavour profile and target audience,” he explained. The concepts were developed into visual prototypes using Adobe Firefly and other AI-powered tools. “Within hours, I could create three distinct packaging designs that captured the essence of authenticity, tradition, and organic appeal,” he added.
These tools also allow for detailed market and consumer research, critical for effective design. “Perplexity and Quilt are fantastic for gathering insights,” Vishwanathan noted. “You can quickly understand market trends, consumer preferences, and the context for your design. This foundation is invaluable for creating relevant and impactful concepts.”
One of the key themes Vishwanathan explored was the importance of collaboration among business, creative, and technology teams. “To leverage AI effectively, everyone needs to get on the same page,” he stated. AI-driven prototyping provides a shared vision that ensures alignment across teams. “The best way to bring everyone together is by quickly creating prototypes that showcase what’s possible. With AI, this is easier and faster than ever before.”
Testing designs have also become more precise, thanks to advancements in visual attention software. “These tools can predict where a consumer’s focus will land on a package,” Vishwanathan explained. “They show the hierarchy of attention—what catches the eye first and what might need improvement. It’s a game-changer for ensuring your design communicates effectively.”
Vishwanathan emphasised how AI is expanding creative possibilities while shortening timelines. “The tools we use today, like Adobe Firefly and mid-fidelity design processes, allow us to explore ideas that were previously out of reach,” he said. “It’s not just about creating designs faster; it’s about broadening how we think and present our ideas.”
He concluded with a call to action for the industry to embrace AI as a transformative force. “We’re smart enough to invent AI, but sometimes too hesitant to trust it,” he quipped. “These tools are here to enhance creativity, not replace it. By integrating them into our workflows, we can push boundaries and stay ahead in an ever-evolving market.”
Manu Choudhury of CDC Printers
Manu Choudhury unveils game-changing generative AI transformation
Manu Choudhury of CDC Printers ldemonstrated a series of AI-driven tools developed in-house, highlighting their potential to transform the sector.
“We’re probably the only print company in the world to have implemented generative AI in such a practical and impactful way,” said Choudhury. “It’s not rocket science—it’s about applying technology to solve real-world problems effectively.”
Choudhury demonstrated how their AI-powered WhatsApp bot simplifies customer order tracking and estimation. A client can send a casual text or voice note requesting the status of a job, such as a packaging box order, without needing to specify details like job numbers. The AI system processes the request, connects to the ERP system, and provides all relevant updates. “It’s entirely seamless—there’s no human interface, yet the response is accurate and timely,” he explained.
The bot goes beyond basic queries. In one demonstration, it processed a detailed voice note describing a customised packaging order, identified missing parameters, and prompted the user for clarification. Once all details were confirmed, the system generated an accurate cost estimate by interfacing with the company’s ERP. “The real strength of generative AI is its ability to understand natural language and bridge the gap between customers and our internal systems,” Choudhury added.
One of the most compelling demonstrations was the use of AI in quality control. Choudhury outlined how his team developed an affordable AI-powered camera system for their binding machines. “Traditional systems cost upwards of ₹1 crore and often result in false positives, causing unnecessary stoppages,” he said. In contrast, their solution uses generative AI to scan and read signatures contextually, significantly reducing errors and costs. “We built this tool for just ₹15,000, and it can be retrofitted to any machine,” he noted, underscoring its cost-effectiveness and versatility.
Choudhury also highlighted the potential of AI to enhance global communication. The system he showcased can process customer queries in regional languages like Marathi and Bengali or even in French or Spanish for international clients. “Generative AI has made it possible to communicate with systems in any language, breaking down barriers and making operations more intuitive,” he said.
Concluding his presentation, Choudhury encouraged the audience to embrace AI’s transformative capabilities. “These tools are not just about automation; they’re about reimagining how we engage with technology and deliver value to our customers. The possibilities are endless.”
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