In an industry often regarded by others as traditional, Amir Raziel, Director of Strategy and Sustainability for HP Industrial Print, sees not obsolescence but opportunity. Speaking on the FuturePrint Podcast, Raziel outlined five major transitions reshaping the landscape of printing. These shifts, according to Raziel, are redefining the industry’s role in the new global economy.

After nearly two decades with HP, Raziel brings a blend of market expertise, customer facing experience and strategic vision. With a career that began serendipitously in HP’s Indigo division, his passion for innovation is palpable. “Print is both an art form and incredible technology,” he said, recounting his journey to becoming a leader in industrial print strategy. “When I joined HP 19 years ago, I never imagined staying in the same industry for this long, let alone the same business”!

The dynamic culture of HP, its commitment to innovation and the diversity and relatability of print has certainly provided enough scope for growth and learning. 

Today, his focus lies in vision and strategy, bridging technology and sustainability to ensure the future viability of an industry in flux. As a result, Raziel has become a key part of the team that leads HP’s Industrial Print Strategy and as he explains in the podcast interview here – understanding the transitions is essential on a strategic level in order to innovate products that stay relevant and continue to deliver value for customers over a long period of time. He is clear to explain that transitions are not short-term trends – butlong term changes that may at times seem slow to move, yet their impact is wholesale.

The Five Transitions

HP has identified five transformative trends in the print sector: from manual labour to AI-driven automation, from low-cost to low-risk supply chains, from exploitative to sustainable production, from information to experience, and from product to service. Together, these transitions provide a roadmap for businesses navigating a rapidly changing environment.

1. Manual Labour to AI-Driven Automation

The transition from manual labour to automation is perhaps the most immediate and impactful. With a global labour shortage and increasing demand for shorter print runs, automation powered by artificial intelligence has become a necessity rather than merely a clever luxury. Raziel highlighted a telling statistic: in the last decade, commercial print businesses have reduced labour by 24% while increasing capital investment per employee by 29% suggesting that technology is key for adding productivity and performance according to research conducted by NAPCO.

“Automation isn’t just about cost savings,” Raziel noted. “It’s about efficiency, consistency, and the ability to handle more complex jobs with fewer resources.” HP’s Intelligent Automation Platform exemplifies this shift, integrating AI to streamline workflows and reducing the need for human intervention.

2. Low-Cost to Low-Risk Supply Chains

The fragility of global supply chains has been a recurring theme since the COVID-19 pandemic exposed their vulnerabilities. Raziel emphasised the importance of de-risking supply chains, especially in packaging, where reliability is critical for major brands like Procter & Gamble, Unilever and Nestlé.

“Supply chains are no longer just about controlling cost,” he explained. “Companies are prioritising resilience, with many opting for localised production to mitigate risks. The stress on supply chains has reached a crisis point” For print providers, this means investing in technology and capabilities that align with these evolving priorities.

3. Exploitative to Sustainable Production

Sustainability is no longer optional. While most people would agree with this, words are often easier than actions. However, Raziel cited data showing that in a recent research project conducted by NAPCO, 80% of decision-makers consider sustainability a key factor in print-buying decisions. From European regulations to consumer demand for eco-friendly solutions, the pressure to become sustainable with the evidence is mounting.

“We believe that in a few years, companies will be required to include carbon footprint data with every invoice,” Raziel predicted. HP is already preparing for this shift, urging print service providers (PSPs) to adopt sustainable practices to stay competitive.

Yet, challenges remain. “While consumers clearly value sustainability, they’re often unwilling to pay a premium for sustainably produced goods,” he admitted. This creates a delicate balance between meeting regulatory requirements and maintaining profitability.

“That said, given a choice at the same price, sustainable products will nearly always win.” Raziel pointed out.

4. Information AND Experience

The role of print is evolving beyond a medium for information, elevating print onto a fourth dimension. By combining the tactile, physical nature of printed materials with smart digital technology, brands and retailers can connect with consumers on a deeper, more sophisticated level—adding impact and creating opportunities to truly inspire and influence.

According to Raziel, print will always stand out because it is physical and enduring, but when integrated with technology that can actively engage the consumer—whether through personalised product information, targeted messaging, or immersive brand experiences—it significantly enhances the value of print and packaging.

“This fusion transforms print from a static medium into an interactive platform, enriching the customer experience with dynamic content, real-time updates, and even sustainability tracking. In this fourth dimension, print doesn’t just communicate—it connects, engages, and truly speaks to the consumer.” Raziel explains.

5. Product to Service

Finally, the industry is moving from selling products to offering services. Raziel likened this shift to the difference between buying cake ingredients and purchasing a custom-made cake from a bakery. “If you’re a PSP, you need to become a marketing service provider, there is significant value when you go beyond a simple transaction and become a strategic marketing partner,” he explained.

This model, integral to HP’s business strategy for many years now, emphasises long- term customer relationships over transactional sales. Raziel pointed to data from the US conducted by PIA, showing that commercial printers offering non-print services report 45% higher pre-tax income compared to those that do not.

A Vision for the Future

Looking ahead, Raziel envisions a printing industry that is automated, sustainable, and deeply integrated with digital technologies. By the 2030s, he predicts, print production will be more connected than ever, blending physical and digital elements to deliver seamless experiences.

“Print is not dead,” he declared. “It’s evolving.” While overall print volumes may decline, the value of what is printed—thanks to personalisation, sustainability, and integration—will remain robust, in fact, the profit potential is far greater than ever before.

Yet, this future is not guaranteed. Raziel emphasised the importance of adaptation. “The choice is clear: embrace change or have it thrust upon you.” For businesses willing to innovate, the opportunities are immense.

Closing Thoughts

The five transitions Raziel outlined are not just trends; they are imperatives for survival and growth. From adopting AI and automation to prioritising sustainability and reimagining business models, the printing industry stands at a crossroads. For leaders willing to embrace these changes, the rewards are clear: increased efficiency, stronger customer relationships, and a secure place in the economy of the future.

As Raziel put it, “Our responsibility as an industry is to prepare for what’s coming. The future of print is bright—but we must be willing to adapt.”