AI Automation Is Changing B2B Print Workflows

As print providers modernize their operations, the integration of digital ordering systems with real-world production workflows has become critical for scaling e-commerce within the industry. The success of e-commerce in the print sector now relies heavily on connecting automated digital workflows with the traditionally slower production processes.

The Rise of Digital Ordering and Automation

According to Infigo, a web-to-print software provider, the demand for digital ordering, personalization, and automation in the print industry surged by 18.2% last year. This growth is indicative of a broader trend where print providers are moving away from fragmented, manual workflows towards more cohesive digital platforms that facilitate personalized campaigns, localized marketing, and on-demand production.

Douglas Gibson, CEO of Infigo, noted that nearly 60% of the company’s new clients are located in North America, highlighting a growing demand among U.S. and Canadian print providers for platforms that enhance scalability, integration, and operational efficiency. Although the U.S. commercial print market is expanding, many providers still depend on manual processes that fail to scale effectively. Gibson emphasized that as print volumes increase and turnaround times decrease, automation becomes essential to minimize errors and support growth without necessitating additional staff.

Challenges in B2B Print Solutions

While general commercial printing remains the fastest-growing segment for Infigo, with 70% of its customers operating in B2B environments, the demand for heavily customized B2B solutions can create significant bottlenecks for both providers and software vendors. Gibson explained that enterprise clients with complex, customized workflows often require extensive professional services, project management, and custom development. However, most B2B solutions can typically be managed with out-of-the-box functionalities, which can be personalized through configuration options or minor customizations.

Automation Pressures in the Print Industry

The growth experienced by Infigo underscores several pressure points influencing B2B e-commerce, including the need for automation, the displacement of legacy systems, and the increasing role of AI in operational workflows. Gibson warned that printing companies that do not adopt modern software platforms risk falling behind or exiting the market within the next five to ten years, as digital capabilities become increasingly vital to maintaining competitiveness.

How Print Providers Are Automating Workflows

Infigo’s system is exemplified by Liturgical Publications (LPi), which manages weekly church bulletins for over 4,000 churches. By replacing outdated processes with a more automated approach, LPi has significantly improved its operational efficiency. Similarly, Superior Packaging and Finishing, a U.S.-based provider serving regulated industries such as pharmaceuticals and finance, expanded its use of the Infigo platform last year, integrating it with HP Site Flow to support 51 B2B storefronts across its customer base.

Infigo releases software updates every two weeks, a frequency that Gibson describes as uncommon in the industry, aimed at delivering ongoing functionality and process improvements. The platform supports both B2B and B2C storefronts, providing tools for personalization, workflow automation, and system integration. Additional capabilities include on-demand ordering, real-time pricing, and production integration, all designed to reduce manual work and enhance operational efficiency.

Replacing Legacy Systems at Scale

Think Patented, an Ohio-based print and marketing provider, nearly doubled its B2B storefronts after consolidating five legacy systems onto Infigo’s platform. The company expanded from approximately 30 to nearly 60 storefronts, with more portals in development. This centralized platform allows distributed teams across sectors such as healthcare, finance, manufacturing, and education to order branded materials through a single e-commerce environment while automating production and fulfillment workflows.

Sean Ferguson, director of technology at Think Patented, stated, “Before Infigo, we were managing multiple disconnected systems that created inefficiencies across our workflow.” He added that the platform provides a unified system that simplifies operations and supports growth. “We’ve doubled our storefront count, improved backend efficiency, and transitioned from a restrictive offering to a modern e-commerce platform that supports both B2B and B2C transactions,” Ferguson noted.

Balancing Automation With Flexibility

B2B buyers increasingly expect the ease of B2C experiences but still encounter complexities such as negotiated pricing and approval workflows. Gibson pointed out that fully automated workflows can sometimes restrict the ability to manage exceptions that are often crucial to long-term B2B relationships. “This comes down to business requirements. If total automation is the business model, then yes, that could affect those relationships. However, it remains a choice for the business owner,” he explained.

Infigo offers a flexible storefront setup that accommodates both fully automated workflows and job intake processes, allowing businesses to tailor their approach based on their specific needs.

Frequently Asked Questions

Note: The shift towards AI automation in B2B print workflows is essential for maintaining competitiveness and operational efficiency in a rapidly evolving market.