THE U.S. PRINT MARKET IS TURNING UNCERTAINTY INTO OPPORTUNITY

Looking back, Ford Bowers is reminded of the fact that 2026 marks ten years since he took up the position of CEO at PRINTING United Alliance (then SGIA). Those with similar tenures and beyond may resonate with Bowers’ disbelief that the time has passed so quickly. However, on reflection, he realises that there has been so much achieved, so much to overcome and so much change to adapt to during that time. 

Narrowing that window down to even the last five years, there have been times when disruption has felt like the status quo. The printing sector has navigated pandemic shutdowns, historic inflation, supply chain instability, labour shortages and now, renewed tariff uncertainty. Still, US printers remain not only resilient, but ready to meet these challenges head on. 

“The Alliance recently introduced an AI Readiness Benchmark”

The title of the 2025 State of the Industry (SOI) Report from the Alliance – Turning Uncertainty into Opportunity – is a great encapsulation of US printers’ approach to volatile market forces, as they navigate unpredictability with cautious optimism. The report reflects input from close to 200 printing companies across commercial, wide-format, apparel and packaging segments. The SOI data presents a clear-eyed view of current pressures and the ways in which print businesses are managing the impact. 

The updated report – inclusive of Q3 data – finds that during the first three quarters of 2025, sales increased just 0.2% on average, growing for 35.3% but flat or declining for 64.7%. The figures confirm that growth remains uneven and caution continues to shape capital investment decisions.

Yet the report does not end there. Beneath the softness in top-line growth, productivity trends are beginning to shift. 
A renewed cycle, powered by operational optimisation, automation and artificial intelligence (AI), is taking shape. The companies preparing now, investing in systems, skills and smarter workflows, are positioning themselves to benefit from that next productivity wave. Those that wait for perfect clarity risk missing the boat.

AI continues to dominate headlines, fluctuating between warnings of existential threat and promises of technological renaissance. The reality will likely be somewhere in between. As far as the US printing sector goes, the conversation is active but measured at this stage. 

Adoption is certainly accelerating, yet most companies remain early in their journey. The lesson from the Alliance’s research is that it is not a revolution that can be ignored and must be prepared for systematically. The 2025 report identifies the formation of a ‘virtuous cycle’ driven by productivity gains. AI and smart robotics are expected to power this cycle during the second half of the decade. Prepared companies will be rewarded and, potentially, leave unprepared businesses behind. 

To support this transition from curiosity to execution, the Alliance recently introduced an online AI Readiness Benchmark. This is a practical assessment tool designed to help companies evaluate where they stand, identify gaps and build an implementation road map. The goal is to create a disciplined framework for decision making and to shift the conversation from “What can AI do?” to “What should AI do?” Here, in this business, under these constraints. The industry is moving from possibility, hopefully, to profitability. 

“Productivity trends are beginning to shift”

The AI hype may paint a picture of a world in which skilled workers are becoming obsolete. Fortunately, that is far from true. People are integral to driving the transformation of the print industry. In addition, print businesses will find competitive advantage through a combination of human creativity and automation. The SOI data illustrates the workforce challenges that are in effect, with half of respondents citing rising labour costs as one of their biggest concerns going into 2026, while 36% cited labour shortages. 

As labour shortages and costs continue to sting, robotics and AI continue to advance. Therefore, the demand for technical fluency, process management and systems integration increases. Up-skilling is no longer optional. Companies that treat workforce development as a strategic priority – such as those investing deliberately in training that aligns with evolving operational needs – are building durable competitive advantage. Through programmes such as the Alliance’s powerful iLEARNING+ online learning platform, the organisation is focused on equipping companies to build productive, adaptable teams capable of matching new technologies with real-world execution. 

The Alliance released its first study on convergence seven years ago in 2019. Again, there is the feeling of time going by in the blink of an eye. The Alliance is seeing that – despite the challenges of the last few years – the data has consistently reinforced the trajectory laid out in that initial report. The traditional boundaries between commercial, packaging, wide-format, apparel and industrial print continue to blur. Applications overlap, while technologies cross segments. Customer expectations centre on integrated solutions over isolated products.

The companies gaining traction are those capable of delivering higher complexity and higher value per job, supported by automation, data integration and consultative engagement. The Alliance’s research panel captures this mindset clearly. Many participants emphasise continuing to invest even amid uncertainty. They are focusing on efficiency improvements and expanded services, as well as identifying opportunities to deepen client relationships.

“The SOI data shows that many are postponing capital investment”

Periods of uncertainty, understandably, prompt companies to delay decisions. The SOI data shows that many are postponing capital investment, with 61.8% of participants planning to make a capital investment over the next 12 months, down from 68.0% at the start of 2025. Yet the Alliance’s research also underscores a critical point – inaction carries its own risks. As well as assessing the cost of investing, businesses should also assess the risk of not investing. 

For those watching the US market, the story concerns less short-term volatility and more how companies are responding to it. The most successful operators are not waiting for certainty before acting. They are gathering information, testing ideas and making measured moves that strengthen their position over time. If there is one constant in the US print industry, it is willingness to adapt, learn and keep moving forward – even when the path ahead is still taking shape.

PRINTING United Expo takes place from 23–25 September 2026, in Las Vegas, USA. The event offers a practical setting to evaluate emerging technologies, assess automation and AI in real-world workflows, as well as compare solutions side by side. It provides an opportunity to ask hard questions about integration, ROI, workforce impact and scalability. Additionally, it will benchmark strategy against peers facing similar pressures. 

The Alliance’s State of the Industry Report is free to members of PRINTING United Alliance and $499.00 for non-members.