What do you feel were the main trends and key industry developments in 2024?
2024 marked a pivotal year for the printing industry driven by transformative trends and digital innovations. The demand for digital print was accelerated, driven by shorter runs and faster turnaround. High-value commercial applications, photo merchandise, on-demand and short-run production, as well as customised direct mail and packaging experienced remarkable growth. The rise of e-commerce and AI-driven design-to-print tools has revolutionised content creation, making it accessible to everyone. Coupled with ongoing labour challenges, these trends created a pivotal moment for the industry, driving significant investments in automation and digital printing equipment.

Investments in intelligent automation accelerated, with over 80% of print businesses worldwide automating their production processes in order to enhance efficiencies and keep the pace of a rapidly evolving market. But automation isn’t a quick fix. It’s a journey, and every business is at a different stage of that journey.

Over the last 12 months, artificial intelligence, digitisation and automation have been critical enablers of new technologies, powering quality control, predictive workflow maintenance, and fully automated workflows. These technologies have accelerated the development of new industry standards within productivity, unparallelled versatility in B2 digital printing and expanded print operating software systems.

Artificial intelligence is about improving production efficiency, which is why HP introduced new digital print innovations including the HP Indigo 120K and HP Indigo 18K showcasing its advancements in automated production floors. AI reduces human touchpoints, improves operational efficiency and will continue to be a game changer for print operations.

This year, digital technology paved the way for reductions in environmental impact, printing only what is needed, reducing energy consumption and printing on environmentally conscious materials. However, sustainability is no longer just a trend; it’s a core requirement for the print industry. In fact, 64% of consumers believe they can positively impact the environment with their purchases and brands are responding to this demand. Approximately, 80% of decision-makers now prioritise sustainability when choosing print providers and that’s why nearly 70% of commercial printers are actively working to improve their environmental footprint.

What do you expect to be the main trends, key industry developments, and biggest opportunities for printers in 2025?
We expect to see the following trends come to life within the next ten years, with initial developments taking place during 2025:

• From manual labour to AI-driven automation: the print industry is transitioning to automation, driven by labour shortages and the need for efficiency. The HP Indigo digital press portfolio encompasses this shift with AI-enhanced operations that streamline production processes and improve print quality. For example, the HP PageWide A2200 series offers flexibility for business [and is] designed for large scale printing, whilst offering fast throughput without compromising quality.
• Elsewhere, technologies that support automated workflows will continue to reduce reliance on manual labour while boosting productivity. Looking ahead, HP is preparing for production environments for a future of 24/7 automated operations with advanced robotics, like MoviGo Robitics, which carries paper into the feeder on the HP Indigo 120K. It’s a glimpse into the future of fully automated print production. 
• From low-cost to low-risk supply chains: businesses will shift supply chain strategies from cost efficiency to risk management and resilience. Businesses will prioritise robustness and security in their supply chains, together with an agility to adapt to changing geopolitical circumstances. In response to this, PSPs, converters and brands will continue to localise production and on-demand manufacturing, reducing their dependency on global supply chains.
• From exploitative to sustainable production: sustainability continues to be a cornerstone of the print industry, with companies prioritising environmentally friendly practices and technologies.
• From information to experience: print is transitioning from a highly manual industry sensitive to labour costs to one that is fully automated from factory floor to customer door. Commercial printers will become more focused on communicating values, memories, experiences and brand values. Similarly, packaging converters will increasingly offer a range of premium options, including high quality printing, online engagement and track and trace capabilities that drive repeat purchases. For the packaging sector – in particular flexible packaging – the industry will continue to see growth driven by the demands of e-commerce, reflecting customer demand for shorter turnaround times and non-minimum order quantities. With 66% of commercial printers offering personalised print applications, solutions such as the 200K and AI-driven content creation platforms (i.e HP’s digital pouch factory) will enable printers to meet the growing demand for customised, short-run print jobs.
• From product to service: the industry is evolving from a product-focused model to one that delivers integrated services and solutions. For example, HP PrintOS spotlights this transformation by connecting printers to client workflows and providing data-driven insights. By offering services like inventory management, workflow optimisation, and enhanced customer experiences, HP helps printers build long-term partnerships, moving beyond transactional relationships to deliver comprehensive business value. Today HP xRServices, the industry’s first mixed reality application, offers instant remote diagnostics and resolution to deliver on the reality of the intelligent factory floor, offering greater productivity and cost efficiency, while saving up to 800kg of CO2 from flying a field support engineer.

What are HP’s own hopes and aims for 2025? Can you tell us about anything exciting in the pipeline?
HP’s vision for 2025 centres on pioneering new technologies that enhance productivity, sustainability, and profitability for its customers. For example, the new innovative B2 digital presses (HP Indigo 120K and HP Indigo 18K) allow for more versatility, reliability and increased levels of automation. Intelligent production floors with automated technologies will continue to be powered by AI and robotics. Technological innovation combined with HP’s PrintOS platform, will enable seamless workflows from material handling to finishing. Overall, HP is set to expand its press portfolio of HP Indigo and HP PageWide to address growing demands in packaging, labels, and commercial printing, ensuring its leadership in the evolving print landscape​ - more to follow in Spring 2025.

How can suppliers help printers navigate the challenges and seize the opportunities in 2025?
Suppliers play a fundamental role in supporting printers by providing tools and solutions that address industry challenges and expand offerings. HP works with leading software and hardware providers to deliver integrated solutions that embrace automation and productivity across diverse print applications​. It is through workflow standardisation, sustainability, training and upskilling [that] printers will be able to navigate the challenges and embrace opportunities in 2025.

We're committed to unlocking profitable and sustainable growth for our customers. Our LEP, LEPx, and inkjet technologies have improved in terms of quality, versatility, productivity, sustainability, and economics and our commitment and significant investment into continuous innovation has enabled over 8,000 printers and converters to expand their businesses and grow sustainably. HP has been a digital transformation leader for more than 30 years, and our digital printing technology has established the gold standard in commercial print and labels and packaging production.

What did you think of Drupa? Do you plan to attend the show in 2028?
Drupa 2024 showcased the future of print, and after an eight-year hiatus it was fascinating to see new industry standards come to life. Whether it was the showcase and debut of HP’s groundbreaking solutions such as the Indigo 120K, 18K, and 7K Secure Digital Presses or how the industry is working to meet consumer demand, it is clear that automation technologies and the Intelligent Factory are here to stay.

The flagship tradeshow reinforced trends like AI, robotics, and sustainability as the pillars of the print industry’s future, and the feasibility of autonomous, integrated production​ lines. Our participation at Drupa 2024 was one to remember and a reflection of our commitment to innovation and print leadership. As HP continues to shape the digital transformation of printing, future events like Drupa 2028 will offer opportunities to build on these successes and introduce next-generation solutions​.