The professional printing business in Spain demonstrates that the industry is still alive and growing, despite the generalized perception that it is a sector in decline. According to data shared by Pedro Brito, general director of printing of HP Iberia, the market has grown 5% in the first half of the year, with an outstanding impulse in office solutions, which increased by 7%.
“It is being a great year for printing in Spain. The market is receiving very well everything we are introducing and that shows that innovation remains the engine of this industry,” Brito said in a meeting with media in Madrid.
Professional impression: personalized and adaptable
Brito highlighted the relevance of the role in a digitalized world and how the impression has become a personalized tool for each user and each company. “We want the printer to be a personalized solution. For one it can mean printing all slides, for another only one two -page summary. Artificial intelligence will allow us to deliver a unique experience to each user,” he explained.
The manager also mentioned the use of printing as an innovation engine in brands such as Coca-Cola, which customizes bottles with specific names or messages using HP technology. “Personalization generates emotion and that translates into sales,” he said.
The professional printing business in Spain shows that the industry is still alive and growing, despite the generalized perception that it is a sector in decline
Innovation and practical cases with AI
Henar Bonet, Category Manager of HP Spain printing equipment, detailed the three pillars that guide the company’s strategy:innovation, security and Professional printing as a comprehensive solution. He highlighted the relevance of artificial intelligence to improve productivity: “75% of our clients expect AI to help them improve productivity, 66% trust that optimizing scanning and printing tasks and 70% would be willing to pay more for these solutions”.
The AI applied to printing has tangible examples on a day -to -day basis: in medical environments, it allows to digitize history of patients so that they are fully sought and editable; In the management of invoices and albaranes, automates the extraction of information and their integration into management systems; And in technical services, SDS technology monitors equipment and performs preventive diagnoses, reducing visits and costs. “63% of our partners consider this functionality a differential factor”Bonet added.
In addition, printers allow efficiently to manage sensitive documentation in lawyer, notaries or medical consultation offices thanks to the functionality of Guided writingthat automatically hides private data in digitized documents. IA also facilitates the automation of print configurations, avoiding unnecessary reprints and optimizing time and resources.
Post-quantic security
Another of HP’s strategic axes is advanced security. The company launched the first printers with Post-quantic cryptographyanticipating the challenges posed by quantum computing. Bonet explained that this technology will protect equipment from possible attacks that could violate traditional encryptions.
“Governments are already taking steps in this direction. The United States will require post-quantic cryptography in their security services from 2027, and in Europe it is also being discussed. We want all our porpholio to be prepared for that future,” he said.
The era of intelligence and productivity
Both Brito and Bonet agreed that artificial intelligence will be a transformative engine, comparable to the impact that Internet had. “Artificial intelligence is a boom comparable to that of the Internet. It will revolutionize our lives, not only in impression, but in everything we do”Brito said.
The AI, according to both, does not seek to replace the user, but to free it from repetitive tasks and improve efficiency. From the personalization of documents to the automation of workflows, technology saves time, reducing errors and optimizing critical processes in corporate environments.
A future focused on solutions
HP has redefined professional impression as a comprehensive service, where hardware is combined with smart software to offer complete solutions. The combination of AI, personalization and post-quantic safety reflects the company’s strategy to anticipate the challenges of the future, from the management of print fleets to the protection of sensitive data in critical environments.
