Beyond the Buzz: The Trends That Defined PRINTING United Expo 2026

Now that we have all finished singing “Leaving Las Vegas” and are settling back into post-show routines, it’s a good time to reflect back on everything PRINTING United Expo 2026 had to offer. It was another strong year, breaking records for the Las Vegas event, and garnering positive feedback across the board.

“The energy throughout PRINTING United Expo 2026 was extraordinary,” Ford Bowers, president and CEO, PRINTING United Alliance, said. “What we saw in Las Vegas was an industry moving forward with confidence, investing in new technology, entering new markets, building stronger businesses, and finding new ways to grow. The size and scope of this event are impressive, but its true impact comes from bringing the entire printing community together to exchange ideas, create opportunities, and shape what comes next.”

One of the greatest things about the Expo is the way it highlights convergence in a very tangible way. Printers aren’t just focusing on one segment, application, or customer type anymore.

Jake Feldman, CEO at Media One, highlighted that trend, noting, “My biggest takeaway was seeing how many printers are expanding beyond their traditional markets and moving into new applications and categories. Customers are increasingly focused on getting more out of the equipment and technology they already have, using those capabilities to diversify their revenue streams, and create new opportunities for growth.”

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Smart Blanks was seeing the same trend, with Liliana Tafoya, VP of sales and marketing, sharing, “This year's show has demonstrated to be worthy of a permanent place in our tradeshow lineup. Year after year, we see the attendee size growing along with the quality of the leads that we receive. PRINTING United is definitely becoming one of the major shows, not just for machines, but for apparel brands such as ourselves.”

Jeff Morgan, RMGT sales manager, helped set the stage for where the industry is currently, noting, “Since Covid 2020, suppliers and manufacturers' representatives are not out making the routine sales calls in the field due to the reduction in head counts overall. Printing companies are very hungry for vendor guidance, and I believe that it's our job as suppliers to properly educate on industry trends and where we see various technologies making major impacts with more autonomous features that require less skilled press operators.”

Automation and AI Take Center Stage

The two biggest trends buzzing in every booth were centered around automation and AI tools. Regardless of the technology used, the vertical markets served, or the applications produced, printers have to find ways to do more, do it faster, and do it while reducing costs if they want to continue to compete.

“My biggest takeaway was the convergence of equipment automation and workflow software to help manage labor challenges the industry is currently facing, and how PSP’s are actively looking for integrated solutions that help their operations successfully move forward,” Don Dubuque, director of marketing for Standard Finishing Systems, said.

Echoing that trend was Tonya Powers, director of marketing and chief of staff for Tecnau and Sitma. She explained, “The conversations reinforced that customers are focused on more than simply adding technology. They’re looking for practical ways to address labor challenges, reduce manual touchpoints, increase productivity, and ultimately improve profitability. That aligns perfectly with our ‘From Print to Profit’ message. What was especially encouraging was the level of interest in seeing these solutions running live, and having conversations about how automation can solve real operational challenges.”

“Customers are no longer looking at individual pieces of equipment in isolation,” Andy Fetherman, president and CEO, Muller Martini Corp. (North America), said. “They are looking for fully connected, ‘Smart Factory’ production environments that reduce manual touchpoints, improve overall system efficiency and in the end provide the production of more products per square foot and labor hour. The response to the integrated Muller Martini and Hunkeler solutions in our booth at the show reinforced that the industry is ready to move forward with connected automation. Our ‘Stronger Together’ theme truly came to life in Las Vegas through our collaboration with various print partners, Heidelberg, and Solema.”

For Naimish Patel, OnPrintShop’s VP Sales, “Our biggest takeaway was the strong momentum toward digital transformation and automation across the printing industry. We had many conversations with printers looking for ways to simplify their operations, create better online buying experiences, and scale without adding unnecessary complexity. Beyond the volume of conversations, we were especially encouraged by the quality of the discussions and the genuine interest in modernizing print businesses.”

The drive to integrate systems and have solutions that can span the breadth of a print operation is a trend Dimitri Van Gaever, global marketing director, Kongsberg Precision Cutting Systems, also saw.

“The biggest takeaway from the show was the customer appetite for integrated systems and automation across print and signage production. It was also great to see how discussions around sustainability have matured into operational and compliance discussions,” he said. “The printing industry is transitioning from isolated production technologies toward integrated manufacturing systems. For us, it’s something we’ve been discussing for some time, and it means that finishing is no longer just the final step in the process; it increasingly determines whether the entire workflow performs efficiently. That’s why our customers are no longer evaluating individual machines, but they increasingly look at the whole, from how cutting solutions contribute to uptime to efficiency, productivity, and growth.”

Martin Van Balkom, VP of marketing, Techkon Datacolor, said, " The Expo is a wonderful opportunity to expand your horizon to different technologies, workflows, and process control possibilities within your industry segment.”

Quadient’s Jennifer Vitali, manager, Direct Marketing and Analytics, explained, “While the production equipment on the show floor attracted plenty of attention, many of the most valuable conversations centered on operational efficiency, workflow integration, data-driven communications, and customer experience. Organizations are looking for ways to streamline processes, reduce manual touchpoints, and make customer communications more relevant and effective.”

Further, she explained that it goes beyond the print component, and touched every aspect of the process — including mail. “For the mail industry specifically, this reinforces the growing importance of intelligent mail operations, workflow automation, AI-assisted communications, digital transformation, and solutions that drive both productivity and cost savings. It is clear that mail and customer communication workflows continue to be viewed not just as operational necessities, but as strategic business functions.”

Aurigma’s CEO Dmitry Sevostyanov, saw many of those same trends, noting, “Our biggest takeaway is that print providers are continuing to diversify, but that growth is creating more operational complexity. Companies are adding new products, new sales channels, and more personalization, while still dealing with many manual steps behind the scenes. The conversation around Web-to-print is therefore shifting. It is no longer just about putting more products online. It is increasingly about how to handle complex orders, artwork, approvals, and integrations without adding more manual work as the business grows.

Alligator CRM is part of the AI wave, and even co-founder Kai Zhang notes it is a rapidly evolving space. He shared, “Even as an AI company, we’re learning AI alongside the industry, and humbled by what we have learned from peers and clients. This technology has made tremendous progress, but we’re only beginning to discover what it can do for businesses. That gap between what’s possible vs what’s being used is where we see the biggest opportunity. How exciting!”

Pryntbase, which participated in the AI Pavilion this year, was also impressed with the way the industry is embracing the promise of AI tools. The company’s CEO, Alyssa Summers, noted that her biggest takeaway from the Expo was “how eager everyone, in all areas of the industry, are to incorporate AI, and they are truly looking for trusted partners to guide them.”

The PRINTING AI Pavilion attracted many attendees, as seen here during PRINTING United Expo.

Seeing Print in Action

Another big trend this year was seeing vendors work together to demonstrate not just a single technology or solution in isolation, but to see how the ecosystem comes together to support anything a print operation might need.

Amanda Lowe, global marketing director for Drytac, touched on exactly that, noting, “Seeing our products move through the complete workflow, from printing with Durst + Vanguard, to finishing with Colex, to live installation with PDAA by Installation United, demonstrated the value of bringing manufacturers, distributors, equipment partners, and installers together.”

“I have never seen a more exciting growth opportunity for print,” noted Henrik Müller-Hansen, Gelato’s founder and CEO. “The world is moving toward digital, on-demand production, creating opportunities to produce locally, personalize products, and reduce waste. Pressure on global supply chains is accelerating that shift. … At Expo, we saw that opportunity translate into action. Printers came ready to invest and grow.”

That investment was often in ways to supplement the basic printed piece, as Suzie Fenton, senior marketing manager, Marketing Communications for Spartech explained. She noted, “One of the biggest takeaways was the high level of interest in materials and printing solutions that help create more impactful, attention-grabbing graphics. There seemed to be a strong focus on how to stand out in a crowded marketplace, and less about basic production capabilities. There were a lot of companies showing creative materials, textures, effects, and printing technologies, and how they can be used to capture audience attention.”

Zuzana Cloete, sales person for Practix USA, noted, “My biggest takeaway is that there are still a lot of buyers out there, and they’re always looking to see the next new thing. It’s important to bring those new people in, while also making sure your current customers feel valued, appreciated, and seen.”

“The biggest takeaway was the tremendous momentum around print on demand, automation, and connected fulfillment,” agreed Josh Ellsworth, Chief Revenue Officer, STAHLS’. He continued, “Decorators are looking for practical ways to produce faster, expand their capabilities, and grow without adding labor at the same rate. We saw that interest throughout the Expo, from our Media Day conversations and educational sessions to live demonstrations across the show floor. The launch of the Hotronix Carousel was a major highlight. Attendees watched it consistently demonstrate production speeds of up to 300 garments per hour while running real customer jobs. Our Fan Edition activation was another strong proof point. More than 700 customized shirts were ordered and fulfilled during the show, giving attendees a firsthand look at how easy it can be to create an engaging, on-demand buying experience. The Passport Activation with S&S Activewear and Melco also demonstrated the value of collaboration among exhibitors. By connecting apparel, technology, embroidery, heat printing and fulfillment, we were able to show visitors a complete production journey rather than an isolated piece of equipment.”

The Expo also demonstrated that print is about more than just putting ink on paper — there are a lot of different ways to put an image on an object, and more printers are embracing that synergy. Lane Hokanson, sr. global marketing manager for Goldstar, explained, “Not a big surprise, but it was a great reminder of just how closely connected printing and promotional products really are. We often share the same end customer, so working together makes a lot of sense. We enjoyed meeting new contacts on both sides of the business and learning about new and emerging printing techniques.”

That strong connection was especially seen in the ASI Pavilion, the co-located promotional products show within PRINTING United Expo this year, held in conjunction with the Advertising Specialty Institute (ASI), which PRINTING United Alliance partners with. Gaia Vernaglione, director of Americas at Zakeke, noted, “I thought the addition of the ASI Pavilion was particularly valuable. The promotional products industry has a significant need for automation to scale personalization efficiently, so bringing that ecosystem into PRINTING United created a very natural intersection between production, technology, and software providers like Zakeke.”

She continued, “The printing industry is entering a wave of change that can no longer be slowed down. There was a noticeable openness this year to rethinking established processes and embracing new technologies, particularly software, automation, and AI. What stood out to me was that these conversations are no longer just about experimenting with innovation. Companies are actively looking at how technology can solve real operational challenges, improve customer experiences, and make increasingly complex personalization and production workflows more scalable.”

Micol Gamba of EFI speaks with attendees in the EFI booth.

A Snapshot of Sales

One of the big draws of a trade show like PRINTING United Expo is the ability to see the equipment running, see the output, and compare the options. A lot of sales are made on the show floor, big and small, software, hardware, supplies, and everything in between. While it’s impossible to list every single sale made, here are a few of the highlights.

EFI had a big sales reveal, with Tobe Bashor, partner, Digital Performance Gear, noting that the new press that will be installed this November will be 70% faster than what they have now, allowing them to better serve the indoor floor graphic market for marching bands, a segment they serve. He noted, “We are in the four months of the year. We do what they call an indoor floor for the indoor marching band world, and it's speed. This is going to be 70% faster than the other one, so I can put out more product in a short amount of time. It's a very limited window, and the window doesn't get any bigger,” so productivity is the name of the game.

Ken Hanulec, VP, WW marketing, EFI, noted on a broader basis that, “PRINTING United in Las Vegas was another successful event for EFI. While overall traffic appeared to be down, the quality of attendees was very strong, with many visitors actively looking to invest in new technology.”

FUJIFILM North America Corporation is another company that saw some big sales, with Andrew Gunn, director of product marketing and digital solutions, Business Innovation Division, noting that the company sold six units this year, plus lined up several million in the sales pipeline for the coming year. His enthusiasm for the results was strong, noting, “I felt that the show had great energy, optimism, and forward-looking feel to it.”

“We sold equipment during the Expo and generated a significant pipeline of opportunities that we’re continuing to work through after the show.,” noted Rob Super, president of SuperGamut. “More importantly, we had conversations with everyone from first-time DTF buyers to established high-volume decorators looking at their next stage of production. For us, the quality of those conversations was every bit as important as the transactions completed on the floor.”

Kelvin Bell, sales director at Vpress, shared that it was a great Expo for his company as well. He said, “We made two sales to printers at the show, the first time we have ever made sales at an event. We followed up in the evening and closed over the weekend, $25,000 of revenue from the sale purchase.”

That was just the icing on the cake, however, with Bell continuing that overall his biggest takeaway was, “The print community, how it finally starting to come together in way that was only seen pre-Covid. Everyone was so helpful and there is a good ‘vibe’ supporting each other — we really made new friends at the Expo.”

“Graphic Whizard took its biggest booth ever at this year’s show. The investment paid off with the largest number of scanned leads we have ever seen,” shared Steve Allen, president, Graphic Whizard Inc. & Graphic Whizard USA Inc. “We made many sales at the show, and the next 60-90 days will see many more as our sales team and our reseller’s follow-up on the scans from the show. We are confident that the total sales from Expo ’26 will also break our existing record for dollar sales at a show.”

Erica Ganey, director of specialized logistics, VIP Transport Companies, said, “[The Expo was] well attended, a lot of foot traffic. Definitely worth exhibiting again in the future. Take the opportunity to walk both halls — you need the multiple days to really have time to reach potential clients.”

It’s not just about the deals closed though. Part of what makes an experience like PRINTING United Expo so powerful is the chance to make connections and have real conversations.

“We generated a strong pipeline of highly qualified opportunities, including several prospects who indicated purchase plans in the near future, as well as existing customers looking to upgrade and expand their software capabilities. For us, the value of the show has always been the quality of the conversations, relationships, and opportunities that continue long after the event ends,” stressed Kris Hanchette, president North American, EngView Systems.

That was echoed by XaiCia Deng, project manager for HXCP, who noted, “Our biggest takeaway was strengthening trust with existing prospects through face-to-face meetings at the show, which supported us to close our cooperation deal. We also learned about new printing industry trends.”

Lance Martin, VP product marketing, Komori America Corporation, also noted it was a great show for the company. He explained, “PRINTING United Expo 2026 was an outstanding event for Komori America. We welcomed hundreds of customers and prospects, demonstrated the value of an integrated print-to-finishing solution alongside MBO America, and secured an order for the first production version of our J-throne 29 B2+ LED-UV inkjet press — an exciting milestone we look forward to formally announcing in the coming weeks.”

Printware also saw strong sales on the show floor, with President and CEO Tim Murphy sharing that the company had, “Tons of leads (record for us from the last four years). [It was a] great place to develop partnerships and explore new markets, and the perfect place to launch two new solutions for high-quality high-speed inkjet digital. We sold over 12 new units — mostly to new customers — and expect that number to double or triple in the coming weeks.”

Denise Nelson, operations coordinator, Zuni Sportswear, noted, “I would say my biggest takeaway was getting to talk with some high-profile prospects in person. Once piece of advice would be to wear comfortable shoes, and plan to do a lot of walking. Also, this is definitely an Expo worth attending!”

“For Summa, PRINTING United marked the first public showing of our large-format F Series Vantage models: the F1832 Vantage, F3220 Vantage, and F3232 Vantage,” said the company’s CMO, Lieven Bertier. “The response to this new range was outstanding, with the first sales signed directly at the booth, and many of our dealers already pursuing opportunities in sign and display, packaging, and industrial applications. My biggest takeaway this year is that wide-format printing is very much alive and kicking. Yes, there are macroeconomic challenges, but the customers we spoke with are those willing to adapt quickly and make deliberate choices to ensure profitable growth. That means investing in operator-friendly solutions with fast onboarding, a short path to ROI, and true value for money without hidden subscription costs. Equally important is access to an open ecosystem that prevents vendor lock-in and gives businesses the flexibility to grow on their own terms.”

One interesting comment highlights that sales aren’t just about signing a contract — there’s a lot more that goes into closing a deal. Georgette Sawan, the executive vice president, business development for MH+P TECHNOLOGY GmbH, explained, “Geneva Capital has been a leasing partner to clients in the past, and it is great they are on site to expand support to the industry. We appreciated them immediately engaging with clients and clients-to-be. The financing will often be a deal-breaker, and guests were grateful for the quick responses.”