PRINTING United 2026: Connections, Convergence, and the Future of Our Industry
By Jessica Shonebarger, Executive Director
If I had to summarize my experience at PRINTING United 2026 in a single sentence, it would be this:
PRINTING United reminded me that the future of our industry isn’t print versus promo or technology versus people. It’s what becomes possible when we connect all of them.
That theme appeared everywhere I looked throughout the event.
From massive printing equipment and apparel decoration technology to workflow automation, AI-powered solutions, software platforms, promotional products, and packaging, the show floor demonstrated just how quickly the lines between once-separate industries are disappearing.
But while the technology was impressive, my biggest takeaway wasn’t a machine, platform, or piece of software. It was the people behind them.
A Week of Connecting with Members
One of the best parts of attending PRINTING United was the opportunity to spend time with so many PromoStandards members on the show floor.
Throughout the week, I visited member booths, caught up with familiar faces, met new industry professionals, and had conversations with the people who are building, integrating, and using these technologies every day.
We also hosted a PromoStandards Member Happy Hour during the event. Bringing members together outside of the busy show floor environment created an opportunity for meaningful conversations, new connections, and valuable discussions about where our industry is headed.
There is simply something different about meeting face-to-face.
Technology may power our businesses, but relationships remain one of the most important drivers of innovation and collaboration across our industry.
A Shared Commitment to Connectivity
Throughout the event, I was reminded that PromoStandards is, first and foremost, a community. I had the opportunity to visit many member booths, hear about new initiatives, and learn how companies are navigating change across technology, production, and customer expectations.
As I made my way across the show floor, one thing that stood out was just how many PromoStandards members were represented. Whether I was catching up with longtime members or meeting new faces, there was a common theme in many of our conversations: the growing importance of connectivity. As businesses adopt new technologies and customer expectations continue to evolve, the ability for systems and partners to work together seamlessly has never been more important.
Along the way, we captured some fun moments with members proudly sharing We Standardize on PromoStandards. What I appreciated most was how naturally it reflected the conversations we were already having. It wasn’t about a sign or a photo opportunity. It was a reflection of the commitment our members have made to helping create a more connected industry. The standards our industry relies on are successful because companies choose to support them, contribute to them, and advocate for their adoption. Seeing that enthusiasm throughout the show reinforced the strength of our community and our shared belief in the value of connectivity.
The Industry Is Converging
One thing that surprised me most at PRINTING United was just how real industry convergence has become. We often talk about the overlap between commercial print, promotional products, apparel decoration, fulfillment, software, packaging, and production technologies. At PRINTING United, you could see that convergence happening in real time.
You could walk directly from commercial printing equipment into promotional products, then into automation and software solutions, and then into packaging and fulfillment.
Those aren’t separate conversations anymore. They’re increasingly part of the same customer experience.
That creates tremendous opportunity, but it also introduces complexity. The more connected these industries become, the more important it becomes for systems to communicate effectively with one another.
The ASI Pavilion was a great example of this convergence in action. It helped make the relationship between print and promotional products highly visible while highlighting the growing opportunities between those markets.
More printers are exploring promotional products as a way to expand their offerings, while suppliers, distributors, decorators, and technology providers continue finding new ways to collaborate.
What stood out to me was that these discussions were no longer theoretical. They were practical conversations about growth, diversification, and how companies can better serve their customers through broader product and service offerings.
The Show Floor Conversation: AI, Automation, and Implementation
If there was one topic that seemed to be everywhere, it was automation. While AI remained a major discussion point, the conversation has matured considerably.
Last year, many discussions centered around answering the question: “What can AI do?”
This year, the focus shifted toward implementation:
How do we use AI effectively?
How does it connect to existing systems?
How do we automate repetitive tasks?
How do we improve efficiency?
How do we ensure the data driving these tools is accurate?
That final question is especially important.
AI can be incredibly powerful, but it is only as useful as the information available to it. If product information is inconsistent, inventory data is inaccurate, or systems aren’t communicating correctly, adding AI doesn’t automatically solve those problems.
In many cases, it simply makes those issues more visible. That’s why I see such a strong connection between AI and industry standards.
Standards create structure. AI creates new ways to leverage information. Together, they provide a powerful foundation for innovation.
Why Connectivity Matters More Than Ever
As I walked the show floor, one theme continued to surface over and over again:
Everything depends on connectivity.
Products need data. Orders need data. Inventory needs data. Artwork systems need data. Production systems need data. Customers expect visibility, accuracy, and real-time information throughout the process.
As new technologies emerge and more businesses become interconnected, the ability for systems to exchange information seamlessly becomes increasingly important. This is where PromoStandards plays a critical role.
Standards may not be the flashy technology drawing crowds on the show floor, but they are part of the foundation that allows those technologies to work together. As our industry continues to converge, interoperability becomes even more valuable.
The Future of Merch Is About Experiences
Another trend that stood out was how branded merchandise continues to evolve. The future of merch isn’t simply about placing a logo on a product.
Customers increasingly want:
Personalization
Faster turnaround times
Smaller production runs
Creative packaging
More intentional branded experiences
One particularly interesting area was the growing connection between promotional products, packaging, and kitting. Kits bring together multiple elements into a single customer experience, combining print, packaging, apparel, and promotional merchandise into something that feels more curated and impactful.
That trend reflects a broader shift occurring across our industry. The future isn’t just about products; it’s about the complete experience surrounding those products.
What Members Should Be Watching
If I were advising members on where to focus their attention over the next several years, these would be the three areas I’d watch closely:
- AI – Not because every company needs to adopt every new tool immediately, but because AI will continue reshaping workflows, customer expectations, and business operations.
- Automation – Organizations are increasingly looking for ways to reduce manual processes, improve accuracy, and scale efficiently.
- Connectivity – The companies best positioned for the future will be the ones able to connect their technology ecosystems and share information effectively.
I also believe it’s important that we continue looking beyond the traditional promotional products space for inspiration and innovation. PRINTING United was a powerful reminder that some of the technologies that will shape our future may come from print, manufacturing, packaging, software, or entirely new sectors.
Building the Future Together
What makes me most optimistic isn’t any single technology. It’s the collaboration.
Throughout PRINTING United, I saw suppliers, distributors, service providers, software companies, decorators, and manufacturers working together, sharing ideas, and solving problems. I see that same spirit every day within PromoStandards.
Technology will continue evolving. Customer expectations will continue rising. New tools will emerge. But when an industry is willing to collaborate, share knowledge, and build common solutions, the opportunities are extraordinary.
That is exactly why organizations like PromoStandards matter.
And after a week at PRINTING United spent connecting with members across the show floor, I’m more confident than ever that our community is helping build a more connected future for the industry. The We Standardize on PromoStandards message served as a simple reminder that creating that future isn’t the work of any one company or organization. It’s something we’re building together.
I’m looking forward to continuing these conversations at Tech Summit, where our community will come together once again to share ideas, explore new opportunities, and help shape what’s next for our industry.
