Commercial Printers NAICS 3231

Jun 15, 2026 - Study: AI Enhances Direct Mail

• Winterberry Group research found that direct mail remains a growing marketing channel despite increased adoption of artificial intelligence, with 83% of surveyed marketers planning to increase direct mail spending in 2026. The trend could benefit the commercial printing industry by increasing demand for print production, personalization services, data integration, and multichannel marketing support. Industry insiders suggest that AI is enhancing, rather than replacing, direct mail by improving audience targeting, campaign planning, personalization, and measurement. Marketers reported better targeting accuracy as AI's top benefit in direct mail programs, often resulting in stronger response rates and return on investment. The study also found that direct mail can improve the performance of digital advertising channels when used as part of an integrated marketing strategy.
• According to market research firm Smithers, the global inkjet market is valued at more than $130 billion in 2026. Graphics and packaging alone are forecast to reach $134.6 billion by 2031. Growth is being driven by Asia-Pacific adoption, packaging and industrial print demand, sustainable inks, purpose-built equipment, and AI-enabled automation. For commercial printers, these trends could open new opportunities in packaging and labels, improve productivity, reduce waste, and increase pressure to invest in digital technologies that strengthen competitiveness.

• The commercial printing industry is expected to continue to experience negative sales growth in the coming years, following a 0.5% year-over-year decline in 2025, according to Inforum and the Interindustry Economic Research Fund, Inc. The industry is projected to notch a compound annual growth rate (CAGR) of -0.3% between 2006 and 2030, according to Inforum and the Interindustry Economic Research Fund, Inc. The industry is challenged by the ongoing shift to electronic communication, including marketing.
• Commercial print OEMs are again targeting packaging as growth slows in office and commercial printing, but many still misunderstand the sector’s operational and economic demands, according to WhatTheyThink. The packaging market is seeing a convergence of three groups: office and commercial print OEMs, native packaging OEMs, and Chinese OEMs, each bringing different strengths and assumptions. Converters, however, prioritize reliability, workflow integration, and proven returns, slowing the adoption of new technologies. This disconnect is especially significant for the commercial printing industry, where repeated attempts to enter packaging have failed because of a focus on print quality rather than production realities. As competition increases, success will depend on aligning solutions with converter needs, not legacy print strategies, reshaping how commercial printers pursue growth opportunities.