After a relatively stable 2024, the print sector is looking forward to 2025 with cautious confidence. Here, a cross section of the print sector give their opinion on what the major trends this year could be.
The past 12 months were relatively stable, both for the wider economy and the print channel. With the year free of the type of major economic shocks that have characterised recent years, print manufacturers and resellers could concentrate on what they do best.
Print manufacturers have been reacting to changing customer demands and producing devices that are better from a sustainability perspective – such as by consuming less power or being made from more recyclable materials – and harnessing emerging technologies such as artificial intelligence (AI). This is likely to continue in 2025 and beyond.
Likewise successful resellers have been proactive in responding to customers. More businesses are looking for managed print services, and there are indications that some customers are looking to refresh their print fleet in 2025, having put it off for some time after COVID. With more people returning to the office, there is even hope that demand for print devices will increase.
Over the following pages, a range of leaders from across the print sector give their opinions on the state of the market, and some of the trends we can expect to see prevail in the coming months.
Stuart Brookes, EMEA head of sales & channel, PaperCut
The economy appeared to be more stable in 2024 compared to the last two years, which gave businesses the confidence to gradually unlock budget and invest in IT again. We saw many customers renew their contracts with PaperCut, and we also onboarded additional customers new to PaperCut who want a print solution that’s easy to use, secure and helps them achieve their print-related sustainability goals.
Although the economic outlook for 2025 isn’t perhaps quite as bright as we’d like, at least – right now – it’s reasonably stable. Irrespective of the economic backdrop though, in 2025 – as with last year – legal, regulatory and CSR obligations will require public and private sector organisations to invest in print solutions that address C-Level concerns about security, scalability, sustainability and flexibility and that can accommodate the needs of the hybrid workplace.
There are other factors will influence customers and the print channel in 2025. For instance, we’re confident that the adoption of cloud print management solutions will continue, given we’re seeing more uptake month on month as existing leases end, and workplaces explore new cloud print management solutions. As a result, there’s much interest in PaperCut Hive, which is a feasible replacement option for traditional, server-based solutions.
As per 2024, security and sustainability will remain front of mind, joined by the uptake of Microsoft’s new Windows Protected Print (WPP) mode. It’s likely that many workplaces will switch to WPP without realising the impact, so plenty of education is required through 2025 to ensure a smooth transition.
Elsewhere, the cumulative impact of AI will filter through the whole print device and document lifecycle. We expect it will help improve manufacturing efficiency, cut waste from the supply chain, improve device performance, automate routine tasks to provide better and quicker maintenance support for end users, optimise workflows and provide deeper insights into user analytics. Not all of those developments will run concurrently, so it could be a year or so before we see users benefitting from AI touching every aspect of print.
Notwithstanding any geopolitical shocks, we think that the business landscape in 2025 will be ‘steady’. We’re encouraged by promising predictions from IDC indicating that in 2025 60% of print infrastructure within mid-to-large organisations will be either fully or partially hosted in the cloud. This presents resellers with an opportunity to work with their customers in 2025 to prepare them for a cloud-based future.
Zoe Westwood, UK&I interim managing director, HP
In 2025, businesses will continue to build resilience and adaptability in supply chain strategies, shifting from cost efficiency to risk management in response to economic and geopolitical uncertainties. Businesses will prioritise agility, robustness and security to navigate evolving market conditions. In 2025, I suspect the demands from channel will have a stronger focus on localised production and reducing global supply chain dependencies.
Sustainability will remain a core focus across the wider tech industry, as organisations adopt eco-friendly practices and technologies to meet rising customer expectations and regulatory requirements.
In addition, automation and AI-driven solutions are poised to play an increasingly prominent role in helping businesses improve efficiency and grow creativity. For example, while the print industry is exploring innovations for fully automated production, other sectors are investing in AI-enhanced workflows, predictive analytics and process optimisation to drive productivity and future-readiness.
This blend of sustainability, automation and resilience reflects an industry that is adapting rapidly to support its customers in overcoming challenges and taking on new opportunities in the year ahead.
AI and automation have all been critical enablers of new ways of working across the sector. AI is already enhancing print management, helping businesses reduce costs and streamline operations.
Advanced document security features powered by AI, such as real-time threat detection and secure release printing, will also become more prevalent, addressing growing concerns around data privacy and cybersecurity in hybrid work environments. Moreover, the integration of AI into print hardware and software is enabling new levels of personalisation and convenience. For example, AI-driven tools in office printers can automatically adjust settings for different document types, delivering high-quality results without requiring manual intervention. This enhances productivity for employees and simplifies workflows, making technology an enabler rather than a barrier.
Beyond printing, AI is shaping the wider tech landscape by enabling smarter collaboration and resource management. AI-powered tools are helping businesses automate repetitive tasks, improve device performance, and personalise workflows to individual employee needs. These innovations are creating workplaces that are more efficient, connected and tailored to the demands of modern employees.
In 2025, the role of the office printer and other technologies will evolve from standalone tools to fully integrated, intelligent systems that enhance productivity, improve sustainability, and support hybrid working models. As AI continues to advance, its potential to redefine how we work and interact with technology is only just beginning to be realised.
Several key factors will shape customer priorities and channel dynamics this year. Sustainability will remain at the forefront, with businesses and consumers expecting solutions that align with their environmental commitments. This includes energy-efficient devices, recyclable materials and lifecycle management services.
The channel will face several challenges in 2025, driven by evolving customer expectations, market dynamics, and global trends.
One significant challenge will be balancing the demand for sustainability with cost pressures. While customers are increasingly seeking eco-friendly products and services, the upfront investment in sustainable technologies and materials can be a barrier. To overcome this, channel partners should focus on educating customers about the long-term benefits of sustainability, such as cost savings from energy-efficient devices and potential compliance advantages as regulations tighten. Offering flexible financing options and subscription-based models can also help ease the transition to greener solutions.
Another challenge lies in navigating supply chain disruptions, which remain a concern due to geopolitical instability and economic uncertainty. Localising production and embracing on-demand manufacturing can help mitigate these risks, as can fostering closer relationships with suppliers to improve forecasting and inventory management.
Finally, competition within the channel will intensify as customers expect more tailored and value-added services. To stand out, channel partners must go beyond selling products to become trusted advisors, offering insights into areas like workflow optimisation, remote management, and advanced security. Developing deeper partnerships with manufacturers to co-create customised solutions can be a key differentiator.
Jason Cort, European director product management and marketing, Sharp Europe
Automation has always been important in print, and it continues to transform workflows. Print vendors need to be aware that devices are much more than just for printing, as the scanner, for example, allows for the creation of smarter digital workflows.
Rather than seeing any huge trend changes in print, we are seeing a continual evolution of capabilities. In part, this is being driven by AI, which is enabling what were previously quite complex integrations and setups to be done semi-automatically. For example, AI can automate the creation of workflows that previously would have required a designer, or be coded manually, during deployment thereby increasing service costs. Such AI processes reduce complexity and costs for businesses of all sizes.
In print, we have already started to see trends around AI simplifying and personalising the use of technology within a business, helping reduce the number of steps to accomplish a print task, for example, or assisting in helping to personalise how people use devices.
Looking ahead, AI-driven print systems may well be used to improve device efficiency further, such as suggesting optimal power modes for the streamlining of energy use. Also, it can predict printer maintenance needs, minimising downtime and avoiding costly repairs. AI could be used to dynamically decide the best print output – black-and-white or low-resolution, for example – based on document content, saving costs and resources for the business. Additionally, AI will be able to enhance scanning quality and even summarise scanned documents for smarter ways of working.
Sustainability in print is also on the rise. In recent years, sustainability and environmental issues have become top priorities for companies. This trend is heavily influencing customer decisions but at the same time being shaped by wider regulatory requirements.
We see manufacturers increasingly adopting the use of recycled plastics within the build phase, with some devices now containing up to 50% recycled content. We are also seeing a large reduction in packaging waste. These are physical signs of the print industry moving to smarter production methods but there is much more that can be done.
Despite economic challenges, businesses must invest in green initiatives now to ensure a viable future. The print industry in Europe is seeing new sustainability regulations introduced, either as draft proposals to give manufacturers time to prepare, or as laws taking effect.
Cloud continues to be a trend that SMEs will adopt. As a result, businesses are no longer self-contained units, they are connected to a wider IT infrastructure, often owned and managed by third parties.
However, we believe that as businesses increasingly move to the cloud, the print industry must follow suit, ensuring devices and workflows integrate seamlessly and securely into this environment.
As print devices now function as part of a larger IT ecosystem, it is imperative that they offer compatibility with broader platform services, whether Microsoft Azure, Google Workspace or Amazon Web Services. Print management software is the best way to ensure that devices connect and work with such platforms, but it is not a necessity in all cases.
What is vital with any form of cloud connectivity is for the end-user to understand security and the challenges around it. As print devices increasingly become digital hubs within a business, cloud connectivity brings added security challenges. To address this, many device manufacturers are adopting zero trust architecture (ZTA), where user authentication via identity providers ensures a secure environment. ZTA is a cybersecurity model based on the principle of ‘never trust, always verify’ and requires continuous authentication, authorisation and strict access controls for all users, devices and applications, regardless of their location.
As mentioned, printers are evolving from simple devices into secure IoT solutions in their own rights, requiring encryption and compliance with standards such as NIS 2.0 and Radio Equipment Directive (RED). Printer security has moved from a peripheral concern to a fundamental ‘secure by design’ principle in modern device development.
The NIS2 Directive is set to change how companies across Europe engage and react to cybersecurity within their organisations. The directive makes it essential for companies to optimise their cyber resilience, including the ability to prevent, withstand and recover from cyber incidents. The RED ensures that connected devices sold in the EU meet essential health, safety and environmental requirements, and is compatible with the EU’s radio spectrum policy.
Modern printers are computers with data transmitted to and from the cloud, whether for printing or storage, which exposes devices to potential vulnerabilities. As a result, solutions must be put in place that include robust encryption and user authentication to mitigate potential breaches. Vendors regardless of device need to understand the implications for their products and adopt to work within these new frameworks as they emerge.
Steve Pearce, Group head of marketing, Kyocera Document Solutions UK
As cyber threats become more sophisticated, traditional print security measures are proving to be insufficient. Kyocera advocates for a zero trust approach to print security in 2025, highlighting the importance of viewing each print device as a potential target for cybercriminals. In a zero trust model, print devices are protected through strict policies, integrated security features, and enhanced endpoint detection tools.
Given the constantly evolving threat landscape, adopting a zero trust approach to security is crucial for maintaining the integrity of print infrastructure. It’s crucial to remember that an unsecured printer can offer a means for cybercriminals to breach a company’s defences and compromise the entire business. By implementing robust security measures that address potential vulnerabilities, businesses can ensure the resilience of their print environments, and the rest of the company as well.
We predict that in 2025, more channel partners will integrate print management capabilities into their offerings, in order to assist customers looking to move on from older, less flexible arrangements and reap the benefits of cloud infrastructure. Cloud-native print management capabilities streamline operations and provide the flexibility that modern businesses need, as they are built from the ground up to work in the cloud. This gives them an advantage over older print management solutions, not just in terms of cost, convenience and security, but through integration with other technologies such as document management. These advantages can be transformational for business efficiency.
Kyocera has noticed a significant shift towards eco-friendlier practices in the print industry, as vendors and channel partners adopt initiatives aimed at reducing environmental impact. These initiatives include using eco-friendlier materials, optimising energy consumption, and implementing recycling programmes.
In 2025, we anticipate an even stronger focus on sustainability, with environmental, social and governance initiatives becoming essential to print procurement and management. Print manufacturers and their partners are in a unique position to take the lead on sustainability, assisting companies in reducing emissions while maintaining operational excellence.
The print industry is experiencing rapid advances in technology and evolving market expectations. To stay competitive, businesses are exploring technologies such as AI to improve print capabilities and create value. Furthermore, diversity and inclusion initiatives are becoming essential for fostering an innovative and forward-thinking workplace.
By embracing advanced technologies and fostering diverse teams, we are positioning ourselves to meet the evolving needs of a dynamic customer base. These initiatives also promote a culture of innovation, ensuring that we stay responsive to the trends shaping the market of tomorrow.
The demand for digital production inkjet printing is also on the rise. According to industry forecasts, the commercial cut-sheet inkjet press market is projected to grow at a compound annual growth rate of 5.3% from 2022 to 2030.
There are substantial opportunities for channel partners to cater to customers requiring cut-sheet production inkjet devices and high-volume print capabilities. By continuing to enhance the expert guidance they offer, partners can deepen customer relationships and capitalise on the growth potential in the market.
Andy Muskett, director, UK channel partners, Xerox
At the beginning of this year, Xerox announced a new operating model and organisational structure to further its ‘reinvention’. Part of our reinvention is around strengthening the core business of print while we build on print as a vehicle to achieve revenue profit through expanding other services into the partner community that we serve today, as well as future types of partner communities.
Further consolidation has occurred across manufacturers and partner organisations; this was to be expected.
In terms of trends in the print channel, SMB customers are switching their focus. They want to do more with less, reducing devices, and moving from A3 to A4, from single-function to multifunction devices. We’re also seeing growth in the monochrome space, where customers want a mix of colour and mono A4 and
A3 products.
As digital transformation continues, customers are turning to cloud services, looking for support with hybrid working strategies, and placing increasing attention and dependency on partners who can deliver improvements in security, productivity and sustainability.
Elsewhere this year, AI will play a transformative role, enabling businesses to achieve unmatched efficiency and customisation in print services. AI-powered analytics and automation will lead to more precise, tailored printing solutions, significantly improving client satisfaction. The future of print will be powered by AI, not just as a tool but as the backbone of innovation.
There are various other factors that will influence customers and the print channel in 2025. For instance, a strong sustainability strategy will become increasingly crucial, driven by the rising demand for ESG compliance. Companies that lead with genuine sustainability initiatives will gain market trust by offering eco-friendly products and pioneering real environmental impact.
Print-centric partners must deeply understand their clients’ evolving needs to remain competitive. Adopting a client-centric approach will be essential for staying relevant and delivering meaningful value.
The shift towards digital transformation will continue as partners diversify their offerings. Integrating cutting-edge digital tools, cloud services and next-gen technologies will be imperative, not just to compete but to redefine the future of print. Embracing these innovations will elevate businesses from service providers to essential, forward-thinking partners in their clients’ growth journeys.
We at Xerox are positive about the coming 12 months. We anticipate growth in specific sectors of the print market in 2025. The industry will continue to evolve, with demand expanding beyond traditional MPS to include additional offerings, such as AI-enabled MFDs and enhanced cloud solutions and software.