At Dscoop Edge Rockies, which took place March 8-11 at the Gaylord Rockies Resort & Convention Center outside of Denver, CO, USA, one message came through clearly across keynotes, technology sessions, and show floor conversations: digital printing is no longer just about presses. It’s about systems.

From AI-driven workflow tools to highly automated press platforms, the event highlighted how converters are being pushed—and increasingly equipped—to rethink production as a connected, data-driven operation. For label and packaging converters, the implications are significant.

What’s emerging is a new operating model—one built on automation, intelligence, and end-to-end integration.

From Presses to Production Systems

HP Indigo framed that shift through its concept of “nonstop digital printing,” a term that has evolved over the past year from marketing language into something more tangible on the production floor.

“We are taking a holistic approach from file to finishing… even from file to delivering,” said Meny Gantz, head of market development, HP Indigo. “It’s about the ability to produce continuously, predictably, and at scale.”

For converters, that means digital is no longer simply a complement to analog processes—it is becoming the backbone of an increasingly automated workflow. From job onboarding and data preparation to printing, inspection, and finishing, the goal is to reduce interruptions, manual touchpoints, and variability.

That vision aligns closely with broader trends across the industry, particularly as converters face mounting pressure to improve efficiency while managing greater job complexity.

AI Moves from Concept to Production Tool

If there was a defining theme at Dscoop, it was the growing role of AI — not as a future concept, but as a practical production tool.

On press, AI is being deployed to replace tasks traditionally handled by highly skilled operators, from color matching to defect detection.

“Instead of having somebody with many years in the industry doing this kind of checking, the machine will do it automatically,” Gantz said, pointing to embedded inspection and quality control capabilities.

These developments come at a critical time for converters. Across the label industry, workforce challenges remain acute, with experienced operators retiring and fewer young workers entering the field.

“It’s very difficult to find somebody, train them for months, and then retain them,” Gantz added. “We are developing tools that allow new operators to ramp up much faster and still achieve consistent results.”

Beyond the press, AI is also reshaping production management. Tools such as HP’s NEO platform are designed to analyze production data in real time, helping converters identify inefficiencies, optimize scheduling, and improve equipment utilization—tasks that once required weeks of manual analysis.

The result is a shift toward what could be described as “intelligent production,” where data and automation increasingly guide decision-making on the plant floor.

Understanding the Digital Portfolio

For converters evaluating digital investments, HP Indigo’s expanding portfolio reflects the increasingly diverse range of applications — and entry points — into digital production.

Gantz outlined three core platforms for labels and packaging:

• HP Indigo 6K+: A narrow web press designed for short- to mid-run label production, offering broad substrate compatibility and high productivity for mainstream digital applications.
• HP Indigo V12: A high-speed, LEPX-based platform targeting mid- to long-run production, designed to complement flexo by handling a wider range of jobs with digital capabilities.
• HP Indigo 200K: A mid-web press primarily positioned for flexible packaging, but increasingly used for large-format labels and cross-over applications.

Rather than replacing conventional technologies outright, these platforms are increasingly being integrated into hybrid production environments.

“The V12 is not just competing with flexo—it’s complementary,” Gantz said. “It allows converters to shift more jobs into digital while freeing up flexo capacity for the longest, most repeatable runs.”

That hybrid approach is becoming more common as converters seek to balance efficiency, flexibility, and throughput across a growing mix of SKUs.

Labels and Flexible Packaging Drive Growth

While digital adoption continues across multiple segments, labels and flexible packaging stood out at Dscoop as key growth areas.

“Flexible packaging and labels are growing dramatically,” Gantz said. “We see more and more customers adopting digital because of market trends—more SKUs, personalization, and faster turnaround requirements.”

Shorter product lifecycles, increased product variation, and the rise of emerging brands are all contributing to that shift. In many cases, digital printing is enabling converters to deliver high-quality, highly differentiated packaging at volumes that would be inefficient or impractical with traditional processes.

Flexible packaging, in particular, represents what Gantz described as a largely untapped opportunity.

“We didn’t even start to scratch the flexible packaging,” he said.

At the same time, the visual and functional expectations for labels continue to rise, driven by brand owners seeking shelf impact and consumer engagement.

Economic Pressures Put Focus on Efficiency

The push toward automation and AI also reflects a broader economic reality.

During a keynote presentation, economist Taylor St. Germain noted that while global growth remains steady at approximately 3%, uncertainty—driven by factors such as tariffs, inflation, and geopolitical tensions—continues to weigh on business investment.

More importantly for converters, cost pressures are mounting.

Labor costs are expected to rise significantly in the coming years, while energy and material costs remain volatile. As a result, profitability will depend less on volume growth and more on operational efficiency.

“You cannot rely on price alone,” St. Germain noted. “You have to find ways to be more efficient.”

That message resonated across the event, reinforcing the importance of automation, data-driven decision-making, and streamlined workflows.

A Digital-First Mindset

Looking ahead, the direction appears clear.

Automation will continue to expand. AI will become more deeply embedded across production. And digital printing will play an increasingly central role in how converters operate and compete.

For Gantz, the strategic implication is straightforward. “If I were running a label company today,” he said, “I would go digital first.”

That doesn’t mean abandoning conventional technologies — but it does signal a shift in how converters think about investment, workflow, and growth. At Dscoop Edge Rockies, that shift felt less like a future possibility — and more like a present reality