Artificial intelligence is evolving from a reactive tool into an active process partner. No longer limited to generating text, images, or ideas, AI can now understand objectives, plan workflows, and execute tasks with increasing autonomy. The defining factor is not the sheer number of models deployed, but the quality of the environment in which the AI operates. Reliable, structured, and machine-readable data form the foundation, while clear processes, open interfaces, and a robust architecture provide the necessary room to maneuver.

As systems become more autonomous, the people who define their goals, establish their context, and take responsibility for their decisions become increasingly vital. Governance, transparency, cost control, and deliberate checkpoints ensure that autonomy does not lead to a loss of control.

Rather than replacing human judgment, creativity, and responsibility, AI redefines their roles. Humans evaluate results, identify limitations, establish meaning, weigh trade-offs, and decide what is sensible, fair, and on-brand. Meanwhile, intelligent systems scale repetitive tasks, generate variations, and coordinate complex processes.

Even in hybrid teams, humans do more than serve as the final approval authority; they become process architects, designers of collaboration, and critical partners who continuously question the deployment of AI.

Instead of chasing every technology trend or pursuing the most spectacular use case, companies should build capabilities, solve concrete problems, and gain step-by-step experience with human-AI teams. Success will belong to organizations that combine technology, data, and human skills into a controlled, learning, and economically viable collaboration—enabling autonomy where it makes sense without relinquishing ultimate responsibility.

The priint:day 2026 in numbers

30+ onstage presentations on PXM, product data, database publishing, and product communication

450+ attendees at the industry event dedicated to the future of product communication

45+ experts taking the stage to share insights into customer projects, technologies, and trends

Agentic AI: Why the future of publishing is becoming autonomous, not just generative

Horst Huber, priint

Artificial intelligence is evolving from a mere tool into an active process partner. Agentic AI can understand objectives, plan tasks, connect systems, and coordinate publishing processes with increasing independence. Yet, as systems become more autonomous, context, data quality, and clear guardrails become paramount. Humans remain responsible for setting goals, granting approvals, and making decisions that impact both the brand and the customer. This creates a powerful collaboration where AI delivers speed and scalability, while humans provide meaning, judgment, and control.

Please accept cookies to watch this video.

Please accept cookies to watch this video.

The future of hybrid teams: Collaboration between humans and AI agents

Michael Streit

The future of work belongs to hybrid teams of humans and AI. Yet before companies deploy agents, they must understand and define the system's role: copilot, assistant, autopilot, or digital employee. Successful collaboration is not driven by maximizing the number of tools, but by clear tasks, context, access rights, and leadership. Companies should start with concrete, solvable problems, gain hands-on experience, and empower their employees to become process architects. Far from being sidelined, humans will actively shape this collaboration.

Creative production in the age of AI: Efficient workflows with Creative Cloud & Co.

Ingo Eichel, Katrin Gillett and Jan Knieling by Adobe

AI is lowering the barriers to entry for creative production: a single prompt can generate scripts, variations, and entire workflows capable of producing thousands of assets at scale. However, the critical factor is not any single feature, but the underlying process framework. Templates, data, approvals, and legal guardrails ensure consistency, quality, and traceability. While AI delivers variations and drafts, humans provide direction and meaning. In this way, creative production becomes faster and more diverse without sacrificing brand identity or control.

Please accept cookies to watch this video.

Please accept cookies to watch this video.

Bridging the gap: Between generative hype and agentic reality

Katrin Gillett from Adobe, Michael Fieg from Accenture, Michael Streit and moderator Sebastian Hardung from priint

While generative AI produces content, agentic systems pursue objectives and act across multiple steps. The panel made it clear that while this technology is already in production in many areas, its success depends on data quality, user acceptance, economic viability, and a healthy skepticism. Companies should remain open to diverse models and architectures, engage skeptics, and start with concrete use cases. The most critical step is not to wait for the perfect strategy, but to begin gathering experience and bring humans and AI together responsibly.

All about priint:day

Be part of the 14th priint:day in 2027 and find out more about the event!

More about priint:day!

priint:day Newsletter

Sign up for our newsletter so you never miss another update about the upcoming priint:day!

priint:day Newsletter!