The future of product marketing lies neither in replacing individual media nor in a single technology: it lies in the ability to connect product data, processes, and content into a flexible, integrated system. Publications, packaging, labels, and digital content formats will be generated from a central, reliable database—tailored for each target audience and channel.
Here, automation ensures speed and scalability, while standard solutions make tailored requirements cost-effective and rapid to implement. At the same time, print, brand, inspiration, and trust retain their key roles—especially where guidance and emotional purchasing decisions matter. Artificial intelligence (AI) accelerates this transformation, but it relies on the quality, structure, and availability of the underlying data.
Future-proof product marketing means far more than mere production automation: it requires reimagining approvals, establishing clear responsibilities, and transforming collaboration. People are at the center of this. True transformation succeeds when teams are engaged, new ways of working grow together, and technology delivers tangible added value in daily operations. The following presentations demonstrate the concrete paths companies are taking.
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
Between agentic commerce and the Christmas catalog: brand is built in conversation
Jonathan Roxlau of WURM and Michael Giesen of Laudert
WURM and Laudert demonstrate why the catalog remains relevant in the digital age. What was once dismissed as an obsolete model is transformed into an independent source of inspiration that engages customers, provides guidance, and connects seamlessly with the online shop. The key takeaway: the customer, not the company, dictates channel usage. Automated processes free up time for creative design and a tactile brand experience. In this way, the catalog combines digital efficiency with emotional brand impact, proving that digital first is by no means digital only.
Customer Keynote - From manual process to publication revolution: how automation sets new standards
Jürgen Mayer, Florian Grüneklee and Eva Lessenich, Hoffmann Group
The Hoffmann Group is evolving its catalog from a rigid printed catalog into a flexible, data-driven publishing platform. Rather than existing solely for a fixed print grid, products are organized by their attributes to make them usable across various editions. Target-audience-specific publications can thus be compiled and generated in just a few steps. The sales and product management teams gain significant speed and autonomy. The catalog is not disappearing—it is becoming one of many tailored editions of one and the same database.
Whatever fuels your data!
Jan Rüger of fischer and Nico Loos of Accenture
The joint project by fischer and Accenture demonstrates how print automation can become a strategic data booster. Where Excel spreadsheets, external service providers, and scattered information once slowed down label production, packaging, technical drawings, and regulatory requirements are now centrally generated, verified, and provided directly from the PIM and priint:suite systems—resulting in 600 labels in a single day. The actual benefits go even further: data is thoroughly transparent, reusable, and already primed for new services. This establishes the foundation for AI applications that rely on dependable product data.
Change management: how do people influence project success?
Thomas Borkwoski of bofrost*, Verena Uhlenbrock of OSTERMANN, Jürgen Mayer of Hoffmann Group, and Thomas Brandstätter of WAGO
Technology can alter processes, but transformation only succeeds when people actively support it. In a panel discussion featuring OSTERMANN, the Hoffmann Group, and WAGO, moderated by bofrost*, the panelists shed light on shock, resistance, the well-known 'valley of tears,' and the path to genuine acceptance. Change requires honest and transparent communication, personal conversations, and a tangible 'why.' Employees must have the opportunity to experiment, provide feedback, and experience success directly in their daily work. In this way, passive participants become active co-creators, and an IT project becomes a sustainable transformation carried forward together.
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