Automation is often discussed as a technology opportunity, but the OPIA PrintPulse Live webinar, What Real Automation Deployment Looks Like in Print, made one point clear: successful automation depends on much more than software. Led by Marc Raad and Michael Dequilla of Significans Automation, the session focused on the practical realities of moving automation from concept to execution inside print, packaging, and graphic communications businesses.
The discussion explored discovery, workflow assessment, integration, change management, ROI, phased deployment, and the culture needed to make automation investments deliver lasting value. For print leaders considering automation, five key takeaways stood out.
Takeaway 1: Automation Usually Starts with Change
Michael Dequilla explained that automation conversations often begin when something changes inside the business. Sometimes the company is proactive and wants a competitive advantage. Other times, the trigger is reactive: a process breaks, a key person leaves, technology stops meeting operational needs, or a competitor becomes faster.
The key lesson is that change is inevitable. The difference is how much time a company gives itself to plan, phase the work, and bring people along before the pressure becomes urgent.
Takeaway 2: Automation and Integration Are Not the Same
One of the clearest distinctions in the webinar was the difference between automation and integration. Automation removes manual work. Integration removes the walls between systems.
For print companies, this matters because many tools can automate individual tasks, such as intake, preflight, proofing, routing, or billing. Greater value comes when systems connect through data, APIs, webhooks, and structured workflows so one reliable source of information can move work through the business with speed and consistency.
Takeaway 3: Use What You Already Have Before Buying More
The presenters emphasized that many print businesses already have underutilized technology in place. Before recommending new software, Significans Automation looks at whether existing systems can be used more effectively, customized to the operation, and optimized for better results.
This is an important reminder for owners and operations leaders. Automation should not automatically begin with another purchase. It should begin with a clear understanding of current workflows, available tools, operational gaps, and business goals.
Takeaway 4: People and Culture Determine Whether Automation Sticks
The webinar placed significant emphasis on change management. Technology may work, but implementation can still fail if the people side is not managed well.
Michael noted that teams may hesitate because of past technology experiences, fear of losing relevance, reliance on tribal knowledge, or discomfort with new ways of working. The presenters stressed that change done with people outperforms change done to them. Leadership, communication, transparency, and shared vision are essential to building trust and adoption.
Takeaway 5: Phased Deployment Builds Confidence and ROI
Rather than approaching automation as one large project, Significans Automation works in phases. This allows teams to see visible wins, test deliverables, build internal champions, and measure ROI before moving further.
The presenters also discussed practical starting points, including preflight strategies, web-to-print workflows, and predictable repeat work that fits an 80 over 20 approach. In this model, automation handles the predictable work while people focus on exceptions, complex jobs, and higher-value decisions.
Continuing the Conversation
The session showed that real automation deployment is not about replacing judgment, experience, or people. It is about aligning vision, process, systems, and culture so print businesses can reduce friction, improve consistency, and prepare for future growth.
For companies exploring automation, the message was practical and timely: start with discovery, understand the current state, define the future state, and build a roadmap that people can adopt.
Watch the recording here: https://youtu.be/c1c8455shQI
