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As Xerox accelerates its Reinvention strategy, Hubert Soviche, President of the Global Production Group at Xerox, outlines how automation, AI-driven workflows, embellishment innovation, and hyper-personalisation are shaping the next era of production print across MENA and beyond.
Q: What are your main objectives for exhibiting at Gulf Print & Pack this year?
Xerox’s presence at Gulf Print & Pack reflects the company’s commitment to helping print providers navigate a period of intense transformation. Through its Reinvention, Xerox is simplifying its operating model, optimizing its product portfolio, and intensifying its focus on client‑centricity — all with the goal of enabling print operations to work more efficiently, profitably, and intelligently.
At this year’s show, Xerox’s main objectives include:
- Showcasing the next generation of production print innovation, centered on the new Xerox® Proficio™ Production Series, the Xerox® Iridesse® Production Press, and the Xerox® PrimeLink® B & C Series.
- Demonstrating workflow automation and AI‑assisted production intelligence, leveraging the full suite of solutions, including predictive automation, pre‑press optimization, and smart finishing orchestration.
- Highlighting hyper‑personalization and omnichannel campaign capabilities powered by XMPie®, enabling providers to expand beyond print into experience‑driven, data‑activated communications.
Ultimately, Xerox’s goal is to help production clients unlock growth by entering new markets, improving profitability, and future‑proofing their operations against increasing market volatility.
Q: Which new technologies or solutions are you most excited to showcase, and why are they particularly relevant in today’s market?
Xerox® Proficio™ Production Series
The cornerstone of Xerox’s exhibit is the Proficio platform, representing the company’s next era of production printing. Designed to “make progress, advance, and succeed,” Proficio integrates advanced imaging, automation, AI‑assisted intelligence, and Beyond CMYK embellishment options into a cohesive system that drives measurable performance and profitability.
Xerox® Iridesse® Production Press
A flagship in premium enhancement, Iridesse continues to lead the market with inline metallics, fluorescents, clear, and white embellishments - capabilities that empower providers to deliver high‑impact applications with premium margins.
Xerox® PrimeLink® B & C Series
The PrimeLink family offers unmatched versatility for entry‑level and mid‑production environments. Its strength lies in its flexibility—offering professional image quality, a wide range of supported media, and the scalability required to support growing businesses.
XMPie® Personalized Communications Suite
XMPie enables print providers to move upstream in the value chain—from producing static documents to orchestrating omnichannel, data‑driven campaigns. With XMPie, print services providers can expand into personalized marketing, customer engagement services, brand‑consistent multichannel execution, and highly tailored transactional communications.
FreeFlow® Workflow Automation Suite
The FreeFlow ecosystem brings together:
- Predictive AI for print
- Advanced pre‑press automation
- Intelligent scheduling & routing
- Smart finishing
- Workflow orchestration across mixed environments
These capabilities reduce manual touchpoints, accelerate turnaround times, and boost both operational efficiency and output consistency — critical in a market where customers want more customization delivered faster and more cost‑effectively.
Together, these technologies address today’s central market needs: short‑run flexibility, personalization at scale, superior embellishment, workflow intelligence, and seamless automation from file to finish.
Q: What key trends do you expect will dominate conversations at this year’s show?
Based on shifting client expectations and macro market dynamics, several themes are expected to define conversations at Gulf Print & Pack:
Print providers are prioritizing tools that enable data‑driven decision‑making, predictive automation, and streamlined job onboarding through integrated software ecosystems.
Embellishments—metallics, matte and gloss clear, fluorescents, white—continue to command premium pricing. Clients are hungry for output that differentiates, engages, and drives emotional impact.
Print services providers want to reduce waste, lower energy consumption, and optimize material usage. Xerox’s automation, predictive AI, and workflow tools help reduce reprints, manual errors, and unnecessary labor.
Brands now expect PSPs to deliver campaigns that blend print with digital touchpoints—a key value proposition of XMPie.
Clients are seeking unified ecosystems across pre‑press, press, and finishing — aligning well with the Xerox integrated production architecture and Reinvention.
Q: What specific opportunities are you seeing across the GCC and wider MENA print and packaging markets in 2026?
The GCC and broader MENA region offer strong growth opportunities fueled by:
- Rapid expansion of digital print in labels, packaging, décor, and short‑run commercial applications.
- E‑commerce‑driven demand for personalized and versioned packaging.
- Government‑led economic diversification, driving investment in manufacturing, retail, and logistics — all high‑print‑consumption sectors.
- A maturing marketing services ecosystem, where print services providers can evolve into multi‑service providers through platforms like XMPie.
- A growing appetite for workflow automation, as providers address labor shortages and rising expectations for turnaround speed.
Xerox’s broad production portfolio — from PrimeLink to Proficio to Iridesse — positions the company to serve all segments of this rapidly evolving market.
Q: From a strategic perspective, what are your company’s priorities for the next 12–24 months?
Through Reinvention, Xerox has evolved from print to enable a software-driven, service-led approach to improving clients’ business outcomes. At the end of 2025, we confirmed completion of every strategic milestone on our roadmap. The team’s focus turns to positively impact on our clients and business. Examples of that include:
Strengthening the Production Print Business
Accelerating Automation & Intelligent Services - Xerox will continue expanding automation across service delivery, production print workflows, and digital transformation offerings through FreeFlow, XMPie, and Capture & Content Services.
Scaling Digital Services and IT Services - With growing demand for cloud, collaboration, security, and hybrid workplace technology, Xerox is accelerating investments in IT solutions and digital workflow automation.
Leveraging AI for Operational & Client Impact - AI will power predictive maintenance, personalized communication, intelligent document processing, and new solutions that redefine productivity for both Xerox and its clients.
Driving Simplicity, Efficiency, and Sustainable Growth - With a simplified operating model, optimized portfolio, and more streamlined pricing and go‑to‑market approach, Xerox aims to return to profitability while reinvesting in its highest‑value growth areas.
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