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GPP 2026

Xerox accelerates intelligent

production with Proficio, AI & more

A Soviche, President at Xerox for Global Production Group,
s Xerox accelerates its Reinvention strategy, Hubert

outlines how automation, AI‑driven workflows, embellish‑
ment 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 com‑
mitment to helping print providers navigate a period of intense trans‑
formation.
Through its Reinvention, Xerox is simplifying its operating model,
optimizing its product portfolio, and intensifying its focus on cli‑
ent‑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 Hubert Soviche, President at Xerox for Global Production Group
automation, pre‑press optimization, and smart finishing orchestra‑ The PrimeLink family offers unmatched versatility for entry‑level and
tion.
‑ Highlighting hyper‑personalization and omnichannel campaign mid‑production environments. Its strength lies in its flexibility—offering
capabilities powered by XMPie®, enabling providers to expand beyond professional image quality, a wide range of supported media, and the scal‑
print into experience‑driven, data‑activated communications. ability required to support growing businesses.
Ultimately, Xerox’s goal is to help production clients unlock growth XMPie® Personalized Communications Suite
by entering new markets, improving profitability, and future‑proofing XMPie enables print providers to move upstream in the value chain—
their operations against increasing market volatility. from producing static documents to orchestrating omnichannel,
data‑driven campaigns. With XMPie, print services providers can expand
Q: Which new technologies or solutions are you most excited into personalized marketing, customer engagement services, brand‑con‑
to showcase, and why are they particularly relevant in today’s sistent multichannel execution, and highly tailored transactional commu‑
market?
nications.
Xerox® Proficio™ Production Series FreeFlow® Workflow Automation Suite
The cornerstone of Xerox’s exhibit is the Proficio platform, repre‑ The FreeFlow ecosystem brings together: Predictive AI for print,
senting the company’s next era of production printing. Designed to Advanced pre‑press automation, Intelligent scheduling & routing, Smart
“make progress, advance, and succeed,” Proficio integrates advanced finishing and Workflow orchestration across mixed environments.
imaging, automation, AI‑assisted intelligence, and Beyond CMYK
embellishment options into a cohesive system that drives measurable These capabilities reduce manual touchpoints, accelerate turnaround
performance and profitability. times, and boost both operational efficiency and output consistency, criti‑
cal in a market where customers want more customization delivered
Xerox® Iridesse® Production Press faster and more cost‑effectively. Together, these technologies address
A flagship in premium enhancement, Iridesse continues to lead the today’s central market needs: short‑run flexibility, personalization at
market with inline metallics, fluorescents, clear, and white embellish‑ scale, superior embellishment, workflow intelligence, and seamless auto‑
ments ‑ capabilities that empower providers to deliver high‑impact mation from file to finish. Through Reinvention, Xerox has evolved from
applications with premium margins. print to enable a software‑driven, service‑led approach to improving clients’
Xerox® PrimeLink® B & C Series business outcomes.

www.printweekmena.com March 2026 PrintWeek MENA 09