Why Print is Back - using Modern Variable Data Printing (mVDP) - an indepth conversation with Jacob Aizikowitz. Effectiveness over Efficiency and agentic commerce. About hyperpersonalisation and its possibilities deploying Modern Variable Data Printing (mVDP). • Efficiency vs. Effectiveness Industry obsesses over workflow automation (efficiency) but often produces commodity output The true goal: produce effective content efficiently - not just automate poor output faster. The conversation centres on Modern Variable Data Printing (mVDP) — specifically the distinction between traditional/transactional standard VDP and “Modern VDP” and its untapped potential in direct mail, personalized print and the many opportunities for the broader print industry. Print Must Play by Digital’s Rules We live in omnichannel reality. Brands expect: • Timely touchpoints that reflect live data • Seamless integration between print and landing pages/apps • Personalization without production bottlenecks If print shows up late or rigid, it loses relevance. If it’s effective, efficient, and timely, it becomes a durable advantage —especially in hot segments like direct mail, labels, and packaging, where print can spark digital journeys (think QR-connected experiences). AI Lowers the Barriers — Scale Still Wins AI is reducing the creative burden: generating variants, content, and layouts faster than ever. But mass personalization still needs scalable production pipelines. Without modern VDP and standards-based output (e.g., PDF/VT), the “wow” of AI risks turning into operational delays. What Needs to Happen Next • Raise awareness: not all VDP technologies are equal, and choosing the right approach depends on the application (transactional vs. creative direct mail, packaging, etc.). • Educate the market: panels and cross-disciplinary dialogues (print, CXM/CCM, software, RIP/DFE vendors) can bridge the current “technology void” between great devices and great results. • Make effectiveness a KPI: measure relevance, engagement, and timeliness - not only cost-per-piece or pages-per-minute. The Bottom Line Modern VDP isn’t new - it’s a mature, proven path to make print dynamically relevant and commercially scalable. If you’re a PSP, brand, or agency, now is the time to align your print strategies with digital expectations: effective, efficient, timely. We’ll share Jacob’s upcoming paper on modern VDP as soon as it’s published, and we’re planning follow-up discussions to deepen this conversation. The future of print in the new world is bright - if we build it on effectiveness.
