From Pulp to Pixels: How AI Is Shaping the Next Era of the Paper Trade Industry

As we progress into the second quarter of the year, moving past challenges that have recently defined the paper industry, the focus sharpens on the promising innovations already shaping a brighter and smoother path forward. To no one’s surprise, artificial intelligence (AI) emerges as a pivotal force and talking point. We sat down with Courtney Enser, vice president of sales at Millcraft, for a post-2024 Paper Distribution Conference (PDC) interview. Enser shared her insights on how AI is set to make a lasting impact in the paper trade industry.

Harnessing AI for Business Expansion and Innovation

Enser began the discussion by reflecting on her experience at the PDC Conference, particularly during a presentation on AI by the distribution strategy group, during which she stood up to add her own observations of the technology. “One of the reasons why I stood up was I felt as though what he showed was more along the lines of all the possibilities and all the things that can happen and everything that can be done," Enser said. This presentation, while impressive, seemed tailored more to tech giants than to the traditional paper industry. Enser emphasized the importance of making AI relatable and accessible to businesses rooted in longstanding practices.

Enser advocates for using AI as a practical tool to simplify daily tasks and strategic decisions. "It’s basically like having a mini assistant," Enser explained, illustrating AI’s utility in generating job descriptions, brainstorming KPIs and even strategizing market expansions. AI's ability to serve as a starting point for creativity and problem-solving is a key aspect of its integration into business operations.

Addressing Workforce Challenges with AI

The aging workforce and recruitment challenges are significant concerns within the paper industry. Enser sees AI as a crucial support system, augmenting human efforts where needed most. "It's going to be a while, but the reality is, we don't have enough people," Enser noted. By automating routine tasks and enhancing job functions, AI can alleviate the pressures on an overstretched workforce, allowing human employees to focus on more complex and creative tasks.

Optimizing Business Processes Through AI

Enser expressed particular enthusiasm for a new system called "global order promising" in the upcoming V 365 platform, which automates the order fulfillment process. "It's basically allowing the order to go all the way through if someone orders online to the warehouse with a ticket with no one touching it or looking at it," Enser explained. This level of automation not only boosts efficiency but also enables staff to dedicate more time to customer service and strategic business initiatives.

Enhancing Sales and Marketing with AI

In sales and marketing, Enser highlighted AI’s potential to enrich the "people element" of business. AI tools, such as chatbots and content generation software, are used to handle repetitive tasks, thereby enhancing team productivity and allowing for deeper customer engagement. "You trust your team members, you trust their authenticity and that they know their stuff," Enser said, underscoring the importance of personal touch in customer relationships.

Conclusion

Enser provided profound insights into how AI is not only relevant but also essential for the future of the paper industry. This perspective sheds light on AI’s role as a facilitator of growth and innovation, making it clear that embracing this technology is crucial for adapting to the changing times. "It’s just like another tool that can help you look at different parts of your business and decide what you will or won't take an implement now versus two years versus five years," Enser summarized, looking to the future with optimism and strategic intent.