The Impact of AI Adoption on Value Chain Innovation and Market Competitiveness in the Printing Industry: A Case Study of HP Inc

HP Inc. has strategically adopted AI technology to drive value chain innovation in the printing industry, enhancing market competitiveness by achieving sustainability, improving customer satisfaction, and transitioning from a hardware-focused to a SaaS-based business model. The printing industry faces complex challenges due to digital transformation, including declining physical print demand, increasing sustainability requirements, and intensified market competition. These changes have exposed the limitations of traditional hardware-centric business models and highlighted the need for new value creation and revenue model transformation. This study analyzes how AI technology contributes to value chain innovation and market competitiveness in the printing industry, focusing on the case of HP Inc. HP has maximized operational efficiency through AI-based printing solutions and transitioned from a hardware sales-driven model to a SaaS (Software-as-a-Service) model. AI enables real-time printer monitoring and predictive maintenance, minimizing downtime and reducing maintenance costs. Simultaneously, AI minimizes energy consumption and optimizes ink and paper usage, creating an eco-friendlier printing environment. HP’s AI adoption has also significantly improved user experience through personalized settings and layout optimization.