Episode 287 - Rethinking AI: How Manufacturers Can Turn Hype into Real Productivity
In this episode of the FuturePrint Podcast, Marcus Timson speaks with David Rochholz, consultant at Netlight and keynote speaker at the AI for Industrial Print Conference at FuturePrint Industrial Print in Munich. With a background in computer science and machine learning, Roccholz helps some of Europe’s largest organisations turn AI from a vague concept into practical business value.
David explains how the evolution of AI — from early “big data” to today’s generative tools — has created both excitement and confusion. His core message is clear: before thinking about AI technology, companies must first understand their value chain. Only by examining the specific steps that create value can organisations identify where AI can augment, automate or accelerate their workflows.
He shares real-world examples, including a case in aviation where AI dramatically improved aircraft ground-time planning. The human stayed in control, while AI acted as an “exoskeleton” that amplified human performance rather than replacing it.
For industrial print, David argues the applications are vast: job classification, production scheduling, workflow optimisation, data clean-up, error detection and more. But AI also reveals uncomfortable truths about digital maturity. If data is inconsistent or fragmented, AI will expose the flaws instantly.
He also tackles the common misconception that AI simply removes jobs. Instead, he says, AI removes repetitive tasks — freeing people to focus on creativity, innovation and problem-solving.
For those beginning their AI journey, David recommends something simple: start experimenting. Play with ChatGPT, try tools like Lovable, observe the possibilities, and then begin imagining what happens when such tools are fed your company’s data automatically.
This is a grounded, practical, and inspiring conversation that sets the stage for David’s talk in Munich — and a must-listen for anyone serious about AI’s impact on manufacturing.
FuturePrint Events:
FuturePrint TECH: Industrial Print: 21-22 January '26, Munich, Germany