As senior vice president and head of product and engineering at Xerox, Terry Antinora sits at a crucial intersection of hardware and innovation, shaping strategies that impact both partners and clients.
What struck me throughout our conversation was just how much the industry continues to evolve — rapidly, yes, but also thoughtfully. From digital transformation and artificial intelligence to creative opportunities in embellishment, Antinora offers a pragmatic yet forward-looking approach to growth that seems tailored for both today’s pressures and tomorrow’s potential.
One of the first things we touched on was the sheer breadth of innovation currently shaping production print. Predictably, the transition to digital still dominates the conversation — it’s the umbrella trend under which almost everything else seems to live. Despite being discussed for over a decade, however, it’s still only a fraction of the overall production print market, which means the opportunity is massive. This makes it both a challenge and an advantage, as we’re living in a period rich with possibility, but with so much noise in the marketplace that vendors and resellers alike need to sharpen their strategic focus.
Under that digital transformation umbrella, certain themes are rising higher: automation, inkjet technology, and, increasingly, AI. Antinora emphasized how central AI has become — not just within Xerox product development but also in the questions clients are asking. There’s a shift toward operationalizing every part of the print environment, and AI is now deeply embedded in those efforts. From streamlining workflows to enabling human-in-the-loop efficiency, AI isn’t just part of the Xerox pitch — it’s threaded into the company’s DNA.
And it’s not just about flashy features. There’s a deeper philosophical shift happening, evident as Antinora spoke about the changing nature of reseller engagement. Resellers can no longer simply “sell the box.” The dealers succeeding today are those embracing consultative selling — offering full ecosystems of solutions that solve real business problems. That evolution opens doors for those previously limited to hardware-only conversations. It’s also a proving ground for how well manufacturers support their channel.
Another standout area we explored was embellishment, and what a fascinating space it’s becoming. Creativity and print have always gone hand in hand, but with next-gen embellishment technologies, the medium is finally catching up to the message. Yet, many partners still struggle to approach it effectively. Antinora acknowledged that, which is why Xerox is actively investing in frameworks like their Genesis Initiative — to support everything from design and application to pricing and sales enablement. Embellishment taps into that visceral side of print, triggering curiosity and delight — and that’s good for business.
Of course, talking about creativity can feel abstract unless it’s tied to practical results, and that’s where Printing United comes in. The tangible expression of an evolving two-part strategy will be on display: continue developing proprietary technology while deepening partnerships with high-quality OEMs that complement Xerox’s in-house strengths.
This brings us to the Kyocera partnership. It was clear from our conversation that this move is a linchpin in the company’s plan to re-enter the cut-sheet inkjet segment after previously scaling back its Baltoro line. Rather than simply refitting older models, Xerox is taking a more layered approach: collaborating with companies like Kyocera on proven equipment, then wrapping its own software ecosystem around that hardware to deliver a differentiated experience. It’s not about being everything to everyone — it’s about being smarter with where to build, where to partner, and how to bring complete solutions to market.
This ecosystem-first mindset became a core theme as we chatted. Internally, Xerox refers to it as “Triple Ai” — Analytics, Automation, and Artificial Intelligence. It’s the guiding light behind the company’s development of workflow tools like Xerox FreeFlow Core, Vision, Connect, and XMPie. These technologies — many familiar to customers already — are getting new life thanks to deeper integration, smarter AI-enabled decision-making, and sustainability-driven automation like PredictPrint. PredictPrint exemplifies the strategy well: by simplifying press setup through AI and crowdsourced machine learning, the tool reduces waste and setup time significantly, to the point where “green button printing” is more than just a metaphor.
This is particularly timely as the workforce shifts. With experienced operators retiring and newcomers less familiar with complex press adjustments, automation becomes more than just an efficiency win — it’s an onboarding tool.
We also talked about what’s harder to see but just as important: channel development. A strong message emerged — this is a golden window for traditional office equipment dealers to expand into production print. With A3 office volumes declining and IT services posing a more complicated leap, production represents a natural, profitable extension for many resellers.
Of course, no current conversation about Xerox would be complete without examining the Lexmark acquisition. It’s official — and it’s significant. Antinora pulled back the curtain a bit, sharing how integration plans were in progress the moment regulations allowed. What’s most exciting for Xerox resellers isn’t just the potential scale, but how complementary the portfolios are: Lexmark’s A4 strength bridges Xerox’s A3 dominance. There’s very little duplication, which means the integration is more additive than cannibalistic. This merger is about building. And for the channel, that can mean better coverage and deeper category expertise.
Xerox also gains a major footprint in Asia-Pacific, and with it, more flexibility to tailor regional channel strategies. That’s a big plus, especially as global demand for short-run, creative, and sustainable print continues to diversify. While the combined company’s final product roadmap will roll out over time, it’s clear from Antinora’s insight that the two businesses are aligning.
The takeaway is that Xerox isn’t trying to win the next product cycle. By doubling down on cost-effective, partnership-powered innovation and focusing on ecosystems rather than just boxes, the company is rewriting what it means to be a print technology leader.
As we wrapped up, Antinora told me he’s looking forward to Printing United as a chance to showcase just how much ground Xerox has covered — and what’s yet to come. From what I’ve seen, there’s no question that change is in the air. But it’s not just evolution — it’s acceleration. For resellers, creatives, and enterprise customers alike, this next wave of production print innovation seems equal parts practical, and technology infused. And that’s a combination worth paying attention to.
Patricia Ames
Patricia Ames is president and senior analyst for BPO Media, which publishes The Imaging Channel and Workflow magazines. As a market analyst and industry consultant, Ames has worked for prominent consulting firms including KPMG and has more than 15 years experience in the imaging industry covering technology and business sectors. Ames has lived and worked in the United States, Southeast Asia and Europe and enjoys being a part of a global industry and community.