Intergraf has revealed the winner and runners-up of the Intergraf Young Talent Award 2024, the company’s annual celebration of the pioneering ideas of young people in print. First place was awarded to Pien Haks from the Netherlands, Marcus Rasmussen from Denmark won second place, and Constança Barbosa Simões from Portugal won third place.
Established in 2017, the Intergraf Young Talent Award was created to provide a platform for the voices of the next generation of print professionals, encouraging innovative thinking while ensuring that print remains attractive to future generations. Each year, a panel of experts selects the top three submissions that showcase innovative ideas and creative options.
This year’s Award’s focus was on Artificial intelligence. Candidates were invited to respond to the following question: ‘How might artificial intelligence affect the print industry, and what are the associated risks and opportunities?’
The first-place winner of Intergraf’s Young Talent Award 2024, Ms Haks stated that ‘AI will continue to transform the graphic sector and that it will be ‘driven by efficiency and cost savings.’
She added, ’Administrative and creative professions will be the first to experience AI integration, automating tasks. The impact on production will initially be limited, depending on companies’ readiness to upgrade machines, although newer models may incorporate AI functionalities. The most significant changes are currently occurring in content creation, where imagination is the only limit. However, it’s important to note that AI serves as a tool, with ethics originating from humans. European regulations play a crucial role in managing potential excesses.’
This year’s second-place winner, Marcus Rasmussen, highlighted the transformative potential of AI applications across various aspects of the graphic industry in his submission. He emphasised AI’s benefits for operational efficiency, supply chain optimisation, and user interaction while acknowledging challenges like initial costs, technology dependence, data security, and obsolescence risk. Despite these, Mr Rasmussen advocated for strategic planning and adaptation to capitalise on AI’s benefits while mitigating risks. Mr Rassmussen proposed adopting a balanced strategy stating, ‘Businesses could effectively use AI to enhance efficiency, innovation, and competitiveness, all while prioritising environmental responsibility.’
The winner of third place, Constança Barbosa Simões, underscored, ‘AI will never be independent in the graphic industry. Graphic arts are a form of art that requires intuition and human essence. AI is limited as it is created by human beings. AI innovation stops when human innovation ceases. The future depends on balancing AI with human intelligence, not struggling to see which is better, but bringing them together to make the print industry stronger.’
