Special Report
AI is becoming a strategic ally in the T shirt printing business
Artificial intelligence and the T shirt business in Europe: Not a trend, but a strategic ally
In an increasingly fragmented and competitive European market, artificial intelligence is no longer a futuristic notion it has become a strategic asset. Beppe Quaglia, CEO and president of Virus Inks, reports.
F
rom small artisan workshops to industrial textile printing labs, new technologies are rewriting the rules of the game. But how can AI, and specifically tools like ChatGPT, truly make a difference in the day-to-day operations of a small or medium-sized T shirt printing business?
The answer is less obvious than it may seem. In Europe, where the entrepreneurial landscape is dominated by SMEs with limited resources but high specialisation, the adoption of AI tools does not follow the US model. It
| 16 | August 2025
requires cultural adaptation, regulatory compliance, and a deep understanding of local dynamics. In this article, I explore how artificial intelligence can be integrated in a useful, ethical, and sustainable way into the European T shirt business, with a focus on customisation, time and resource management, workflow automation, and omnichannel marketing.
Beyond productivity: AI as a catalyst for relationships In Europe, craftsmanship remains a distinguishing strength. Despite the rise
of automation, European customers still value human interaction, attention to detail, and the story behind the product. In this context, AI is not a replacement, but rather an amplifier of human skills.
Tools like ChatGPT can:
• Automatically respond to quote requests via email in multiple languages (e.g., Italian, French, German), adapting to local markets.
• Generate intelligent replies for demanding clients, maintaining a tone consistent with the brand. • Handle overnight customer service
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