Marketing Advice
AI in garment decoration: Start with the jobs you keep putting off
AI has come a long way from its inception, with so many using it in their daily lives. But how can you use it for your business? Colin Sinclair McDermott, aka The Online Print Coach, has some thoughts.
H
ow much of your working day is actually spent doing the things that make your business money? I’d be willing to bet it’s nowhere near as much as
you’d like.
Instead, you’re probably chasing artwork, answering customer enquiries, preparing quotes, following up with customers who’ve gone quiet and dealing with the countless interruptions that come with running a business. We spend so much time talking about what AI might mean for the future of our industry that I think we’re overlooking something far more important; how can it help us?
Stop wasting time on incomplete enquiries We’ve all had them. A customer emails asking for a price for 50 embroidered polo shirts.
Great! Except they’ve forgotten to mention sizes, garment preferences, logo requirements or when they need them. So begins the inevitable game of email tennis. AI can help you create enquiry checklists, draft responses requesting missing information or develop forms that encourage customers to provide everything you need the first time. It can also help explain the differences between embroidery, screen printing, DTG and DTF in language customers actually understand.
Obviously, AI doesn’t suddenly become a garment decoration expert. But it reduces unnecessary communication and helps you quote more efficiently.
How much money is sitting in your unanswered quotes?
How many quotations have you sent in the past month that you’ve never followed up on, and how much potential business does that represent?
I regularly speak with garment decoration businesses who tell me they need more customers, yet when we examine their sales processes, there’s often plenty of opportunity sitting right under their noses. Quotes have been sent, customers haven’t responded, and nobody has followed up, usually because everyone’s too busy.
AI can help draft personalised follow-up messages for different customers, whether that’s a school ordering leavers’ hoodies or a construction company purchasing workwear.
| 20 | November 2026
A quotation isn’t a sale. It’s an opportunity to start a conversation.
One of my biggest frustrations when looking at websites is how similar they all sound.
“We offer high-quality printing, competitive prices and excellent customer service.”
Wonderful. So does everyone else. What makes your business different? What do you know that could genuinely help? Think about the questions you’re asked every day.
What’s the best decoration method for workwear? Why does artwork need preparing differently for different processes? What should businesses consider when ordering uniforms? You already know the answers. AI can help turn that knowledge into LinkedIn posts, customer emails or website articles. Record a quick voice note explaining something you’ve dealt with that day and ask AI to help organise your thoughts. Just don’t let it replace your personality. Nobody needs another generic AI-generated article telling them branded clothing is great for promoting their business. They need your experience, knowledge and perspective.
Get those processes out of your head
Something I’ve noticed over my years working with print businesses is how dependent many are on the knowledge of one or two individuals. Quite often, that’s the owner. They’re the person who knows how everything works, what happens next and how to deal with problems. But what happens when they’re not there? AI can help you document everyday processes, from artwork approvals and order handovers to garment checks and dispatch procedures. Explain how you currently do something and ask AI to turn it into a step-by-step checklist. Where should you start?
My advice is simple. Don’t start by asking what AI can do. Start by asking what your business needs help with. Look at the tasks that frustrate you, consume too much time or never seem to get done. Pick one. Explore how AI could help. Measure whether it saves time or improves the result. If it works, build on it. I genuinely believe AI can transform how garment decoration businesses operate, particularly smaller businesses where everyone is juggling multiple responsibilities.
The businesses that win won’t necessarily be those using the most AI tools. They’ll be the businesses that get smartest about where and how they use them.
www.printwearandpromotion.co.uk
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