Personalisation experience reaches new heights as it confirms inaugural smarthub feature

FESPA has confirmed the introduction of its new inaugural SmartHub feature, taking place within Personalisation Experience 2025 from 6-9 May 2025 at the Messe Berlin, Germany.

The SmartHub will comprise a series of expert-led conference sessions and a Smart Factory Trail.

The new feature will highlight the importance of using the latest technologies and software across a range of disciplines, to reduce waste and increase operational efficiency, while leveraging the benefits of digital production methods.

Smart Factory Trail

By participating in the Smart Factory Trail, via the FESPA App and QR codes within the exhibition, visitors will be able to explore all the highlighted exhibitors across the three co-located shows in Berlin offering personalization solutions and intelligent manufacturing technologies, from software, to on-demand printing solutions.

SmartHub Conference Programme

The free-to-attend SmartHub Conference will take place throughout the first three days of the expo and will be delivered in English. Located in Hall 5.2, Stand A55, sessions will be moderated by Frank Tueckmantel and will include talks from experts on their experiences of personalization and smart production, its importance within marketing and how speciality printers can benefit from investing in customization-enabling solutions. Speakers will also explore the power of personalization across areas such as textile and packaging, and will dive deeper into the current trends impacting customization.

Confirmed sessions, include:

• Mass Customisation in the Age of AI: From bespoke products to algorithmic design. Here, Frank Piller from the RWTH Aachen University, will highlight the evolution of mass customization and the transformative power of AI. Attendees will discover how AI-driven personalization, smart customization and generative AI enable companies to customize products and services like never before. The talk will offer a forward-looking glimpse into the world of personalized products and services, emphasizing the importance of strategic integration to unlock the full potential of AI in mass customization.
• RSPCA: Data-driven marketing for greater impact. In this session Charlie Stewart, Development Lead at Ebi, Tom Ridges, CEO at Herdify, and Ben Briggs, Managing Partner at Join the Dots, will look at how charities are turning to data-led strategies to maximize their impact, and explore how behavioural insights can refine audience targeting and improve marketing efficiency. Focusing on the RSPCA’s Christmas campaign, Charlie, Tom and Ben will demonstrate how optimizing past responder data, testing different formats and using localized messaging led to an 80% increase in donor acquisition and a 54% reduction in cost per donation.
• The Power of Personalisation: Transforming corrugated packaging with right-sized, on-demand digital printing. In this session, Kerry Sanders, VP Market & New Business Development at EFI, will explain how digital printing technology can empower PSPs and packaging professionals to meet the evolving demands of their customers. The session will explore why personalization matters, the benefits of variable data printing and new revenue streams through customization.

Panel Sessions

In addition to the speaker sessions, a number of panel discussions will also take place across the event, including those led by FESPA’s Textile Ambassador, Debbie McKeegan, focusing on smart manufacturing. Panel sessions include:

• The Rise of B2B in Print On-Demand: Mastering personalization to drive growth. This panel discussion will feature Rusty Pepper, Head of Global Markets & Partnerships at Taylor OnDemand; Hans Scheffer, CEO & Co-Founder at HelloPrint; and James Old, CEO & Co-Founder at Prodigi Group. This session will take a deep dive into the evolving landscape of B2B print-on-demand and the fundamental differences between the European and US markets, the unique challenges businesses face in customization, and how brands, suppliers and resellers can adopt best practices for scaling personalized B2B solutions.
• How automation is impacting the future of textile production. In this session, David Sweetnam and Johnny Shell, Principal Analysts at Keypoint Intelligence will explore how automation is revolutionizing the way the apparel decoration industry operates, offering up greater efficiencies, faster turnaround times, higher-quality end product, and of course higher profit margins.
• When Less Makes More! Debbie McKeegan, FESPA Textile Ambassador. In the age of smart, efficient manufacturing, Debbie and guests will help attendees understand how doing less can yield more for your print business. This session explores the potential of the smart manufacturing, demonstrating how harnessing cutting-edge technology, streamlined operations, and sustainable practices will result in profitable production alongside reduce waste – thus delivering environmental stewardship and operational efficiency.

Click here to view the full SmartHub Conference programme.

Duncan MacOwan, Head of Marketing and Events, FESPA comments: “FESPA events provide the ability to hear and learn from visionaries on their experiences, which is why we’re delighted to host the SmartHub. Building on the success of the Personalisation Conference over the last two years, in 2025, we have extended the duration of the conference so it runs across three days of the exhibition, as well as making it free of charge to attend. As a result, this valuable opportunity is open to a wider audience of visitors, and we are confident they will find relevant sessions on the latest in personalization and smart production, as well as real-life examples and insight into how they can expand their personalization offering.”

Personalisation Experience 2025 visitors will also gain free access to its co-located events, FESPA Global Print Expo and European Sign Expo, where they can discover the latest solutions in the speciality print, signage and visual communications industries.