Date: June 12, 2026

Duration: 49:35

Most print and promo pros don’t realize how rapidly AI is reshaping their industry, and missing this shift could leave you behind. But the truth is, AI isn’t here to replace human touch — it’s here to amplify your speed, improve customer experience, and make your business more competitive. If you feel overwhelmed by the sheer number of platforms and options, this episode is your shortcut to clarity when it comes to AI in print and promo.

Marshall Atkinson, Atkinson Consulting and Shirt Lab, shares how he dove in early, using AI to streamline operations and craft workflows that solve real problems. Ali Banholzer, owner of Wear Your Spirit Warehouse, breaks down practical ways print and promo businesses can implement AI, like automating quotes, tracking follow-ups, and even coding custom tools.

You’ll discover how to start small with AI prompts, the importance of iteration over one-and-done expectations, and why bad data means bad decisions even with AI. We break down key misconceptions — AI isn’t magic, and it definitely isn’t replacing human relationships. And heads up! Marshall and Ali’s upcoming 2026 Shirt Lab AI Summit offers a full day of actionable strategies that you can implement starting tomorrow. 

Industry Headlines

Branding Together June 2026 Time Stamps

  • 02:25 – Headlines in the Print and Promo Industry
  • 09:51 – AI Discussion: Benefits, Fears, and Ethical Considerations
  • 11:31 – The Importance of Maintaining Human Voice and Critical Thinking
  • 14:01 – Practical Ways to Initiate AI Use: Storytelling, Customer Engagement, Automation
  • 18:46 – Diving into AI with Marshall Atkinson and Ali Banholzer of Shirt Lab
  • 21:56 – AI Starter Tips for Apparel Decorators
  • 25:11 – Debunking Some AI Misconceptions: Don’t Treat it as a Search Engine
  • 28:20 – Rundown of the Shirt Lab Virtual Summit
  • 45:54 – Episode Wrap-up Game: This or That Summer Edition

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