Guy Gecht, EFI's CEO, typically includes a thought leadership segment in his opening talk. In 2017, he put the industry on notice that artifice intelligence is almost upon us, with a convergence of technology and market demand that will bring this to mainstream in the foreseeable future. Artificial intelligence (AI) is a technology that will have an impact on the printing industry, and printing owners and managers should keep tabs on its progress, understanding both eh risks and the opportunities for their businesses. Color management works, and it has been available to designers and printers for more than 25 years. Why then do we still make mistakes in color reproduction?