For years, the paper was advertised as “doomed.” Smartphones, tablets, social networks and now artificial intelligence: everything seemed to be pushing towards a 100% digital world. And yet, in France, paper resists. Flyers, brochures, catalogs or annual reports have not disappeared. They reinvent themselves. And, surprisingly, artificial intelligence is helping them catch their breath.
Paper: a guarantee of confidence
The French continue to trust paper. A Two Sides France 2024 study shows that 82% of French people trust printed information more than its digital equivalent. For what ? Because reading on paper captures attention differently. Memory works better. Comprehension too, especially for complex information.
For a company, this translates into concrete results. A brochure, annual report or catalog can stay in the reader’s hands much longer than an email or digital ad. Paper creates a lasting bond.
AI: more than a tool, an ally
If some people thought that AI was going to kill paper, they were wrong. Today, artificial intelligence is transforming the creation of printed media. According to Adobe Creative Trends 2025, 64% of communication professionals in France are already using AI to create visuals and editorial content, including for printing.
With AI, we can:
- automatically generate texts adapted to each audience,
- create optimized visuals and layouts,
- personalize brochures and mailings according to the customer profile,
- analyze performance to improve future campaigns.
The paper thus becomes more dynamic, more intelligent, and above all more relevant.
Personalized paper: an effective weapon
Personalization is the key word. According to Keypoint Intelligence 2024, personalized printed materials generate a 35% higher response rate compared to standardized formats.
Let’s take the example of a French retail brand: each customer receives a catalog adapted to their tastes and their previous purchases. Result ? Attention is captured, the reading rate increases, and sales follow. Paper ceases to be generic and becomes a real strategic tool.
The winning duo: paper and digital
Paper is not the enemy of digital. On the contrary. Hybrid campaigns, which combine print and digital channels, work best. A Harvard Business Review 2024 study shows that this type of campaign increases engagement by 24% on average compared to digital-only campaigns.
AI plays an essential role: it identifies the best time to send a catalog, triggers personalized impressions, and analyzes performance. The paper brings credibility and emotion. Digital, precision and speed. Together they are more effective.
Paper tells stories
In a world saturated with digital content, paper makes the difference. A well-designed brochure, a polished annual report or an elegant poster say something. They touch each other, are preserved, and sometimes transmitted.
According to Ipsos France 2024, 65% of French people still associate paper with quality and seriousness, compared to 38% for digital. AI, by automating certain technical tasks, allows creatives to concentrate on the essential: the story, the emotion, the message.
Responsibility and environment
The ecological impact is a major concern. Here again, AI provides solutions. Optimization of formats, printing on demand, reduction of unnecessary volumes: ADEME estimates that these practices can reduce waste linked to printing by up to 30%.
And good news: more than 85% of the graphic paper used in France comes from sustainably managed forests and is recyclable. AI makes it possible to produce better, with less waste, and to respect the environment.
Strategic differentiation
In a world where digital invades everything, paper is becoming scarce. And this rarity makes it valuable. A Canada Post 2024 study shows that the average time spent on printed media is 20 to 30 minutes, compared to less than 2 minutes on an email or digital message.
This pause imposed by the paper captures attention and enhances the message. This is what makes it strategic.
Hybrid and human communication
Printed materials are not outdated. Enriched by AI, they become more targeted, more responsible and more impactful. Successful companies are those that combine digital and paper: digital for speed, paper for emotion and trust.
The future of communication in France will be hybrid, intelligent and deeply human. And in this equation, the paper has not said its last word.
