American Solutions for Business announced that Taylor Borst has been promoted to Vice President of Vendor Relations, Marketing, and Events and Dana Zezzo will be transitioning to Vice President of Strategic Growth and will remain a member of the senior leadership team.

Since joining the company, Borst has held various roles from Strategic Operations Support Specialist to Senior Director of Marketing & Vendor Relations. President Justin Zavadil remarked, “Taylor has made our organization better every day and contributes greatly to our presence in the industry. Her  expertise, work ethic, attitude, and relationships will continue to improve ASB, and she’ll be a fantastic addition to our Senior Leadership Team.”

“I'm honored to step into this position and can't wait for what's ahead,” says Borst. “Over the last six and a half years, I've learned so much from Dana's direction and mentorship, and I’m thrilled we get to continue our collaboration and growth in this next stage. I’m proud to continue serving our sales associates, support teams, home office, and vendor partners. This wouldn’t be possible without our talented team, who works hard every day to ensure impact is the best in the market.”

Since joining ASB in 2018, Zezzo has led vendor relations, marketing, and events as Vice President, while recently having direct involvement in new initiatives such as Canadian Solutions for Business, global expansion projects, and ASB Athletics. This transition will allow him to dedicate more focus to these initiatives. “ASB has dramatically improved since Dana joined,” says Zavadil. “Much of that has been because of his dedication. I have complete confidence in him making the same type of impact as we grow in new ways.”

“I’m excited to embrace this new role and focus on driving strategic initiatives that support ASB’s growth,” says Zezzo. “The progress we’ve made is a direct result of the dedication and teamwork across ASB. This position provides an incredible opportunity to build on that momentum, explore new possibilities, and strengthen our efforts in key areas. I’m also thrilled to see Taylor step into her new role on the Senior Leadership team, and I look forward to continued collaboration.”

Robert Paschal, fourth-generation owner and CEO of Warwick Publishing (PPAI 114154, Silver) – the No. 74 supplier in the PPAI 100 – passed away on Sunday, November 17, due to extensive health complications from kidney cancer. He was 69 years old.

Robert, along with his late brother Jim, late father Don and late Uncle John Paschal, grew the family business from a small newspaper company under the name Chronicle Publishing Company to the international promotional products supplier that Warwick has become today.

Working for Warwick for the past 47 years, he guided the company through multiple acquisitions, including Collector’s Gallery in Minnesota and Winthrop Atkins in Massachusetts, and led the firm’s complete transition out of the newspaper industry with the sale of that division to Shaw Media Group in 1989.

“Another sad time for the Warwick family,” says Phil Martin, national sales manager at Warwick. “I was blessed to have worked for and alongside Rob for 38 years. He was a mentor and friend who I will miss dearly. I smile at the thought of him and his brother, Jim, sharing laughs over a nice martini – very dry, of course.”

I smile at the thought of him and his brother, Jim, sharing laughs over a nice martini – very dry, of course.”

Phil Martin

National Sales Manager, Warwick Publishing

In January of 2020, Rob’s son Alex joined the business, marking the fifth generation of Paschals to be involved in the day-to-day operations of Warwick. In July of 2021, Alex assumed the role of president upon the passing of his Uncle Jim. With Rob’s passing, Alex – a 2023 PPAI Rising Star – will be assuming full ownership of Warwick and the CEO position of the company in January of 2025.

“My father was truly remarkable, and his presence will be deeply missed in the halls of our business,” says Alex. “I had the privilege of working alongside my father for almost 5 years. His demeanor and treatment of our people was a major reason why so many chose to stay at Warwick for a majority of, and in some cases all of, their entire career. While my father, best friend and business partner’s legacy and impact on our company will live on, he will be sorely missed.”

My father was truly remarkable, and his presence will be deeply missed in the halls of our business.”

Alex Paschal

President, Warwick Publishing

Robert is survived by his son Alex; cousins Jane (Bob) Burns, Paul (Cindi) Paschal and Cecilia Paschal; and in-laws Kim Paschal, Cindy and Jeff Thomas and Carole Fleck.

A visitation for Robert will take place on Tuesday, December 3 from 3-6 p.m. at Yurs Funeral Home in St. Charles, Illinois, at 405 E Main St. A private family burial will be taking place at Union Cemetery in St. Charles.

Donations in Rob’s memory can be made to The First Tee.

Written by: John Corrigan

Published with Permission from: PPAI

Goldstar (PPAI 114031, Platinum), PPAI 100’s No. 16 supplier, has announced plans to unveil a new brand identity at the beginning of next year. The Tennessee-based company plans to reveal the rebrand at The PPAI Expo 2025 in Las Vegas and the PSI Show in Europe.

The revamp is expected to kick off a new era of thoughtful design and customer-focused innovation, while simultaneously elevating Goldstar’s mission to provide products that truly resonate with today’s values, the company says.

“This rebrand is much more than a fresh look, it’s the beginning of an exciting new chapter for Goldstar,” says Heather Smartt, Goldstar’s global head. “As we continue to evolve and adapt to the changing needs of our industry and partners, this rebrand reflects our commitment to delivering amazing products, exceptional service, and complete transparency across the business.”

This rebrand is much more than a fresh look, it’s the beginning of an exciting new chapter for Goldstar.”

Heather Smartt

Global Head, Goldstar

A Year Of Changes

Goldstar announced changes to two top leadership positions this year.

An 18-year veteran in the promo industry, Smartt stepped into her new position in June after previously serving as the supplier’s global director of merchandising, product development and sustainability. She took the reins from Howard Cubberly, who joined the company over a decade ago and has since left.

The company announced in October that Keith Lofton would step in as vice president of national accounts. A 20-year industry veteran, Lofton had previously spent 12 years with Pro Towels, most recently serving as vice president of sales for PPAI 100’s No. 44 supplier.

Following last month’s acquisition of alphabroder, S&S Activewear (PPAI 256121, Platinum) has announced that Eric Levin will be overseeing a new division within the supplier.

• Levin has been assigned the role of GM of the Prime Line Hard Goods division, which is newly created by S&S Activewear.
• In 2023, alphabroder had hired Levin as EVP of hard goods strategy and growth. His area of focus will now be utilized within the larger umbrella of S&S.
  
  

S&S Activewear was ranked as the No. 5 supplier in PPAI 100 before its acquisition of alphabroder, which was ranked No. 2.

“I am incredibly grateful for the opportunity to lead the Prime Line Hard Goods division,” says Levin. “Throughout my career, I’ve gained valuable, first-hand experience within the hard goods and decorated apparel industries.”

Throughout my career, I’ve gained valuable, first-hand experience within the hard goods and decorated apparel industries.”

Eric Levin

GM, Prime Line Hard Goods, S&S Activewear

“That specialized knowledge developed into a unique ability to pinpoint areas prime for growth and improvement within the business and industry at large.”

Three Decades Of Experience

Levin will bring 33 years of experience in the promo industry and a deep knowledge of the hard goods sector. Having founded the company Jetline, which he successfully led through considerable growth, Levin has remained in the fold through a series of acquisitions.

• In 2015, Jetline was acquired by Prime Line.
• By 2017, Prime Line was acquired by alphabroder, which aimed to leverage the company into its hard goods division.
• Now, with alphabroder owned by S&S Activewear, Levin is once again tapped to oversee hard goods under a new company name.
  
  

“We’re excited for the future of the hard goods division with Eric at the helm,” says Frank Myers, CEO of S&S Activewear. “His expertise and strong customer relationships position us for significant growth in this new phase.”

We’re excited for the future of the hard goods division with Eric at the helm.”

Frank Myers

CEO, S&S Activewear

• A sales team focusing specifically on hard goods will report directly to Levin.

In October, PPAI Media spoke with various distributors in reaction to S&S Activewear’s acquisition of alphabroder.

Showdown Displays (PPAI 254687, Platinum) – the No. 8 supplier in the PPAI 100 – has announced that its customer care team has been awarded the prestigious Gold Medal for “Best Customer Service in the Contact Center World” for 2024.

• This marks the third consecutive time that the Brooklyn Center, Minnesota-based firm has received this award.

“Earning the Gold Medal for Best Customer Service on a global level for a third consecutive time is an incredible achievement,” says Jim Thomsen, vice president of customer care at Showdown Displays. “This award is a testament to the dedication and hard work of our team, who consistently go above and beyond to support our customers. We’re honored by this recognition and remain committed to setting high standards for service excellence.”

This award is a testament to the dedication and hard work of our team, who consistently go above and beyond to support our customers.”

Jim Thomsen

VP of Customer Care, Showdown Displays

The Contact Center World awards are presented by ContactCenterWorld to celebrate outstanding achievements in customer service, recognizing organizations and individuals who demonstrate superior innovation, exceptional customer experiences and service quality.

Written by: John Corrigan

Published with Permission from PPAI

After a week of work stoppage in Canadian ports in which workers went on strike at the Port of Montreal and were locked out of work in British Columbia, Labor Minister Steven MacKinnon has intervened, forcing the ports to reopen for fear of further economic damages.

• A significant portion of U.S. trade flows through Canada, and some slowdowns are still likely due to the time in which the ports were closed.
  
  

Powerstick.com CEO Nigel Harris had told PPAI Media that with both sides refusing to make progress, he hoped that the Canadian government would step in, which has ultimately come to fruition.

“The responsibility for these negotiations belongs to the parties alone, but the impacts are being borne by all Canadians,” MacKinnon stated in his reasoning for intervention.

What Are The Details?

In the big picture sense, the disputes at the heart of the work stoppages remain at the moment, but MacKinnon is assigning a third party to determine a resolution. Through Canada’s Industrial Relations Board (CIRB), he has invoked the following:

• Workers at ports on both Canadian coasts must return to their duties.
• CIRB will temporarily extend the unions’ existing collective bargaining agreement while a new deal is worked out.
• During that time, CIRB will serve as the third-party arbitrator in the negotiations between the ports and the unions. Once a determination is made, that arbitration will be binding for both sides.
  
  

Asif Bandeali, COO of Fairdeal, based out of Ontario, had told PPAI Media in the beginning stages of the work stoppages that the effects were “not anything serious at the moment,” but that a prolonged strike would create problems.

“If the strike goes on for weeks, then us and our distributors will be impacted much more,” Bandeali said.

He was seemingly speaking to fears that the Canadian government felt it could not afford to become a reality.

Written by: Jonny Auping

Published with Permission from PPAI

Geiger (PPAI 105182, Platinum) – the No. 5 distributor in the PPAI 100 – has announced that David Geiger will become president of the company, effective January 1, 2025.

• In the Lewiston, Maine-based company’s nearly 150-year history, he will be the sixth president and the fifth from the Geiger family to lead the organization.

“David brings a deep understanding of Geiger’s values and a progressive approach to our global operations,” says Jo-an Lantz, MAS, who will remain CEO of Geiger. “I’m proud to be his partner in this important next step for Geiger. His leadership will help steer our team, and brand, into the next chapter while staying true to our values and culture.”

David brings a deep understanding of Geiger’s values and a progressive approach to our global operations.”

Jo-an Lantz, MAS

CEO, Geiger

David’s Background

A 2024 PPAI Rising Star, David currently serves as vice president and general counsel, in which he’s responsible for overseeing all legal matters for the global organization, including mergers and acquisitions, contract negotiations, regulatory compliance, licensing and risk management.

• In addition, he oversees all of Geiger’s efforts on sustainability and social responsibility.
• To date, Geiger has been awarded an EcoVadis Gold in the United States, Platinum in the United Kingdom and Bronze in Germany.

“Geiger’s foundation is built on a legacy of family values and a commitment to our associates, independent sales representatives, clients and the communities we serve,” David says. “I’m honored to continue working alongside Jo-an Lantz, whose leadership has guided us into exciting new markets and record sales. I look forward to building on our vision as a family-owned, global brand.”

Beyond his corporate responsibilities, David serves as an integral part of Geiger’s executive team and board of directors. Actively engaged in community and industry endeavors, he contributes his expertise as a member of PPAI’s Product Responsibility Action Group, the Maine Institute of Family-Owned Business Executive Next Gen Peer Advisory Group and as a board member for St. Mary’s Health System and Vagabond Spirits Company.

“What a remarkable milestone this is for our family business,” says fourth-generation family member Gene Geiger, who serves as Geiger’s board chair. “Working with Jo-an and a superb management team, David is prepared to lead the company through its next era. I couldn’t be prouder of David or more optimistic about our future.”

Written by: John Corrigan

Published with Permission from PPAI

The U.S. supply chain was only granted about a month of relief after a three-day East Coast port strike that represented the largest shutdown of its kind in nearly a half century. Now, importers are facing the ramifications of a Canadian labor strike from the country’s east coast in Montreal to its west coast in British Columbia.

• The most recent strikes began Nov. 4 in Vancouver and Port of Prince Rupert, two of the largest ports on the Canadian west coast, resulting in a complete work stoppage at the ports.
• The week prior, a strike at the Port of Montreal – the country’s second largest port – has resulted in the port processing only 40% of volume.
• The ramifications of these strikes on the U.S. and promo supply chain are inevitable. About 20% of U.S. trade arrives through Vancouver and Prince Rupert ports alone, which are currently shut down. Approximately $800 million in trade flows through these ports every day.

In the ports of Vancouver and Port of Prince Rupert, the International Longshore and Warehouse Union (ILWU) Local 514 was previously working despite a contract that expired on March 31, 2023. More than 95% of union members voted in support of a strike. The British Columbia Maritime Employers Association has said that it locked out workers after ILWU issued a 72-hour strike notice.

• After negotiations between the two sides stalled with automation said to be a primary sticking point preventing resolution, talks are set to resume on Saturday, Vancouver Sun reported.

Promo Perspective

Long-term consequences of these Canadian port strikes on the overall North American promo supply chain will depend on how long the work stoppages continue. PPAI Media has been in contact with Canadian promo companies confirming they are already affected.

“[The strikes] absolutely are and will affect us, depending on how long it goes on for,” says Nigel Harris, CEO of PowerStick.com, PPAI 100’s No. 75 supplier. “With 40% of the Montreal port shut down and both BC ports now on strike, there is increasing pressure for this to be resolved. Along with all other Canadian importers who use BC ports for their incoming Asian shipments, we are anxious for an early resolution.

Unfortunately, there has been no movement in the past two days, so we fear both parties could be digging in their heels

Nigel Harris

CEO, PowerStick.com

“Unfortunately, there has been no movement in the past two days, so we fear both parties could be digging in their heels.”

Asif Bandeali, COO of Fairdeal, based out of Ontario, says that the supplier learned lessons from experiences related to COVID-19 to not rely on inventory that arrived “just in time,” but eventually the British Columbia strikes will take their toll.

“It’s not anything serious at the moment where orders are affected,” Bandeali says. “If the strike goes on for weeks, then us and our distributors will be impacted much more.”

If the strike goes on for weeks, then us and our distributors will be impacted much more.

Asif Bandeali

COO, Fairdeal

There are, of course, contingency plans, but, as things stand, they are not particularly promising.

“New containers leaving overseas would be rerouted to the U.S. or Eastern Canada depending on the situation at the time of shipping,” Bandeali says.

Both options currently have their own setbacks. Eastern Canada is dealing with the labor issues at the Port of Montreal, currently operating at 40% volume. Rerouting to the U.S. is plausible, but shipments were already rerouted to the ports along the West Coast of the U.S. in anticipation of the October 1 strike along the U.S. East Coast, leaving those West Coast ports congested to a degree that they have not fully recovered from.

“We are hopeful the government will intervene if the strike is prolonged,” Bandeali says.

This remains a possibility, but the Canadian government just watched President Biden refuse to act prior to the U.S. East Coast strike, which managed to reach resolution in three days without government intervention.

A Fragile And Fatigued Global Supply Chain

Speaking of those strikes along the U.S. East Coast only five weeks ago, the agreement that was reached to get those workers back on the ports primarily concerned wages. Like the Canadian strikes, automation remains a point of contention between the two sides. The unions sent their members back to work contingent on a 100-day pause of stoppage, which will end January 15. That means fears of another strike remain just around the corner.

These are just a few factors of a promo supply chain that continues to weather obstacles.

• Protests, violence, curfews and internet blackouts in Bangladesh caused massive disruptions for the apparel supply chain, as country had begun to establish itself as an alternative to China.
• Earlier this year, a Baltimore bridge collapse caused a temporary but major slowdown in parts of the East Coast supply chain.
• During his campaign, President Elect Donald Trump repeatedly called for a 60% tariff on all Chinese goods.
• Trump also recently suggested he would levy a 25% tariff on goods imported from Mexico.

Written by: Jonny Auping

Published with Permission from PPAI

Another record number of nominees have been considered, and PPAI judges have completed the difficult task of narrowing them down to 12.

This year, 220 submissions were made by promotional products pros, far surpassing the previous record of 170 set in 2023. Truly, the 2024 class emerged as the best of the best, joining almost 200 past recipients of the honor.

The 2024 PPAI Rising Stars have been selected for their achievements, leadership, volunteerism and potential for even greater impact in the years and decades to come. The same judging criteria in place since the program’s 2010 inception was used, except for the first time a true age limit was imposed. No candidates over age 40 were eligible.

In late September, the group was honored at PPAI’s Leadership Development Conference, which featured an Emerging Leaders educational track designed to arm the Rising Stars and their brightest contemporaries with skills to grow in the promo industry.

Many candidates received multiple nominations, including seven of this year’s honorees. Read on to meet the new class of Rising Stars.

Mikas Agarwal, 19
Chief Digital Officer, Akran Marketing

“At a young age, Mikas has been very active in the promotional products industry throughout North America. [He] spearheaded a tech overhaul from a legacy system to a modern tech stack and developed and created the Akran Gift Program, passing down supplier incentives to Akran clients.”

-Mark Graham, commonsku

Learn more about Agarwal.

Alex Bradley, 35
Territory Sales Manager, Vantage Apparel

“Alex is a Rising Star through his work ethic, commitment to his customers and the industry, and his ability to follow up. He is President of GAPPP. He has grown his territory every year, participated in LEAD in 2024 and LDW in 2021, 2022 and 2023. Recently, due to his success he was awarded with an increased territory. His professionalism, hustle and ability to connect impress me.”

-Brian Deissroth, Edwards Garment

Learn more about Bradley.

Lindsay Bons, 24
Senior Business Development Manager, IDLine

“She is constantly thinking about what’s next? This forward-thinking mentality is really how good things get done in today’s world. As we’ve all learned in our own careers, these are often difficult traits to teach or train; but we know them when we see them.”

-Christopher Duffy, Signature Group

Learn more about Bons.

Brittany Frase, 34
Vice President of Sales, Hirsch

“Her strategic focus on expanding the company’s national footprint through innovative marketing and sales initiatives has been pivotal in Hirsch’s growth. She has also played a crucial role in product development and establishing valuable brand partnerships, further enhancing the company’s market presence.”

-Malik Hemani, Graphic Stylus

Learn more about Frase.

David Geiger, 36
Vice President & General Counsel, Geiger

“Simply having your name on the building doesn’t equate to being valuable to the organization. It’s the dedication and effort that count. David Geiger exemplifies this through his commitment to the organization and its stakeholders. He consistently puts the company first, whether it’s through extensive travel to drive our ambitious M&A strategy, implementing health and wellness initiatives, or spearheading product safety efforts.”

-Stephanie Whitman, Geiger

Learn more about Geiger.

Jason Lipsett, 34
President, Charles River Apparel

“Jason has transformed Charles River Apparel’s company culture by initiating and leading quarterly town halls and team-bonding events. These efforts have improved transparency and communication, fostering a more inclusive and engaged workplace.”

-Maria Yaitanes, Charles River Apparel

Learn more about Lipsett.

Natalie O’Leary, 38
Business Development Director, BAMKO

“She is always posting about ideas for her clients to take from, and that to me is a prime example of growing the industry. Additionally, she’s impressed me by her ability to create relationships. Our relationship started with a cold email from myself. She didn’t have to engage, but she was open to learning what I had to say and committed to being creative.”

-Ben Drysdale, Raining Rose

Learn more about O’Leary.

Brian Roney, 30
Senior Director of Product Design, Proforma

“He has brought valuable insights into professionalism, management, go-to market strategies, and enhancing Proforma’s value proposition to the industry. Some examples include overseeing the rapid rise of ecommerce during the pandemic and successfully leading our internal efforts, doubling the size of the ecommerce team, enhancing service levels by 80% and creating new industry leading features and functions of Proforma’s ProStores platforms.”

-Jordan Sura, Proforma

Learn more about Roney.

Anthony St. Peter, 29
President, Stellar Lanyards

“He has taken a company from one order in 2021 to what it is today in only three short years. If you look online in the promotional products Facebook groups, Anthony is always mentioned when someone needs custom lanyards. His reputation is rapidly growing as a leader in the industry.”

-Erik Walasek, Stewart Promotional Products

Learn more about St. Peter.

Shivani Thapliyal, 27
Chief of Staff, CompanyStore.io

“Over the course of the past four years, under Shivani’s leadership, CompanyStore.io has grown its team, capabilities, solutions and business to a best-in-class provider within India. She ensures that her team is equipped with the knowledge, skills and tools that are required in the modern world of sales and customer service, providing the world’s leading brands and level of service that is unsurpassed within India.”

-Eric Janssen, Staples Promotional Products

Learn more about Thapliyal.

Andrew Titus, 27
President, Fully Promoted

“As a young president and the son of the CEO, Andrew faced a lot of headwinds related to preconceived notions of nepotism and doubts about his leadership capacity. However, Andrew quickly earned respect by presenting a clear vision and plan and inspiring the entire organization to execute it. He has proven to be a strong and decisive leader, well beyond his years, and has been highly instrumental in driving our success.”

-Kurt Tempelmeyer, Fully Promoted

Learn more about Titus.

Dominique Volker, 33
Vice President of Sales, Whitestone

“Dominique has been a star for years! She has spoken at industry events, skucamps and skucons. She was an ASI Sales Person of the Year finalist. She has helped integrate companies we’ve acquired. She has led our company from $1 million to $20 million in sales in her tenure. She is wise beyond her years, polished and experienced. She leads by example, manages with grace and has helped develop countless professionals in our industry.”

-Joseph Sommer, Whitestone

Learn more about Volker.

PPAI congratulates all the nominees and invites the industry to share in the celebration for the 2024 PPAI Rising Stars.

Published with Permission from PPAI

Most PPAI 100 companies are exploring artificial intelligence (AI) tools, signifying a new chapter in the promotional products industry’s digital transformation.

According to the latest data from PPAI Research, 92% of PPAI 100 suppliers and 87% of PPAI 100 distributors are engaging with AI in their business operations.  

• Suppliers report that AI is driving significant gains in marketing (74%), enhancing customer service (37%) and optimizing sales processes (28%).
• Distributors are also benefitting from using AI for marketing purposes (88%), followed by sales processes (36%) and customer service support (21%).

“Promo firms are betting big on AI to streamline operations and elevate customer experiences, with cost savings and revenue growth following close behind,” says Alok Bhat, market economist and research lead at PPAI.

Promo firms are betting big on AI to streamline operations and elevate customer experiences, with cost savings and revenue growth following close behind.”

Alok Bhat

Market Economist & Research Lead, PPAI

Challenges In AI Implementation

The majority of PPAI 100 suppliers (69%) and PPAI 100 distributors (65%) report that a lack of internal expertise is their most significant barrier to AI adoption.

“You won’t always find AI expertise within your technology team,” says Phil Gergen, chief information officer at Koozie Group, PPAI 100’s No. 9 supplier. “Talk to your team members to find out who is already using these tools on their own and how they are using them. If used correctly, AI can help any role in your organization be more efficient and successful.” 

If used correctly, AI can help any role in your organization be more efficient and successful.”

Phil Gergen

CIO, Koozie Group

Josh Gerads, brand manager at Crystal D, PPAI 100’s No. 88 supplier, compares AI to the California Gold Rush – everybody wants to get in on it.

“At the same time, everyone has a slightly different definition of what AI is, few organizations really know everything it can do and many lack the time or resources to learn how to use it for their benefit,” Gerads says.

Crystal D’s teams who focus on the customer experience, including sales and marketing, are currently exploring how technology like AI can make it easier to serve more customers. However, Gerads stresses that the St. Paul, Minnesota-based firm never wants to lose sight of the human aspect in the customer experience.

RELATED: AI’s Role In Promo Grows Despite Hurdles

“AI can increase job satisfaction and reduce turnover by creating efficiencies, but it can’t fully replace the human connection made between our Memory Makers and their customers,” Gerads says. “We take pride in the relationships we have with our customers, knowing them and their businesses well, and it’s something technology just can’t reproduce.”

Ken Leslie, president of IMAGEN, says that PPAI 100’s No. 84 distributor primarily uses AI to support content creation for marketing, including writing and editing emails, social media posts and creating outlines for presentations.

“There’s more that we could be doing to utilize AI tools, but while there are lots of resources available, the time it takes to both learn and implement them is a hindrance for our team,” Leslie says. “There are a couple of us on the IMAGEN team that are spending time each week keeping tabs on what is going on in the AI world, but internal expertise is a definite challenge for us.”  

There’s more that we could be doing to utilize AI tools, but…the time it takes to both learn and implement them is a hindrance for our team.”

Ken Leslie

President, IMAGEN

With limited bandwidth to dedicate to researching options, Michael Wolaver, founder and captain of Magellan Promotions, says that PPAI 100’s No. 94 distributor will be taking a pragmatic approach to implementing AI. 

“What we grapple with is, beyond using ChatGPT to help edit content, what are the areas that AI can help create efficiencies for our business? After all, AI will only really help our business if it helps solve challenges with real results,” Wolaver says.

• Half of suppliers report difficulties in integrating AI with existing systems, 31% express data privacy concerns, 22% claim employee resistance and 19% cite the high cost of AI technologies as other barriers to AI adoption.
• System integration issues (35%), employee resistance (27%) and data privacy concerns (27%) are also challenges for distributors.

“AI’s potential is undeniable, but firms are hitting roadblocks,” Bhat says. “Internal expertise and system integration stand out as the biggest hurdles to widespread adoption.”

Raul Rodriguez, CEO of Merch.ai, a startup business service provider aiming to help promo companies incorporate AI into their specific needs, feels that these growing pains will require a consolidated perspective on the clearest ways the technology can help the industry.

“We think AI will change the way everyone works, our industry included,” Rodriguez says. “However, there needs to be more AI tools built that are specific for the industry, easy to use, with not much training required and actually efficient. A tool that meets that criteria will get mass adoption.”

There needs to be more AI tools built that are specific for the industry, easy to use, with not much training required and actually efficient.”

Raul Rodriguez

CEO, Merch.ai

Potential AI Benefits For Suppliers

Over the next three years, 83% of PPAI 100 suppliers aim to use AI to increase operational efficiency and improve customer experience.

“As business costs continue to increase and labor becomes more challenging and expensive to secure, AI solutions are growing in importance,” says Matt Wagner, vice president of sales at Fields Manufacturing, PPAI 100’s No. 80 supplier. “They not only help improve efficiency and manage operational expenses, but also allow businesses to maintain the speed demanded in today’s marketplace.”

As business costs continue to increase and labor becomes more challenging and expensive to secure, AI solutions are growing in importance.”

Matt Wagner

VP of Sales, Fields Manufacturing

“As more early adopters emerge as experts and share their experiences,” Wagner adds, “it will become easier for those approaching AI with caution or limited expertise to understand and adopt these technologies.”

• Other goals for AI implementation amongst suppliers are cost reduction (58%), revenue growth (42%) and innovating new products or services (22%).

According to Chris Alfano, chief digital officer at Vantage Apparel – PPAI 100’s No. 12 supplier – AI’s biggest impact may have less to do with output and more about information gathering.

“The real potential lies in AI’s ability to provide powerful insights—whether it’s analyzing distributor behavior, understanding end-customer needs or identifying product and seasonal trends that can drive smarter decision-making,” says Alfano. “By not adopting AI-driven strategies, suppliers may fall behind competitors who are using these tools to enhance efficiency and customer understanding, which could eventually impact long-term profitability and market positioning.”

The real potential lies in AI’s ability to provide powerful insights.”

Chris Alfano

Chief Digital Officer, Vantage Apparel

Whatever the use, an intentional approach must be taken for such a broad technology, according to Gergen.

“Each team will use AI differently,” Gergen says. “The first step in integrating it into current systems is to consider practical problems that need fixing and then determine if AI is one of the tools that will allow for innovation and solutions to those challenges.”

More than three quarters (76%) of suppliers say AI has had no significant change in their workforce structure and nearly a quarter (24%) say they’re still assessing its long-term impact. Furthermore, while AI is starting to improve personalization, most suppliers (59%) have yet to see significant benefits.

Alfano was surprised to see that more than three-quarters of suppliers claimed the technology had not changed their workforce.

“It’s concerning that 75.7% of promotional product suppliers report no significant change in their workforce due to AI,” Alfano says. “This suggests a missed opportunity to leverage a tool that can transform efficiency and decision-making at every level.”

Still, Gergen does not see it as a tool to cut down on the workforce.

“I don’t see AI reducing the number of employees in our organizations,” Gergen says. “I believe it can create a more agile workforce that will expand our capabilities and offerings to our customers.”

RELATED: AI’s Impact On Promo: The Future Is Here

BoxUp, PPAI 100’s No. 84 supplier, is part of the roughly 8% of supplier respondents who said AI isn’t currently a focus.

“We don’t use AI for anything and don’t have a plan to in the near future,” says Jake Kitchell, enterprise sales manager at BoxUp. “We may potentially in 2025, but it would be a huge learning curve for us as a fairly small company.”

Potential AI Benefits For Distributors

Like their supplier counterparts, 81% of PPAI 100 distributors are prioritizing AI to increase operational efficiency and 78% aim to use AI to improve customer experience.

“In terms of operational support, we have already used AI tools to help write API integrations and manipulate data sets,” Leslie says. “These have been one-off uses, though, and I look forward to continuing to learn more and explore how AI tools will be able to integrate into our regular workflow and streamline daily tasks.”

Johanna Gottlieb, vice president of business development at Genumark, PPAI 100’s No. 35 distributor, sees the technology as a matter of making it a practice to continue to meet clients where they’re at, even as those clients become part of a generation that expects things that previous generations succeeded without.

Our buyers are living in the AI world.”

Johanna Gottlieb

VP of Business Development, Genumark

“Our buyers are living in the AI world,” Gottlieb says. “Many of us grew up in a google era and AI is enhancing that times 100. Younger audiences will be the decision makers before we know it. We have to lean in to what they are doing and using so we can be better prepared to support them.”

• Other goals for AI implementation amongst distributors are revenue growth (54%), cost reduction (43%) and innovating new products or services (19%).

“These statistics align very closely with our AI perspective,” says Carolina Junghans, CEO of Blink Marketing, PPAI 100’s No. 88 distributor. “Our executive team is actually reading a couple books on AI in the workplace this quarter.”

Nearly three quarters (74%) of distributors say AI has had no significant change in their workforce structure and nearly one-third (32%) say they’re still assessing its long-term impact. Furthermore, 44% have yet to see significant benefits from AI in terms of personalization.

Gottlieb is skeptical of the report that so many distributors claim little change to their workforce as a result.

“I would love to speak to the 73% of distributors that say AI has not led to any significant changes in workforce,” Gottlieb says. “I am curious how much this number will change over the next 2-5 years.”

Written by: John Corrigan

Published with Permission from PPAI