--- title: When a Printing Company Adds an AI Adviser, Don't Treat Its Website Like a Catalog lang: en source: https://mindsprt.dev/en/knowledge/ferrari-packaging-ai-product-adviser-website/ --- # When a Printing Company Adds an AI Adviser, Don't Treat Its Website Like a Catalog *Industry Insights · 5 min read · 2026-09-18* > Packaging supplier Ferrari Packaging announced its new website on September 16, 2026, with an AI-assisted product adviser, Ask Ferrari, that lets visitors narrow down options by specifications, materials, and quantity This case is a reminder for Taiwan's small and mid-sized printing companies: online quoting should start by mapping how customers look for answers. Mai Strategy's Three Gates for Print Orders can serve as an implementation checklist **Quick answer:** For a printing company, the key to adding an AI product adviser is to turn specifications, materials, and quantity into a clear path to the right product. Ask Ferrari demonstrates the front-end approach, while Mai Strategy's Three Gates for Print Orders can help check whether it is ready to go live ## What did Ferrari Packaging change in its website redesign? Ferrari Packaging announced its redesigned website on September 16, 2026. It added Ask Ferrari, allowing visitors to narrow down packaging product options by specifications, materials, and quantity. The new site also updated its navigation, improved the desktop and mobile browsing experience, and retained the existing team, expertise, and customer support. What makes this case worth noting is that it places AI at the stage when customers are not yet ready to request a quote, helping them find relevant products and information first. The public announcement does not provide figures for automated quotes, conversion rates, or revenue. I would call it an example of making front-end product selection clearer, without adding results the case never published. See [Ferrari Packaging Launches New Website with an AI-Assisted Product Adviser](https://www.thepackagingportal.com/industry-news/ferrari-packaging-launches-new-website-with-ai-assisted-product-adviser/) ## How can an AI product adviser shorten the online quoting process? An AI product adviser is a website tool that turns the specifications, materials, and quantity entered by a customer into product filtering and information guidance. It answers "Which category should I look at?" first, then passes more complete requirements to the sales team. A common sticking point for printing companies is that websites lay out every item side by side, leaving customers to guess. Ferrari's Ask Ferrari puts three identifiable conditions at the entry point, turning product selection from flipping through a catalog into narrowing the field step by step. It also affects whether sales receives a quote request with enough context. When planning a version for a small or mid-sized plant, I would start by breaking the questions into three fields: ・Specifications: Ask enough to classify the job, rather than leaving only "I want to make packaging." ・Materials: List the range the plant can handle consistently, so customers are not left guessing the paper stock from images alone. ・Quantity: Include the required volume in the initial filter, so the next quote gives the sales team a sense of the job's scale. These three items are the entry point for product selection, not the final quoting formula. Die lines, finishing, color, and lead time still need to be confirmed by sales and engineering. ## How should a small or mid-sized printing company introduce an AI product adviser? Small and mid-sized printing companies should first organize their product categories and define what still requires human confirmation, then let the AI adviser take over the front-end Q&A. Choosing the tool comes later. I would use Mai Strategy's Three Gates for Print Orders as the minimum viable version. Start with one group of packaging products with fixed specifications and frequent inquiries. Do not load the entire catalog into the website at once. ・① Data gate: Put the product name, available materials, quantity conditions, and items that cannot be promised into one shared list. ・② Q&A gate: Every question should narrow the options. Do not just collect preferences that look nice but cannot support a quote. ・③ Handoff gate: When the adviser finishes, leave a requirements summary, missing fields, and next steps so sales can take over without asking the whole set of questions again. Test with real quote requests before launch. Check whether customers can provide quote-ready information faster, and whether engineering can spot missing details at a glance. If your team needs to review website content and order-taking rules together, contact the [Mai Strategy Knowledge Academy consulting team](https://mindsprt.dev) and start with one product group. ## After an AI adviser goes live, which tasks still need human confirmation? An AI adviser can shorten the path to finding a product, but it cannot make final commitments on production methods, pricing, or lead times for a printing company. Ferrari Packaging's decision to retain its existing team and customer support makes that boundary clear. Front-end tools are good for organizing requirements, guiding product selection, and sending information to sales. Engineering still needs to confirm print conditions, die-line structure, finishing limits, and lead times. Choosing the right item does not mean the job is ready to be scheduled on the production line. The approach I least recommend is letting the website output a price or lead time that looks precise without spelling out the assumptions behind it. On the shop floor, changing one paper-stock grade, finishing method, or quantity tier can force a quote to be recalculated. Sales saves more time by explaining the limits up front. For teams building digital tools, a product adviser needs to be designed alongside product data, quoting rules, and the human escalation path. Adding a chat interface by itself will not solve the back end of order intake. ## When redesigning a website, should you change the pages first or the quoting process? Change the quoting process first, then the pages. Ferrari Packaging's new website brings navigation, desktop and mobile experience, and AI-assisted product selection into one front-end project. Printing companies can use that sequence to review their own websites. I would start by reviewing a recent batch of quote requests, find the fields customers ask about repeatedly, then turn what can be standardized into product pages, FAQs, and selection questions. Mark anything that cannot be standardized clearly as requiring human confirmation. Capacity does not increase automatically because you add a chat window. Only when requirements are organized earlier and fewer rounds of revisions are needed do sales and engineering have a chance to save their time for orders they can actually deliver. For high-end, fully customized commercial printing, service pages like those on MINDS can follow the same principle: let customers understand the available range first, then send special specifications to a specialist for confirmation. ## Key takeaways ・An AI product adviser should first help customers figure out which category to look at. It should not make promises about prices or lead times on behalf of the printing company. ・Ferrari Packaging's Ask Ferrari puts specifications, materials, and quantity at the website entrance, so product selection no longer depends on flipping through a catalog. ・A small or mid-sized plant should test one group of products with fixed specifications first. Measure success by how many rounds of follow-up sales no longer needs and how many vague requests engineering no longer receives. ・The operational value of a website redesign comes from asking the right questions, not from giving the pages a new color palette. ## Further thoughts A printing company can start with one product group, replay its latest quote emails, call records, and quotations, and mark the specifications, materials, quantities, and lead times customers keep asking about. Then put the fields that can be answered on the website. After launch, have someone from sales and someone from engineering review it, making sure the AI adviser has not turned uncertain matters into definite answers. That step is more worth the time than chasing a flashy interface. ## Further reading ・[Ferrari Packaging Launches New Website with an AI-Assisted Product Adviser](https://www.thepackagingportal.com/industry-news/ferrari-packaging-launches-new-website-with-ai-assisted-product-adviser/) ## FAQ ### What is Ferrari Packaging's Ask Ferrari? Ask Ferrari is the AI-assisted product adviser on Ferrari Packaging's new website. It helps visitors narrow down packaging product options by specifications, materials, and quantity, while helping them find product information faster. ### Can an AI product adviser directly replace a printing company's sales team? Not on its own. Ferrari Packaging's public description says the new platform still retains its existing team, expertise, and customer support. AI is suited to front-end guidance, while pricing, production methods, and lead times still need to be confirmed by people. ### What should a small or mid-sized printing company do first when introducing an AI adviser? First, organize the specifications, materials, quantity, and human-confirmation conditions for one product group. Turn them into a question path on the website, then expand only after confirming that the information can be handed off for sales to use. ### Has Ferrari Packaging published a conversion rate for the case? The public material currently describes only the site's navigation, desktop and mobile experience, and Ask Ferrari's product-guidance function. It does not publish conversion rates, quoting speed, or revenue figures, so no performance guarantee can be inferred. --- > HTML version: https://mindsprt.dev/en/knowledge/ferrari-packaging-ai-product-adviser-website/ > MINDS — 麥思印刷整合有限公司 · https://mindsprt.dev