October 9, 2026
It could not have escaped your notice that we are living in a fast-changing world—both in our professional lives and at home. I have great fun talking to my boy/girl teenage twins about the old days of listening to music on CD players, and about the ancient technology involved when listening to vinyl records. They are genuinely amazed and amused that we grew up without mobile devices in front of our faces or connected to our ears!
Remember those carefree days?
Looking back, it is remarkable how quickly this change has taken place. And going forward, the transition continues apace, ramping up exponentially across our world. The advent of digitalization has now driven technology to such a point where we can’t even tell if what we are seeing on screens has been produced by a human or AI. It won’t be long before we all have robots of some kind or another helping us at home—we already have two robotic vacuum cleaners at our house that are wildly efficient.
CHANGE IN TISSUE INDUSTRY STRATEGY
Of course, the tissue industry is not immune to these rapid changes. In fact, a recent survey of 100 senior executives at 82 major producers around the world conducted by Finnish technology company Tieto (in association with Tissue World) declares that even in the space of three short years since its last survey in 2022, there has been a sea change in priorities among the leading companies. The survey found that the easing of raw material and energy supply shocks has not eliminated uncertainty; structural cost pressures and market demand volatility remain central challenges.
However, in general, tissue leaders’ focus has leapt from priorities of profitability and even sustainability to ensuring they have happy customers. Sustainability is now seen by the industry as a given as ESG compliance and reporting have leveled the playing field. Another major change is that efficiency has replaced availability as companies deal with consistently high costs, which it seems are not going away. The survey reports that investments in Overall Equipment Effectiveness (OEE), advanced process control, and IT/OT integration have surged over the last three years.
Inevitably, digitization and AI are making clear inroads into tissue production and are having an impact on improving efficiencies—although implementation across the board is somewhat of a stumbling block at present. The survey concludes on the subject that “AI strategy is still a major weak spot… and many companies are using AI tactically but lack clear leadership alignment or governance.” Those companies that lack an AI strategy should take this as a gentle warning that they might be left behind if they delay making strategic moves in this area.
The conclusion of the survey reveals that the industry has shifted from crisis mode as seen during the pandemic to an era of reinvention where the leaders of the industry are: “Not just cutting costs, they are building digital backbones, planning for the long term and putting customers at the center of everything they do.”
PEOPLE STILL LEAD THE SHOW
We have an excellent issue of Tissue360° for you this time, including an exclusive interview with CEO of Metsä Tissue Sari Pajari-Sederholm on all aspects of being a leader of one of the most dynamic tissue companies in Europe. When it comes to AI, Pajari-Sederholm says, “The key principle we have adopted is simple: no AI project without a real business problem. That discipline is what turns technology investment into actual customer value.”
Our My Industry section features industry consultant Bodo Kottwitz, who sums up digital and AI in the tissue industry by saying: “Digital technology is not the single solution; it still takes an expert to judge, verify, and improve the system for a full rollout. I am still looking for the companies that jointly use ‘IT nerds’ and ‘old-fashioned tissue makers’ in a synergistic way.”
Personally, I regularly need a break from all the digitalization and AI that appear to dominate our worlds, and I have recently taken up growing my own vegetables. There is something hugely therapeutic about watching as a tiny seed grows into something you can see, touch, smell, and finally eat!
So, I like to remain connected… but also, to the real world!