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Text: Thomas Masuch
There were huge product launches, some featuring more than ten new products at once, live bands playing 3D-printed instruments, and 3D-printed cakes served for dessert. To make those cakes possible, 3D Systems developed the ChefJet, a printer capable of producing intricate creations from sugar and chocolate. Among the celebrity guests at these high-profile events was Will.i.am of the Black Eyed Peas, who in 2014 was named Chief Creative Officer at 3D Systems. Other well-known artists, including Björk and Katy Perry, showcased 3D-printed headpieces and masks created by Stratasys during their performances.
At the same time, 3D printing seemed destined to transform countless other industries. Buildings, pizzas, shoes and much more were all predicted to be produced primarily through additive manufacturing in the near future. In 2014, AM really was the hottest thing in the tech world. Investors appeared to pour money into the sector blindly, paying little attention to company figures. The focus was on disruption or creative destruction, and somehow everyone wanted to be part of it, driven by the fear of missing out on the next big thing after the internet.
What followed next is well documented. Turning that vision of disruption into reality proved far more difficult than anticipated. At the time, 3D printers were slow, available materials were limited and often not optimised for additive manufacturing, and printed components could be brittle, rough and inconsistent in quality. In many cases, they were also prohibitively expensive. Producing eye-catching cakes was relatively straightforward; building a profitable business around 3D printing was not.
Since then, the AM landscape has changed profoundly. In time, the ChefJet disappeared from the product line, Will.i.am faded from 3D Systems’ marketing spotlight, and the share prices of what were then the largest AM companies began a dramatic decline after the highs of 2014.
So where is today’s tech-defining news coming from? Artificial intelligence and robotics have unmistakably taken centre stage, surpassing 3D printing not only in commercial impact but also in spectacle. In China, humanoid robots compete in exhibition matches resembling mixed martial arts contests, creating scenes that would not be out of place in a Terminator movie. AI-powered machines patrol entrances, provide security, promote products and offer information to visitors. Occasionally, they overstep their role: in Macao, for example, a passer-by reportedly felt harassed by a Unitree G1 robot, which was subsequently escorted away by a (human) police officer. During testing, some AI models exhibited unexpected behaviour, attacking other businesses in a reality resembling the Matrix, and even resorting to blackmailing employees. Meanwhile, Anthropic pursued a very different approach through Project Panama, acquiring second-hand books in large quantities and scanning them using automated processes. Unfortunately, many of the physical books were destroyed afterwards and discarded. It is all undeniably revolutionary and, in some cases, disruptive in the most literal sense, yet it does not always inspire confidence about the future. The world could emerge a little poorer from these developments, and not only because of the loss of old books.
And what is AM doing in the meantime? The industry continues to grow steadily, producing spare parts for trams, tanks, automobiles, aircraft, oil platforms, industrial equipment and dental applications. Companies are qualifying new materials, validating production processes and developing software that reduces the need for support structures. It may no longer sound quite as revolutionary as it once did, but it is encouraging nonetheless: much is being improved and genuinely useful products are being created, all without destroying anything in the process.
