Can Xerox Reinvent Itself for Another 100 years?

We visited Xerox PARC just before the day of most of the big players of today.  Just before the big avalanche of the personal computer.  It cost them.  Now we sit at the edge again, this time its about AI.  But also in a space that Xerox is closely connected with .  Is Xerox ready for this bump?  They claim that have things in line. They have started to write about that they are doing.  Will be following.

Can Xerox reinvent itself for another 100 years?

CEO Steve Bandrowczak thinks the office printer is where the workplace revolution begins.

By Nilay Patel, editor-in-chief of the Verge, host of the Decoder podcast, and co-host of The Vergecast.

Mar 9, 2023, 10:30 AM EST|6 Comments / 6 New

Illustration: Alex Parkin / The Verge

This week, we’re launching a special series featuring companies that have been in business for more than 100 years. Up first, I’m talking to Steve Bandrowczak, the CEO of Xerox, an iconic company that got started all the way back in 1906 as a manufacturer of photo paper and is, of course, best known for pioneering the copy machine.

Here in 2023, Xerox has moved well beyond paper. It now works with companies large and small to provide IT services: it optimizes workflows, manages data, automates parts of businesses, and yes, still fixes the printers.

Steve insists there’s still a lot in the world to print, and selling and servicing printers continues to be where Xerox begins its relationships with most customers. And fixing printers is getting high tech: Steve is excited about his new AR app that walks you through getting the copy machine working again so you don’t have to wait for a technician to come fix it. 

We also talked about the future of Xerox’s legendary Palo Alto Research Center, or PARC, whether Xerox wants more consolidation, and we even spitball some ideas about how to get Gen Z excited about printers. 

The first company in our centennial series — Xerox CEO Steve Bandrowczak, here we go.