A short review of clichés that damage the image of the AM industry

The Atomic Layers: S10E24 (00291)

Atomic Layer of the Day:

In AM industry marketing communication, we are dealing with a peculiar linguistic convention. It revolves around a set of buzzwords designed to stir emotions and suggest innovation and breakthrough potential, but in reality, they resemble the script of a mediocre investment pitch from 2015.

• “Game-changer”

• “Disruptive technology”

• “Redefining the industry”

— these expressions appear so frequently that they’ve almost lost all meaning. Every new 3D printer model, every slicer update, every new material is suddenly worthy of being called a revolution.

And the worst part? Nobody really knows what these words mean anymore.

Because what kind of “game-changer” is an algae-based filament that snaps like a cracker and costs as much as a weekend at a spa?

What exactly did this new “disruptive platform” revolutionize, apart from the social media manager’s calendar — the one who now has to produce three posts, two webinars, and one whitepaper from it?

You scroll through these posts on LInkedIn and think: “Wow, I must’ve missed the revolution.”

Because just yesterday, you tried printing something five times and it still came out like bubble gum. But according to LinkedIn comments, everything is going great!

😍🥳🤩👍💡❤️🔥

The 3D printing industry suffers from a messiah complex. Every company is the savior, every presentation is litany.

This language, while flashy on the surface, comes with troubling side effects. Above all, it undermines the credibility of the entire sector. Potential clients, investors, and even young engineers might gradually come to believe they’re dealing with yet another bubble — an environment that struggles to communicate honestly, factually, and with due humility in the face of real technological challenges.

The result? Excitement gives way to fatigue — or even a raised eyebrow of irony. If everything is a revolution, then nothing truly is.

This isn’t a call to abandon enthusiasm altogether. Quite the opposite — when enthusiasm is backed by facts, results, and real implementations, it has strength and a rightful place.

The problem starts when messaging sounds more like science fiction storytelling than reliable technical reporting. What’s more, an overload of superlatives often hides a lack of specifics.

You won’t find data on reliability, operating costs, implementation time, or actual technology limitations in those posts. Instead, you’ll see “unprecedented speed,” “unparalleled accuracy,” and “seamless workflow.”

Meanwhile, the audience is maturing — and so is the industry.

Industrial additive manufacturing is no longer just a trade show curiosity; it’s a legitimate tool in the production engineer’s arsenal.

That’s precisely why it needs a new kind of language — calm, specific, professional.

A language that’s not afraid to speak of failures, that doesn’t hide challenges, and doesn’t try to generate forced excitement where honest information would suffice.

Maybe it’s time to stop. Maybe instead of “redefining manufacturing,” we could say, “we made something that works.” Maybe instead of “cutting-edge innovation,” we could try, “it finally worked without errors — and we’re proud.”

Now that would be truly bold. Truly honest. Truly... disruptive.

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Atomic Layer from the Past:

05-24-2022: Photocentric launched Liquid Crystal Magna v.2 3D printer.

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News & Gossip:

1. Divergent Technologies, creator of the AI-driven DAPS manufacturing system, has partnered with Oklahoma State University’s Hamm Institute to establish Oklahoma as a hub for advanced manufacturing. With strong ties to national defense, Divergent may build one of 10 new U.S. plants in Oklahoma City within a year.

2. Another building block for the gradual restriction of 3D printers in the context of firearms… A new bill in New York aims to criminalize the sharing of digital files used to 3D print gun parts like auto sears. Proposed by DA Alvin Bragg and lawmakers, the legislation responds to the rise in illegal homemade weapons. It expands on the Ghost Guns Initiative and reflects growing U.S. efforts to regulate 3D printed firearms.

3. Meanwhile on Makerworld, you can download and print an excellent replica of a Glock 34… that shoots water. Interesting to see how this will fit into the upcoming antigun legislation?