Fuji Xerox has revealed it is investigating the 3D technologies that are "going to change our world".

Industry marketing manager Stephen Ball told guests at yesterday's annual Innovate event that the manufacturer was currently focusing on 3D-printed embedded chips.

Ball said the chips could be inserted into different media and had tremendous commercial potential, although he added that it was not yet clear how they could best be exploited.

"3D printing technology is going to change our world," he said. "Innovation is part of [Fuji Xerox]. It's who we are. It's what we've always been."

[Related: Innovate line-up]

Innovate guests also heard economic analyst Robin Stonecash discuss the state of the Australian economy.

Ball told ProPrint she had made it clear that the economy was performing better than many believed.

"We've all talked down the economy and the reality is it's untrue. We're in good shape. We're not in bad shape – it's not true."

Ball said this was as good an investment climate as any, and that businesses should look closely at new technologies that would add value and help meet clients' needs.

[Related: Is 3D printing an opportunity for printers?]

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