1. A method of processing a print job in a print shop, comprising: in a computer-readable memory, maintaining a semantic knowledge base comprising data in a web ontology form that describes a plurality of product intents, wherein each product intent includes at least one of parameter requirements and parameter restrictions for a finished print job; via a user interface, receiving a product description, wherein the product description includes a plurality of desired properties of a proposed print job; inferring, by a controller, using a semantic reasoning system, which of the product intents in the semantic knowledge base corresponds to the product description; and by the controller, automatically identifying a workflow in a print shop for the proposed print job based on the inferred product intent; and by a print engine, processing the proposed print job in the print shop according to the identified workflow; wherein: for each product intent that includes at least one parameter requirement, the inferring comprises determining that the product intent does not correspond to the product description if the product description does not include each included parameter requirement, and for each product intent that includes at least one parameter restriction, the inferring comprises determining that the product intent does not correspond to the product description if the product description includes a parameter that conflicts with any included parameter restriction.