1. A method of processing a print job in a print shop, comprising: maintaining a knowledge base containing a plurality of product intents, wherein each product intent includes at least one of parameter requirements and parameter restrictions for a finished print job; receiving a product description, wherein the product description includes a plurality of desired properties of a proposed print job; inferring, using a semantic reasoning system, which of the product intents in the knowledge base corresponds to the product description; and automatically identifying a workflow in a print shop for the proposed print job based on the inferred product intent; and processing the proposed print job in the print shop according to the identified workflow.