Packaging is no longer just a vessel - it is becoming something more, something alive with information, interaction, and intelligence. In a world where artificial intelligence accelerates everything, and digital threads weave seamlessly into physical forms, the line between tangible and virtual grows ever thinner. And yet, amidst this transformation, there is confusion.
Smart packaging, connected packaging, digital packaging, AI-driven packaging - the terminology swirls in a haze of innovation, making it increasingly difficult to navigate. If those within the industry struggle to articulate the distinctions, how can brands, retailers, and consumers be expected to grasp the possibilities? Even the most groundbreaking advancements risk being misunderstood, underutilised, or lost in translation without clarity.
This challenge was central to a recent discussion at Packaging Innovations & Empack among industry leaders exploring the future of packaging and its impact on consumers, brands, and the environment. As AI reshapes design, streamlines production, and unlocks new ways to engage consumers, the fundamental question remains: how does packaging become smarter and more meaningful?
The discussion, led by Stefan Casey (Head of Ecosystem, SharpEnd/io.tt), featured insights from Lucy Burgess (Strategy Director, Touch Design), Daphne Mavroudi-Chocholi (Managing Director, RNIB Enterprises), Katie Roselaar (Senior Technical Manager, ThePackHub), and Dr. Steffen Scheibenstock (Head of Digital Business Development, SCRIBOS GmbH.
Rethinking packaging for real-world accessibility
For all its intelligence, technology alone is not enough. The human experience remains central. People still crave the sensory—the feel of high-quality materials, the anticipation of unwrapping something beautifully designed, the reassurance of something real in their hands. There is a balance to be struck, a dance between the physical and the digital, between automation and artistry.
The future of packaging is not just about intelligence—it is about balance—a seamless integration of the physical and the digital, automation and human touch, progress and responsibility. Casey starts the discussion by saying: "We're barely scratching the surface. This technology has been around for five years, ten for the true trailblazers in the industry.
"But digital and physical integration can offer so much more—to brands, retailers, and businesses. It is crucial to address packaging holistically—from a customer, consumer, and business perspective. We need to be realistic. Businesses need to make money. AI is already changing the landscape, and it will take over jobs. We've already seen it happen—where packaging once relied on hand assembly, automation has transformed the process."
This need for innovation becomes even more urgent when considering people's daily real-world challenges. Mavroudi-Chocholi illustrated this with a deeply personal example: "He's 6 foot 6. He's a mountain biker, a surfer, and—most importantly—he has the honour of being my husband. But you can't see in this picture that he started wearing glasses six years ago. Now, he struggles to read bedtime stories to our girls. He certainly cannot read the expiration dates on products.
"He wouldn't necessarily consider himself visually impaired, yet he relies on magnifiers and torches when we go to dinner. When discussing inclusivity and designing for accessibility, we often think of individuals using a white cane, a wheelchair, or a guide dog. However, many people with sensory impairments don't fit those stereotypes later in life. 83% of disabilities are acquired rather than present from birth. That is the lens through which I'm speaking to you today—the importance of connected packaging in addressing real, everyday challenges."
Ensuring a seamless user experience is essential, particularly for individuals with disabilities. Any added friction in interactions—whether for authentication, validation, or access to crucial information—creates unnecessary obstacles. The process should be as effortless as possible, eliminating barriers that complicate engagement with products and services.
Requiring consumers to download multiple apps for different products only exacerbates the issue. For individuals with cognitive differences such as ADHD, switching between platforms, remembering logins, and navigating complex systems can become overwhelming. This challenge is frequently raised in discussions about AI and digital accessibility. While technology holds immense potential for inclusivity, it must be designed in collaboration with the people it serves rather than imposed as an afterthought.
Beyond accessibility, there is a fundamental human instinct to verify information. People naturally cross-check what AI provides, relying on their senses to ensure accuracy. For those with impairments, these additional steps can be even more demanding. A truly inclusive system removes unnecessary burdens, ensuring that reassurance, trust, and usability are seamlessly integrated into everyday interactions.
Mavroudi-Chocholi added: "In the UK alone, the spending power of disabled consumers—often called the "Purple Pound"—is worth approximately £6 billion annually in the FMCG sector. By making the experience frictionless, businesses can unlock this potential, driving growth in a way that is both sustainable and inclusive."
Combatting counterfeits
Another billion-dollar problem is counterfeiting, which extends far beyond just one industry. It is not limited to high-end goods or luxury brands—it affects fast-moving consumer goods across the board. From personal care products to pharmaceuticals, from household essentials to premium spirits, there is nothing that counterfeiters will not attempt to replicate.
This issue is even more alarming because of the financial loss and the unknown and often dangerous substances that go into these fake products. It is not just about misleading consumers—it's about real risks to health and safety. The implications can be severe, whether it's contaminated cosmetics, diluted medicines, or toxic substances in food and beverages.
But reassurance goes beyond just verifying the authenticity of a product. It's about protecting consumers and giving them confidence in what they buy and use daily.
Dr Scheibenstock said: "The problem is the sheer volume of counterfeit products entering the European market and beyond. The numbers are staggering—this is not a minor concern but a significant percentage of fake goods infiltrating the European Union and global supply chains.
"Reassurance is crucial for every brand, especially in industries like liquor, where counterfeit products can pose serious health risks. Our approach to helping brands tackle this issue starts with clear, unmistakable markings on packaging—elements that can easily differentiate authentic products from counterfeits.
"If a product features a security marking, such as the one you see on the bottleneck in this image, every consumer should be able to authenticate it. That's why we strongly advocate for authentication methods that do not require an app—requiring downloads limits participation, reducing the effectiveness of consumer verification. Instead, authentication should be accessible to everyone."
Beyond verification, brands need to leverage the data collected through these interactions. Counterfeiting isn't just about lost sales—it's about stolen market share. By using data to track where fake products appear, brands can strategically reclaim lost revenue. "This is the power of connected packaging: not just reassuring consumers but actively protecting brands and restoring integrity to the market," Dr Scheibenstock added.
Structural packaging as the gateway
Structural packaging serves as the foundation for digital innovation across various activations. In a highly regulated and scrutinised industry, digital technology enhances consumer value without adding unnecessary materials or waste.
"When it comes to sustainability, technology plays a crucial role in minimising environmental impact, aiding in material recovery, and improving reusability," said Roselaar. "One key example is the Holy Grail project, which utilises digital watermarking for waste sorting. Though invisible to consumers, this technology is embedded in packaging through printed low-contrast codes or structural embossing. At waste recovery centres, these watermarks enable precise material sorting, leading to higher recycling rates and greater material value.
"Beyond sorting, digital watermarking also provides real-time data to brands, offering insights into how and where their packaging is recycled. This geolocated data can also guide consumers to the nearest appropriate recycling points, improving participation in sustainable disposal efforts. Reusability is another critical aspect of sustainability; digital tools make it more efficient."
Seamless integration
Stackable experiences and always-on campaigns are now feasible within the framework of GS1 regulations. Industry experts shape these guidelines, as some legislation limits QR codes to displaying allergens and ingredients. However, QR codes can provide more information and functionality than traditional barcodes. Rather than cluttering packaging with multiple codes and making information harder to read, the focus should be streamlining their use.
Currently, no one has perfected the balance between structural and digital integration. This is where experts like Burgess ensure everything works together seamlessly.
"The integration of structural design with digital activation is essential, yet often overlooked," said Burgess. "While there may not be many case studies, the core principles are clear. Technologies that assist consumers in navigating stores or making purchase decisions must be supported by thoughtful packaging design. Elements like store lighting, finishes, and QR code placement can enhance or hinder engagement.
"Beyond the in-store experience, digital engagement extends to when consumers own and interact with a product. A recent example from Twinings highlights the importance of placement. While QR codes on the outer tea box saw limited engagement, the codes placed on tea bag tags received 50 times more interaction."
Similarly, FaceGym, a brand known for its high-quality skincare products, carefully considers digital integration. Rather than placing QR codes on receipts or external packaging, they are positioned inside the box in a way that naturally invites scanning. The layout enables consumers to prop up their phones while following application tutorials. This level of thoughtful placement enhances usability, making interactions seamless and encouraging repeated engagement.
Roselaar continued: "Listening to discussions about rich digital experiences and consumer engagement highlights the importance of understanding behavioural psychology—how and when consumers choose to interact. However, what is equally fascinating is the role these technologies can play behind the scenes. Just as a great host prepares for guests seamlessly, these systems can function in the background to enhance convenience without requiring active consumer effort.
"For example, when returning a coffee cup with a deposit system, the experience becomes more powerful when effortless. If receiving and returning the deposit is seamless, consumers are far more likely to engage with it repeatedly. The key is to make interactions as frictionless as possible. When a digital code operates unnoticed but effectively facilitates these transactions, it reinforces participation without adding complexity. This invisible yet impactful integration type makes such systems truly effective."
Building on this, the seamless integration of technology into packaging isn't just about convenience—it's about ensuring accessibility for all. Mavroudi-Chocholi emphasised that for connected packaging to be truly inclusive, it must first be findable, but must also consider how individuals experience impairments beyond findability.
"Rather than retrofitting accessibility features later—often at greater cost—designing inclusively from the start ensures that products cater to all consumers," she added. "Failing to do so risks sidelining individuals with disabilities, excluding them from fully engaging with products and brands. True inclusivity requires proactive design, thoughtful consideration, and direct collaboration with those who will ultimately use the packaging."
As one show draws to a close, another appears on the horizon. On October 15 & 16 at Excel London, London Packaging Week will provide the perfect forum for continuing these vital conversations. With discussions spanning sustainability, accessibility, consumer engagement, and anti-counterfeiting solutions, the dialogue is far from over. The next chapter in connected packaging is waiting to be written—offering fresh opportunities to collaborate, challenge ideas, and shape the industry's future.