News

June 2026

by Elisa Martinez de Miguel - Principal at Pedersen & Partners

From Sustainability Imperative to Competitive Advantage

Artificial Intelligence (AI) is rapidly transforming industries worldwide, and the packaging sector is no exception. Once primarily focused on protection and logistics, packaging is now at the intersection of sustainability, innovation, and customer experience. AI is emerging as a critical enabler of this shift, helping companies reduce environmental impact, optimize operations, and unlock new value.

As sustainability pressures intensify and consumer expectations evolve, packaging companies are increasingly leveraging AI not as an experimental tool, but as a strategic capability.

AI as a Driver of Sustainable Transformation

One of the most significant contributions of AI in packaging lies in its ability to support sustainability goals. Across the value chain, AI enables smarter decision-making that reduces energy consumption, material use, and emissions.

• Energy efficiency: AI optimizes industrial processes and logistics, minimizing energy consumption and lowering carbon footprints.
• Resource optimization: Advanced analytics improve material allocation and reduce waste across production cycles.
• Circular economy enablement: AI enhances recyclability, sorting processes, and material recovery, supporting closed-loop systems.

In a context where regulatory requirements and consumer awareness are increasing, these capabilities are no longer optional, they are becoming essential to remain competitive.

Rethinking Packaging Design Through AI: AI is fundamentally reshaping how packaging is designed, moving from traditional approaches to data-driven, optimized solutions.

Smarter, Leaner Design: Generative AI allows companies to create packaging that uses less material while maintaining durability and functionality. This “back-to-basics” approach reduces both costs and environmental impact.

Personalization at Scale: AI-driven tools enable brands to tailor packaging to specific customer segments, or even individual consumers, enhancing engagement and differentiation.

Sustainability by Design: By analysing material properties and lifecycle data, AI can recommend alternative materials that are both high-performing and environmentally friendly.

Operational Excellence: From Factory to Shelf: Beyond design, AI is revolutionizing manufacturing and supply chain operations.

Advanced Quality Control: Computer vision systems can detect defects in real time with near-perfect accuracy, ensuring consistency and reducing waste.

Predictive Maintenance: AI anticipates equipment failures before they occur, minimizing downtime and operational disruptions.

Supply Chain Optimization: Demand forecasting and logistics optimization reduce overproduction, streamline distribution, and lower transportation emissions.

The Rise of Smart and Connected Packaging

AI is also enabling a new generation of “intelligent packaging” that goes beyond its traditional role.

• Real-time monitoring: Sensors integrated with AI can track temperature, freshness, and authenticity, particularly relevant for food and pharmaceuticals.
• Consumer engagement: Interactive elements such as QR codes and augmented reality experiences create direct communication channels with consumers.
• Data-driven insights: Packaging becomes a source of valuable behavioural data, informing marketing and product strategies.

Real-World Applications: AI in Action

Leading companies are already leveraging AI to transform their packaging operations:

• Tetra Pak uses AI-powered optical sorting systems to achieve up to 98% purity in carton recycling streams.
• Nestlé, in collaboration with IBM Research, applies generative AI to develop sustainable, high-barrier packaging materials.
• Amcor partners with AI startups to improve recyclability and optimize design for circularity.
• Sealed Air deploys AI-driven automation to enhance efficiency, delivering significant cost savings and productivity gains.
• Diageo uses generative AI to create personalized packaging experiences, strengthening customer engagement.
• Amazon leverages AI to optimize packaging decisions, reducing material use and improving logistics efficiency.

These examples illustrate how AI is not only a technological innovation but a tangible driver of business value.

*Sources: Tetra Pak, Nestle Global, Amcor, Diageo, Amazon News

Balancing Opportunities and Challenges

Despite its potential, AI adoption in packaging comes with challenges:

• High initial investment in technology and infrastructure
• Integration complexity with legacy systems
• Data privacy and security concerns
• Shortage of skilled talent
• Reliability and governance of AI systems

However, leading organizations are addressing these barriers through phased implementation, strategic partnerships, workforce upskilling, and robust governance frameworks.

Looking Ahead: AI as a Strategic Imperative

The packaging industry is undergoing a profound transformation. AI is not replacing human expertise, but augmenting it, enabling better decisions, faster innovation, and more sustainable outcomes.

In the coming years, companies that successfully integrate AI into their packaging strategies will be better positioned to:

• Meet evolving sustainability targets
• Enhance operational efficiency
• Deliver differentiated customer experiences
• Stay ahead of regulatory and market trends

Ultimately, AI is shifting packaging from a cost center to a strategic asset, one that plays a critical role in both environmental responsibility and business performance.