[01. Responsible
Packaging is responsible when it becomes everyone's responsibility towards everyone: in its design, production, and use. Responsible packaging ensures quality, combining environmental protection with respect for the needs of all users.
Artificial Intelligence Revolutionizes Packaging: A Future Between Technological Innovation and Ethical Responsibility
From packaging that alerts us when products are about to expire to containers that adapt to the shape of their contents to reduce waste: Artificial Intelligence (AI) is transforming the world of packaging, offering new possibilities to enhance functionality, sustainability, and the consumer experience.
Packaging, as we know, has evolved over time from a simple protective wrapper to a critical element in a product’s life cycle. Beyond protecting and preserving, packaging has transformed into a powerful communication tool, serving functions that range from enticing purchases to providing information about both the contents and the container. Additionally, it acts as an essential interface to facilitate interaction with the consumer. In this ongoing evolution, Artificial Intelligence (AI) is emerging as a driving force, capable of revolutionizing the way we design, produce, and consume packaged products. But what are the ethical implications of this revolution? AI offers powerful tools for developing innovative and customized packaging: from smart packages that monitor food freshness and alert consumers in case of spoilage to packaging with tailored messages and augmented reality experiences that provide unique interactions with the product. Advanced algorithms analyze vast amounts of data on consumer preferences, consumption habits, and even social media behavior, aiming to create optimized solutions that enhance product appeal. However, this increasing level of personalization raises numerous concerns, particularly regarding privacy and the genuine freedom of consumer choice. It is essential to consider the risk of manipulation through hyper-personalized packaging, which could subtly influence consumer decisions. Moreover, the use of AI without proper safeguards might lead to algorithmic discrimination, unintentionally excluding certain consumer segments or reinforcing gender, ethnic, and other stereotypes. Therefore, it is crucial to develop ethical, transparent, and inclusive algorithms and promote the responsible use of AI.
The recent approval of the European Union regulation on Artificial Intelligence (Artificial Intelligence Act) aims precisely to introduce a regulatory and legal framework to govern the development and use of all types of AI across all sectors, with the exception of the military. Proposed by the European Commission in 2021, it received a positive vote from the European Parliament and was subsequently approved by the Council of the European Union in 2024. Thanks to this, the EU is the first institution in the world to regulate the development and use of AI.
In addition to public initiatives, such as the EU regulation, there are also private efforts aimed at promoting the responsible use of Artificial Intelligence. for example, is a collaborative network of companies united in their aim to provide a concrete response to the ethical challenges of AI, accelerating competitiveness and innovation while promoting the adoption of AI in a transparent, sustainable, and safe manner for people. Rethic.AI is built around a manifesto that champions values such as sustainability and social responsibility, encouraging the development of skills to support the Made in Italy brand.
In addition to hyper-personalization with primarily persuasive purposes, AI applications can also support companies’ efforts in transitioning to more sustainable production and consumption models. Artificial Intelligence can be applied to packaging design to reduce the amount of materials used and ensure minimal space requirements during storage and transportation, thereby minimizing waste and emissions. AI can also support product life cycle assessment (LCA) processes to minimize environmental impacts or social impacts (S-LCA). Lastly, it can aid in the development of smart waste collection systems capable of recognizing different materials and directing them to proper disposal.
AI can also optimize the shape and size of packaging, reducing waste and improving logistical efficiency. The Package Decision Engine, Artificial Intelligence Model created by Amazon, ensures that customer purchases are delivered in the most suitable packaging, preventing damage and facilitating deliveries.
When a new item arrives at an Amazon warehouse, it is photographed and analyzed by the Package Decision Engine, which records its dimensions and identifies any defects. The AI also considers the product’s name, description, and price, while gathering information from customer reviews and reports of damage during shipping. This enables the system to learn which products are more fragile and require sturdier packaging, and which can be shipped in lighter envelopes.
Thanks to AI, Amazon has significantly reduced the use of unnecessary packaging, eliminating over 2 million tons of packaging materials since 2015. Already used in distribution centers across North America and Europe, the Package Decision Engine is expanding to other countries such as India, Australia, and Japan.
In addition to optimizing packaging processes by reducing waste and improving product protection, Artificial Intelligence also finds applications in other stages of the process. AI optimizes the supply chain, ensuring an efficient flow from the sourcing of raw materials to the distribution of the finished product. It also manages inventory: by analyzing sales data, AI predicts demand and adjusts production, preventing waste and reducing excess stock. Artificial Intelligence is also valuable for predictive maintenance: by monitoring machinery, it forecasts failures and enables timely interventions, reducing production downtime. Finally, AI plays a crucial role in quality control: computer vision systems detect imperfections and defects in packaging, ensuring high standards.
AptarGroup, a global provider of packaging solutions for the pharmaceutical, cosmetic, and food sectors, has optimized its packaging development process through collaboration with Monolith AI.
To overcome the limitations of traditional design, which relies on costly and time-consuming physical prototypes, AptarGroup adopted an innovative approach. By collecting and analyzing data from tests conducted on existing packaging (such as dimensions, shape, material thickness, and content viscosity), the company developed self-learning models capable of predicting the performance of new designs. These Artificial Intelligence models enable the rapid evaluation of various design options and the identification of the optimal solution without the need to build physical prototypes, resulting in significant time and resource savings
The software platform provided by Monolith AI enabled AptarGroup engineers, even without specific training in data science, to integrate AI into their work, enhancing the efficiency and effectiveness of their projects. This case demonstrates how AI can revolutionize the packaging industry by optimizing designs, reducing costs, and accelerating development timelines. The partnership with Monolith AI also highlights the importance of democratizing access to AI, allowing an increasing number of professionals and companies to benefit from its potential.
Artificial Intelligence is transforming packaging design, opening up new creative and production frontiers. Through “generative design,” designers can quickly explore a wide range of solutions based on specific parameters such as dimensions, materials, and target audience, generating hundreds of variants in just seconds. AI evaluates the performance of each design through virtual simulations, accelerating the creative process and eliminating lengthy physical prototyping phases, thereby reducing development time and costs. This approach enables the exploration of innovative forms, creating packaging that conveys product value and connects with consumers in new and engaging ways. AI is also reshaping how consumers interact with packaging. While augmented reality (AR) already offers immersive experiences, turning packaging into a fully interactive communication tool, smart packaging equipped with QR codes and AI-powered monitoring devices can make unboxing an even more unique and engaging experience. Ultimately, AI in packaging design delivers efficiency, innovation, and interactivity, unlocking new possibilities for creativity and effectiveness in the industry.
Artificial Intelligence in the packaging sector undoubtedly offers numerous opportunities, but its widespread adoption still seems a long way off.
While many large companies are already leveraging the power of AI, small businesses face several challenges: integrating AI requires a significant initial investment in software and equipment, which SMEs often cannot afford. Additionally, some businesses remain skeptical, not yet seeing the necessity of incorporating AI into their processes and believing that traditional methods are still effective. Another point to consider for the broader adoption of AI, as previously mentioned, is its reliance on large amounts of data, which can raise concerns about security, privacy, and the risk of bias. For this reason, it is essential to proceed cautiously and adopt an ethical and responsible approach. It is crucial to ensure that AI is used to create more sustainable, informative, and inclusive packaging without compromising the confidentiality of personal data or consumers’ freedom of choice, while guaranteeing transparency and the reliability of information.
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Once again, the future of packaging is in our hands: consumers, designers, manufacturers, and institutions must work together to chart a path where technological innovation is responsible and serves the common good.
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[Opening image generated using Adobe Firefly generative AI.
