Artificial intelligence (AI) has penetrated almost all areas of life and industry and is fundamentally changing them. Processes are being automated and optimised, and even creative results can be generated efficiently and at high speed with the help of AI. This development raises the question of what role we humans will play in an AI-supported world. What does it mean for the interaction between packaging and consumers? In his lecture at FACHPACK, Uwe Melichar, Vice President of the European Brand & Packaging Design Association (epda) and partner at the agency Touch Design, provides insights into the possibilities and challenges of AI for the packaging industry.
AI in Packaging Design – A Versatile Assistant
When it comes to AI in the packaging industry, many people first think of machine learning in production and intelligent packaging machines. But the technology is also playing an increasingly important role in the area of packaging design. AI is being used more and more for image generation, for example, to display serving suggestions on packaging. This allows designers to quickly and easily generate numerous suggestions from AI, giving them more time for creative decisions, explains Melichar. AI acts as a co-pilot, taking over repetitive tasks and providing creative impulses.
Advantages and Opportunities of AI
Melichar emphasises that AI can facilitate a wide range of tasks. The main advantages include:
Design optimisation: AI analyses consumer preferences and market trends, helping to develop appealing and functional designs.
Quality control: Using machine learning and computer vision, AI can enable real-time quality inspection of packaging materials and finished products.
Supply chain efficiency: AI optimises supply chain management by supporting demand forecasting, inventory management and logistics processes.
Personalisation: AI makes it possible to develop personalised packaging solutions that are tailored to individual customer data.
Cost savings: Automated processes and optimised workflows reduce costs incurred by material waste and production inefficiencies.
Sustainability: AI identifies environmentally friendly materials, optimises packaging sizes to reduce waste and supports the development of reusable or recyclable solutions.
Structure and Image Design with AI
The potential of AI is particularly evident in the area of structural packaging design and image generation. Packaging designers already use AI to create unique imagery for specific products – not only on the packaging but also for overall storytelling and marketing.
But AI is not flawless. It often misunderstands prompts and makes obvious mistakes that would not pass human perception. When it comes to structural packaging suggestions, for example, the results may be beautiful to look at but not realistic to implement. So human expertise is still indispensable – especially when it comes to assessing the usability of AI suggestions.
One example of a complete AI application is “Vivi Nova“, a soft drink whose recipe, name and packaging graphics were developed entirely by AI. When Melichar tasted the drink on stage, his verdict was clear: “Not good, they need to work on the recipe. Sometimes humans are better at creating things like this than machines.“
Another project presented by Melichar is the AI-powered chatbot developed by his agency Touch Design. This is designed to answer questions about sustainability and recycling by providing tailored information for different target groups based on the latest regulatory requirements. The system, which is scheduled to be launched in 2025, shows how AI can serve as a knowledge source and support the value chain.
Outlook and Recommendations
For Melichar, one thing is certain: AI will not take over the packaging industry completely, but will support those who know how to use it effectively. He recommends continuous learning, monitoring developments and carefully evaluating data sources. AI tools should be strategically linked and tailored to individual needs.
He concludes with a crucial point: “AI will not replace people. But those who know how to use it will have the competitive advantage.“ A sustainable AI strategy is essential to optimally exploit the opportunities offered by this technology.
Watch Uwe Melichar’s presentation at FACHPACK:
