GenAI enhances packaging safety and customer focus

The rise of GenAI is impossible to ignore. But what does this mean for the packaging industry – and where are the opportunities and risks? The NVC Packaging Centre explored these questions in a recently published report.

NVC Packaging Centre is a membership-based organisation representing companies that recognise packaging as a key activity across the entire supply chain. We – Serra Anker, NVC Manager Packaging materials and processes, and Michaël Nieuwesteeg, managing director of the NVC Packaging Centre – are seeing a sharp increase in interest, investment and implementation of GenAI. This article highlights what’s happening.

What is GenAI?

GenAI is a form of artificial intelligence capable of creating new content based on existing information such as texts, images, and designs. Where traditional AI focuses on recognising patterns, GenAI goes a step further by generating new solutions and ideas. Its output is often indistinguishable from human-created content.

What makes GenAI especially compelling is the pace at which it’s evolving. In some areas, its capabilities already approach those of human intelligence. While human intelligence remains relatively constant, GenAI is expected to grow exponentially – and may eventually surpass our cognitive capabilities. This rapid development is one of the main reasons why GenAI holds such promise for the future.

Combating counterfeiting

Counterfeiting continues to be a major concern for many industries, especially food, pharmaceuticals – and surprisingly, tobacco. Consider examples such as baby formula with fake labels that look completely authentic but contain incorrect expiration dates or misleading ingredient lists, posing serious health risks.

GenAI, when combined with advanced printing technologies, can generate unique and non-reproducible security features for labels and packaging. This technology plays a vital role in protecting consumers from dangerous counterfeit goods, such as falsified infant formula. At the same time, it supports the integrity of supply chains and ensures fair market competition.

Intelligent packaging

Another promising innovation is smart packaging. By integrating sensors, data carriers and GenAI, new types of packaging can collect real-time information – such as temperature, humidity, or product freshness. This is especially relevant for food products where quality and safety are critical.

These intelligent systems benefit consumers and the environment alike. If people have better insight into how long a product remains fresh, food waste can be reduced significantly. Developments in this area are expected to become more advanced over time, improving both monitoring and decision-making.

Personalisation

GenAI also unlocks new possibilities in consumer engagement. Brands can personalise and make their packaging more interactive. A QR code linking to an AI chatbot with a custom recipe? Or a pack that uses augmented reality to tell the story behind the product? These aren’t just ideas – they’re increasingly feasible.

By analysing consumer preferences and buying patterns, packaging can adapt to individual users. This strengthens brand loyalty, increases engagement, and turns packaging into a communication tool. On top of that, GenAI makes it possible to generate fully personalised designs in just seconds – without the need for expert teams spending hours or days on each version. That saves both time and cost, while attracting customers more effectively.

What’s next?

GenAI is no longer just the domain of tech companies. There are substantial opportunities for the packaging industry. The key question companies should ask is: Where can GenAI help me improve productivity and sharpen my competitive edge?

At NVC Packaging Centre, we support our members in finding the answers to this and other strategic questions. This article offers a first glimpse into the broader findings of our full report ‘GenAI in the Packaging Sector’. The report covers a wide range of additional use cases and innovations – from process optimisation and education to sustainable materials identification.

There’s still much to improve in packaging. Many challenges remain. At NVC Packaging Centre, we are committed to unlocking the full potential of GenAI in the ever-evolving world of food packaging – together with you.

www.nvc.nl

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