At the Smart Packaging Congress in Amsterdam this week, a panel of industry leaders explored the transformative potential of connected packaging. PKN was there.
Moderated by Peter Jackson, senior global manager for Connected Packaging at Avery Dennison, the discussion brought together diverse perspectives from experts including Stefan Casey (head of Ecosystem), Güneri Tugcu (global director of partnerships at r-pac Europe), Inge Fleuren (global RFID product solutions manager, Checkpoint Systems), Nastaran Asadi Zanjani (AI investment manager, Emerald Ventures), and Dominique Guinard (VP of innovation, Digimarc). Their dialogue provided a roadmap for the future of smart packaging, highlighting challenges, opportunities, and collaborative innovation.
Defining smart and connected packaging
The discussion opened with an exploration of terminology. While some panellists differentiated between "smart" packaging — focused on sensors and direct consumer interaction — and "connected" packaging — linking physical products to digital platforms —others emphasised the convergence of these concepts. Dominique Guinard summed it up: “It’s about turning packaging into something that streams and gathers data, bridging the gap between physical and digital.”
This connection enables a range of benefits for consumers and brands, from traceability and authentication to personalised engagement and supply chain transparency.
The role of data and collaboration
The panel underscored the critical role of data sharing in maximising the potential of connected packaging. Stefan Casey noted that brands often lose customer insights to retailers, creating a missed opportunity for direct engagement. Güneri Tugcu added that consumers want simplicity, such as QR codes, and content that resonates with their values and interests. “Context is key,” Tugcu said. “Give consumers a reason to connect and stay engaged.”
For brands, the ability to access and leverage first-party data through connected packaging could revolutionise marketing strategies. However, panellists agreed that a collaborative approach is necessary. As Peter Jackson observed, “No organisation can do this alone. Collaboration is key to moving the industry forward.”
Standardisation: enabler or barrier?
The panel highlighted standardisation as both an enabler and a challenge for the adoption of smart packaging technologies. While standardisation can help scale innovations and reduce risks for brands, it also raises concerns about commoditisation and the loss of design differentiation.
Stefan Casey argued for a balanced approach, emphasising the need to embed connected packaging solutions into the DNA of product and packaging design. “It has to be part of the lifecycle thinking from day one,” he said.
AI and connected packaging
Nastaran Asadi Zanjani brought a deep understanding of AI's role in the packaging sector, emphasising its potential to optimise supply chains, enable predictive analytics, and enhance recycling systems. However, she noted significant barriers, including the high costs of implementation and data privacy concerns.
Guinard cautioned against viewing AI as a one-size-fits-all solution, likening its current hype to past trends in blockchain. “AI might be the future of recycling, but it’s not today’s solution,” he warned, urging the industry to focus on deploying existing technologies effectively.
Recycling and sustainability
The panel also addressed the role of connected packaging in recycling and sustainability. Inge Fleuren stressed the importance of standardised recycling protocols to guide material selection and design. The potential for AI-enabled sorting systems was highlighted, but Fleuren cautioned that these technologies require robust collaboration and infrastructure.
Guinard added that connected packaging offers a pathway to enhance recycling efficiency by providing granular product data. “It’s about knowing the origin and lifecycle of materials,” he explained, “which is essential for achieving circularity”.
Future innovation and consumer engagement
Looking ahead, the panel painted an optimistic picture of connected packaging as a tool for engaging younger, digital-native consumers. Tugcu emphasised its potential as a communication channel, particularly in addressing counterfeit products. “For Generation Z, it’s not just about authenticity; it’s about understanding the story and values behind the product.”
Asadi Zanjani envisioned a future where AI-driven smart packaging interacts directly with consumers, providing real-time guidance on product use and recycling. “Let’s be dreamers,” she said. “Imagine a package that speaks to you, guiding you through every step of its lifecycle.”
The road ahead
The session closed with a call to action: the need for bold investments, collaborative innovation, and a long-term vision to integrate connected packaging into every aspect of product design and lifecycle management. As Jackson concluded, “This is an exciting, transformative time for the packaging industry, but we must work together to achieve its full potential.”
