Over recent years, the adoption of Artificial Intelligence has gained significant ground across multiple sectors. In the packaging industry, this evolution is accelerating to address economic, environmental, and cultural challenges. What are the concrete benefits of AI for packaging in 2025? Which strategies should be prioritised to remain competitive and enhance your environmental footprint?
In this article, we explore in detail the opportunities and trends emerging from AI in the packaging industry, featuring concrete examples and insights from recognised professionals.
The French packaging market is a dynamic sector, with a production value of €18.3 billion in 2019. Packaging production in France is dominated by plastic (38%), followed by paper and cardboard (29%).
Recent market studies indicate a rapid rise in AI’s role within packaging. According to a GlobeNewswirereport, the global market for AI in packaging is expected to exceed $23 billion by 2034. In France, growth is driven by the rising demand for sustainable solutions, automation, and the advent of smart packaging.
At the same time, the industry must contend with stricter regulatory requirements, an increasingly environmentally conscious consumer, and the need to differentiate in a competitive market. Consequently, AI emerges as a transformative lever, enabling:
le marché mondial de l’IA pour l’emballage devrait franchir le seuil des 23 milliards de dollars à l’horizon 2034.
L’Oréal employs AI for product personalisation and R&D optimisation.
The company notably acquired Modiface, a firm specialising in virtual makeup trials that uses computer vision and AI to deliver a tailored customer experience.
Nestlé is exploring AI to streamline its production processes and enhance the sustainability of its packaging. The company has invested in Timeplast, a start-up developing technologies to minimise the environmental impact of poorly recycled plastic, ensuring compatibility with existing recycling systems.
Moreover, Nestlé utilises AI to automise its packaging operations. For example, Nestlé Purina deploys robotic systems in its Wroclaw facility in Poland for tasks such as grouping and packing cans into cartons.
Additionally, Nestlé employs AI to develop packaging concepts for the food sector, notably by utilising “cryovacs” to weigh and automatically seal products in airtight packaging. AI also improves the precision of filling processes, as exemplified by Nestlé’s partner Marzetti.
Automated production lines can benefit from AI to manage quality control, predictive maintenance, and logistics flows. With the aid of computer vision, the detection of anomalies or defects is faster and more reliable than manual inspection.
AI facilitates the traceability of packaging—from the sourcing of raw materials to final distribution. Predictive algorithms ensure better stock management and minimise waste. According to McKinsey & Company, such optimisation also accelerates time-to-market.
Generative AI tools (text-to-image, image-to-image, image-to-3D, image-to-video…) enable the rapid generation of innovative packaging concepts. Virtual testing validates aspects such as strength, shape, and durability without the need for numerous physical prototypes. This translates into significant time-savings alongside reduced costs.
Passionate about the future of packaging design in the age of artificial intelligence, Ludovic—the founder of Studio Blackthorns—regularly delves into this theme on his programme The Bottlefield Show. Across several episodes, he explores the fascinating prospects that generative AI offers in transforming contemporary packaging design. Studio Blackthorns, approfondit régulièrement cette thématique dans son émission The Bottlefield Show. À travers plusieurs épisodes, il y explore les perspectives fascinantes qu’offre l’IA générative dans la transformation du packaging design contemporain.
The French and European packaging markets are booming, driven by innovation and the demand for sustainable solutions. AI plays a crucial role in this evolution, enabling companies to meet the growing challenges of personalisation, automation, and eco-design. — Ludovic Mornand, Studio Blackthorns
Trends observed in designers’ testimonials confirm a shift towards an aesthetic deeply embedded in brand culture rather than fleeting trends. AI supports the generation of unique patterns, bespoke colour palettes, and fresh visuals, resulting in designs that are both impactful and aligned with the tastes of each customer segment.
Dans une démarche novatrice, le Studio Blackthorns a brillamment orchestré la renaissance d’une marque emblématique en conjuguant tradition et modernité. La bière belge Gertrude, dont l’identité visuelle s’articulait autour d’une représentation médiévale de la sainte éponyme, s’est métamorphosée grâce à l’intelligence artificielle de Replicate. Cette transformation audacieuse de l’étiquette historique illustre parfaitement comment les technologies génératives peuvent insuffler une nouvelle jeunesse aux marques séculaires, tout en préservant leur authenticité. Une belle démonstration de l’art d’ancrer l’héritage brassicole belge dans l’ère numérique de 2025.
Illustration of Gertrude Beers – Brand Redesign by Studio Blackthorns
AI paves the way for major innovations in packaging design. It notably enables the creation of smart packaging that interacts with consumers. Integrated sensors and chips can provide product information, track traceability, and display expiry dates—enhancing the overall customer experience.
Moreover, 3D printing combined with AI allows for the production of packaging with complex, customisable shapes, opening up new possibilities in design and functionality. AI assists designers in overcoming the challenges related to developing packaging prototypes, particularly for cosmetic products that feature intricate geometries and transparency.
Thus, artificial intelligence enables hyper-personalisation:
– Limited editions for specific events.
–3D printing of customisable, complex forms.
– Label adaptation based on user preferences (for example, via a QR code that displays targeted information).
As design professionals note, packaging can serve as a powerful cultural medium. Brands are increasingly incorporating cultural elements, bespoke typefaces, and colour palettes inspired by regional trends. AI can analyse vast visual databases to suggest creative directions influenced by pop culture, art movements, or even local traditions.
The recent ‘Go Wild’ advertising campaign by Zubrowska exemplifies this creative audacity. The vodka brand transports its audience into an unbridled, surreal realm where the boundaries of imagination vanish, giving way to a world where the impossible becomes reality. It is an intoxicating invitation to escapism and excess.
AI algorithms help assess the environmental impact of various materials by considering factors such as life cycle, recyclability, and biodegradability. This approach encourages a proactive and transparent form of eco-design.
Narratives shared by certain designers confirm the onset of soluble packaging (for example, in the cosmetic or food sectors). In parallel, reusable solutions—such as boxes or containers designed to be returned and re-used—are emerging. AI further supports these solutions by managing collection flows and optimising logistical processes.
AI-driven simulations enable the adjustment of packaging shape and density, reducing the quantity of raw materials used while maintaining the required durability. This leads to a marked decrease in resource consumption and transport-related emissions.
Beyond the numbers, various experts outline what the future of packaging in 2025 might hold:
Various designers also highlight the rise of refill systems and the potential of AI tools to assist consumers in recycling more effectively.
Across the globe, regulations are tightening to reduce single-use plastics and encourage recyclability. AI can help anticipate these changes by enabling companies to swiftly adjust their formulations or packaging designs. This, however, implies:
Although AI accelerates processes, the deployment of sophisticated tools can represent a significant initial investment. Smaller organisations may be tempted to delay such investments; however, an increasing number of cloud-based solutions and “as-a-service” platforms are making AI more affordable.
The success of these innovative approaches (e.g. soluble packaging or return loops) relies on close collaboration among manufacturers, distributors, and recyclers. Coordinating the management of flows and returns often requires large-scale data analysis – a task where AI is invaluable in organising and optimising the complete ecosystem.
Aspect | Traditional Packaging | AI-Driven Packaging |
Operational Efficiency | Labour-intensive manual processes | Automated and streamlined processes |
Design and Labelling | Static designs, manual labelling | Customised designs, AI-driven label generation |
Customer Experience | Generic packaging for the mass market | Hyper-personalisation – tailored packaging and interactive experiences |
Sustainability | Limited eco-friendly options, high waste production | Eco-friendly sourcing, waste reduction, recyclability analysis, reduced carbon footprint |
Quality Control | Manual inspection, risk of errors | Automated defect detection via industrial vision, high accuracy |
Cost Efficiency | Higher labour costs, potential inefficiencies | Cost savings via automation, waste reduction, optimised stock management |
Data Analysis | Limited insights, manual data collection | Predictive analysis, real-time data tracking, demand forecasting, enhanced decision-making capabilities |
Supply Chain Optimisation | Manual processes, potential bottlenecks | Optimised shipping routes, reduced transport costs, real-time stock management |
Customer Support | Traditional telephone support, limited availability | 24/7 AI-powered support with chatbots for instant assistance |
Innovation | Gradual improvements, slower market adaptation | Rapid innovation cycles, quicker response to market demands, AI-driven product and packaging development |
Competitive Advantage | Limited brand differentiation, slower time-to-market | Enhanced brand differentiation, faster product launches, increased market agility |
Artificial intelligence emerges as an indispensable catalyst for rethinking the packaging industry in 2025. From advanced personalisation to eco-responsible optimisation, its applications permeate every link in the value chain—from manufacturers to consumers.
However, embracing AI requires a strategic vision and an expanded culture of innovation. It is no longer solely about reducing costs, but about reinventing the models of design, production, and distribution.
(For more inspiring content, also check out our blog and our page dedicated to our brand identity projects.)
FAQ: Your Questions on AI and Packaging in 2025