Artificial Intelligence and Packaging: Opportunities, Applications, and Future Trends

AI is taking the world by storm, and the packaging industry is no exception. It’s no longer simply theoretical. Rather, its practical abilities are not only solving previously perceived insurmountable challenges, they are generating tangible improvements in efficiency, creativity, and workflow optimization. In fact, 73% of those who responded to Esko’s Packaging Trends 2025 Survey indicated automation, artificial intelligence, and machine learning are going to have the biggest impact on the packaging industry in 2025.

However, AI is still largely uncharted territory requiring careful consideration and advanced knowledge. This article explores how AI is being utilized in the packaging industry and the opportunities it presents for 2025 and beyond.

Not everyone is convinced that AI is a magical remedy. Many fear it’s coming for their jobs, diluting the quality of work, and spreading false information. While progress always has its associated fears, it is important to balance the totality of enhancements achieved through AI independently and without prejudgment.  

AI is far from replacing human workers. Rather, it’s designed to enhance human capabilities by taking over repetitive and mundane tasks. This shift allows employees to focus on more complex and creative aspects of their roles, leading to greater job satisfaction and productivity. 

As Dries Vandenbussche, Director of Partner Ecosystem Development at Esko, elaborates, “Great solutions only work if there’s a human next to AI making decisions. AI helps, but it can’t replace human judgment.” 

Moreover, because AI is known to be a sometimes less than accurate source of information, human intervention will remain required to vet its quality. Thus, humans must continue to play a role in the management and maintenance of AI’s capabilities. As such, concerns that AI will replace the role of humans completely are, at best, premature.  

Simply put, AI, like any other business-related tool, rises or falls depending on how it is used. Businesses must approach AI integration with a clear understanding of where it can add value and where human judgment is still indispensable. Blindly incorporating AI in packaging processes without considering the implications may lead to inefficiencies and errors.

AI’s role in packaging is broad. As Rian Goossens, Senior Software Engineer for Digital Product Development at Esko, explains, “AI will be integrated throughout the entire packaging process, from the very first step of design to final printing and inspection, making it an indispensable tool for efficiency and quality control.”

For example, AI can assist in the design phase by generating multiple design options based on specific parameters, allowing designers to explore a wider range of possibilities quickly. In the inspection stage, AI-powered tools can identify defects that might be missed by human eyes, ensuring that only the highest quality products reach consumers. As AI continues to evolve, the scope of its application will continue to grow, making it an essential component of packaging processes from start to finish. 

Generative AI is already making significant inroads in the packaging industry, particularly in content creation and decision-making. Tools like ChatGPT and Adobe Firefly, which incorporate AI to assist in the design and content process, are becoming increasingly popular among designers and creators. These tools enable the generation of text, images, and even videos, allowing for faster and more efficient content creation. 

While generative AI is primarily used for creation, there are other forms of AI that play critical roles in classification, defect detection, and data analysis. For instance, Esko showcased several AI-based prototypes at multiple industry events, including drupa 2024. Let’s look at some examples.

Reprint a Pack is a unique prototype that will allow converters to replicate packages from physical samples. With a PDF and multiple measurement points from the package, they will be able, using AI, to reprint designs on a new press with enhanced color accuracy.

The Sales Assistant prototype uses Vision LLMs such as ChatGPT to help customers visualize the design features being discussed with a sales representative. By combining AI with existing Esko technologies like Cape Pack and Phoenix, Sales Assistant will allow users to generate quotes in minutes instead of weeks. Normally, this would require the involvement of additional technical personnel in the process. 

Remote Press Approval uses custom made AI algorithms based on Neural Radiance Fields (NeRF) to accurately capture the 3D appearance of a package, including effects like foils and embossing. Esko combined this with VR technology to envision a world where brand owners don’t have to be on site to approve a printed product.

The prototypes above demonstrate how AI technology can enhance processes, speed up decision-making, and optimize workflows.

Data security will remain a paramount consideration as businesses upload their data to the cloud. Developing a strong AI infrastructure requires more than just technology; it demands the right expertise. Vandenbussche states, “Companies must invest in AI architects and engineers with a deep understanding of machine learning, among others, to navigate the complexities of AI integration successfully.” 

While the potential for AI to catapult packaging processes into the future is undeniable, companies should avoid jumping on the AI bandwagon without careful consideration. Goossens opines, “It’s important not to forget about the amazing technologies already being used. AI can do great things, but we shouldn’t abandon logical reasoning or proven methods that work alongside it.”

A balanced approach to AI adoption, one that combines technological innovation with human expertise, will be essential for sustained growth and success. As the industry continues to evolve, companies that embrace AI thoughtfully and strategically will be well-positioned to lead the way in the next era of packaging innovation.