Changing the
narrative in packaging
From AR to AI-driven designs, packaging is evolving to enhance consumer engagement, sustainability, and innovation, shaping a transformative future for packaging in 2025. Kiran Grewal reports.
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Smart and connected packaging represents the intersection of cutting-edge technology and innovative design, revolutionising how brands interact with consumers and the environment. By
integrating digital tools like augmented reality (AR), generative artificial intelligence AI, and advanced printing technologies into packaging, companies are creating more engaging, personalised, and sustainable consumer experiences. Not only does this enhance product functionality but also aligns with growing consumer expectations for convenience, customisation, and eco-friendliness.
In this feature we explore recent developments in this space, highlighting the transformative potential of smart packaging. From Hershey’s AR-powered retail optimisation to SNICKERS’ Super Bowl campaign that brings interactive football excitement
KennedysConfection.com
into consumers’ hands, brands are leveraging AR to redefine engagement. AI is revolutionising packaging by providing valuable insights into consumer preferences. It can analyse vast datasets and generate ideas that lead to unique, user-centric designs and overall efficiency improvements. For example, AI will be able to identify any packaging elements that fall short of quality standards, such as misprints and damages. And, AI can predict demand fluctuations, helping to reduce waste and keep the right level of inventory at all times.
Key campaigns in consumer engagement Packaging is no longer merely a protective layer or a medium for branding—it’s an interactive touchpoint that can captivate, inform, and build lasting connections with consumers. By leveraging innovative technologies such as AR and AI, confectionery brands can create memorable experiences that go beyond the product itself, fostering deeper emotional connections and enhancing brand loyalty.
This type of interactive engagement addresses several key challenges in the confectionery industry. It provides an opportunity to differentiate products in crowded retail environments, streamline the consumer journey by offering dynamic guidance, and generate data-driven insights to optimise product placement. At the 2024 Sweets & Snacks
Expo, Hershey introduced an AR initiative aimed at optimising product placement in retail environments. By utilising AR
Kennedy’s Confection December/January 2024/25 49
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