Packaging

Trends
Table of Contents
Introduction.................................. 3 Artificial Intelligence and
Our Insights................................... 3 Packaging: Opportunities,
Applications, and Future
Sustainability in Packaging: Trends...........................................20
Navigating the Trends and Integration of AI in
Challenges of 2025........................4 Packaging Processes...........................................22
The Driving Forces Behind Sustainable Additional Considerations for the
Packaging...................................................................... 5 Implementation of AI............................................24
Understanding the Regulatory The Future of AI in Packaging........................24
Landscape.................................................................... 6
Sustainability and Cost......................................... 8 Automation and Digitalization
Automation and Digitalization in
in the Packaging Industry:
Sustainability................................................................9 A Path to Innovationand
The Power of Data and Analytics................. 10 Efficiency...................................... 25
Handprints and Footprints............................... 10 Societal Demands..................................................26

The Esko Sustainable The Need for Automation

Packaging Solutions...............................................11 in Packaging.............................................................. 27

Sustainable Packaging - The Darling of Digitalization: The Future

2025.................................................................................12 of Packaging..............................................................29
Overcoming Challenges in
Ensuring Cybersecurity in Implementation...................................................... 30
Packaging: Expectations for The Road Ahead.................................................... 30
2025................................................13
Current State: IT Infrastructure in the
Conclusion....................................31
Cloud...............................................................................14 About Us........................................31
Minding Your Data..................................................15
Cybersecurity Challenges
in the Cloud................................................................15
Ensuring Greater Cybersecurity &
Compliance: Risk Strategies and
Practices........................................................................ 17
The Role of Awareness, Education, and
Training in Cybersecurity...................................18
In Conclusion.............................................................19

2
Introduction
It is often said the more things change the more they
stay the same. In 2025, we anticipate the continued
consumer demand for packaging sustainability,
the ongoing adoption of enhanced cybersecurity
protocols, and further integration of the latest
iterations of AI, automation, and digitalization in day-
to-day packaging operations. The most successful
packaging companies will recognize it is no longer
optional to merely participate in the modern
packaging market. They must be fully prepared to
thrive within it.
Within the pages of this ebook, we will delve into
the significant packaging trends that will shape the
industry in the coming year.

Our Insights
In this report you’ll learn about packaging trends we foresee for 2025 and beyond.
It includes insights gathered from Esko experts, among others. Over 485 packaging
professionals surveyed around the world provided insights regarding future packaging
trends, challenges, and opportunities for reflection.  

3
Sustainability in
Packaging: Navigating
the Trends and
Challenges of 2025

As we turn our attention to 2025, we can’t ignore the growing importance of sustainability in
packaging. To say that sustainability is going to be the hot topic of the year is an understatement.

In fact, 80% of those who responded to the How important will environmental sustainability
Esko Packaging Trends 2025 Survey indicated be to your company for packaging in 2025?
environmental sustainability will be important
to their company for packaging in 2025. 20%

Sustainability is a complex, multi-layered

topic that can no longer be paid lip service.
It demands action. So, without further ado,
let’s dive into the topics of interest, trends,
and challenges sustainability is anticipated
to present in 2025. 80%

Important
Neutral/Not Important

4
The Driving Forces Behind
Sustainable Packaging
Make no mistake about it, consumers are Consumers are willing to put their money
driving this train. They continue to demand where their mouth is. They’re prepared to pay
more sustainable packaging and eco-friendly more for sustainably produced and packaged
practices from the companies they align with, products. A lot more. At the 2nd Europe Green
support, and purchase from. Packaging Innovation Summit 2024 put on by ECV
International, McKinsey presented Sustainability
According to Mark Shayler’s You Can’t Make
in packaging - what are consumers & customers
Money from a Dead Planet: The Sustainable
asking for and how can innovation help. During
Method for Driving Profits, page 127, “...Business
this presentation, McKinsey noted consumers
Wire interviewed 10,000 people across 17 countries
are “willing to pay up to [a] 40% premium for
and found that 85 percent of respondents have
certain [sustainable] features.” This is particularly
shifted their purchases towards more sustainable
the case with 90% of younger shoppers (below
products and services” See original source here.
the age of 45), who will pay more for products
Additionally, two thirds of consumers refuse to packaged sustainably.
buy from companies that fail to address issues
Companies are aware of this, as the second highest
they care about, per Shayler (see pages 126-
number of responses reflect that companies
127). To consumers, sustainability is among the
gauge their sustainability efforts in packaging
biggest issues.
based on customer feedback.

How do you measure the

success of your sustainability
initiatives in packaging?

Reduced carbon footprint

Compliance with regulations
Other
Customer feedback
Cost savings

5
Understanding the Regulatory Landscape
Regulations regarding sustainability and packaging meet its environmental and climate goals, improve
are, at best, a moving target. New regulations energy efficiency, and double the circularity rate
are being introduced while current regulations of material use by 2030.
are continually being updated. Sustainability
PPWR, expected to be implemented in the near
regulations are very nuanced and staying
future, aims to reduce the environmental impact
compliant is no easy feat.
of packaging across the EU by promoting waste
The Ecodesign for Sustainable Products Regulation reduction, reuse, and recycling. Key measures
(ESPR), Packaging and Packaging Waste include setting specific targets for packaging
Regulation (PPWR), and Corporate Sustainability reduction, mandatory reusable packaging
Reporting Directive (CSRD), are but a few examples systems for certain sectors, and stricter recycling
of such regulations. Let’s take a look at each one. requirements. The regulation also seeks to reduce
over-packaging, improve the recyclability of
ESPR came into effect on July 18, 2024. It is a
materials, and harmonize packaging laws across
key component of the European Commission’s
EU member states to ensure a unified approach
strategy to promote sustainable products as well
to sustainability.
as their circularity. The regulation addresses how
the EU’s consumption contributes to climate Among other things, PPWR will require that every
change and pollution and how to minimize their package is designed to be recyclable by 2030. It
effects. As part of the 2020 Circular Economy will also impact labeling, the use of plastics, and
Action Plan, ESPR is designed to help the EU additional packaging information.

6
CSRD expands the scope and requirements for sustainability reporting. It requires
companies to provide more detailed information on how their operations impact the
environment, society, and governance (ESG).

CSRD applies to a broader range of companies, including large and listed small and
medium-sized enterprises (SMEs), and mandates that reports be audited for accuracy.
The goal is to enhance transparency and promote sustainable business practices across
the EU. This regulation seeks to standardize sustainability at a federal level, something
that’s never been done before.

According to Jan De Roeck, Marketing

Director of Industry Relations & Strategy at
How do you measure the success of your
Esko, “Businesses that are not preparing for sustainability initiatives in packaging?
this new reality today, run the risk of losing
access to certain markets tomorrow. This is
a particularly important change compared
to previous years. The avalanche of new
regulations makes business leaders nervous,
and uncertainty about what needs to be done
by when creates the risk of delaying investments.
Expect trade associations to provide more
clarity for their members in this forest of new
legislative initiatives.”

It’s clear compliance is non-negotiable. Per

Susie Stitzel, Director of Product Management
at Esko, “Adapting to new regulations with
recycled or recyclable materials is essential.
Failing to do so could lead to non-compliance
or unsellable products, which would result in
significant losses to companies.” Reduced carbon footprint
Compliance with regulations
Furthermore, compliance with regulations is Other
seen as a barometer of success, with the highest Customer feedback
number of survey respondents agreeing they Cost savings
measure the success of sustainability initiatives
by ensuring compliance with regulations.

Jan De Roeck Susie Stitzel

Marketing Director of Industry Director of Product
Relations & Strategy, Esko Management, Esko

7
Sustainable Packaging
Materials and Design

Packaging contributes about 5-10% of a product’s entire carbon footprint (Eco Enclose).
Overall, that’s a small percentage. However, it’s one of the more visible aspects for
consumers, which is why their demand for sustainable packaging is so at the forefront
of the packaging world.

Consumer pressure and regulations significantly impact packaging materials used. There
are always new materials becoming available that are more recyclable or compostable.
And, as we head into 2025, a key focus for companies will be materials science. Stitzel
validates this, stating, “Innovative new materials are not just a step toward greater
sustainability—they are a game-changer that can set companies apart in a highly
competitive market.”

De Roeck cautions patience, noting, “it took the industry over 40 years to optimize the
traditional fossil oil-based flexible packaging substrates like PE, PVC, PP, and PET. It may
take more time than anticipated before science can develop new bio-based substrates
that have the same functional properties as the traditional substrates. Herein lies a
challenge for the industry.”

Additionally, packaging must still protect and preserve the product. This is especially
true for pharmaceutical and food products. For example, if a food product is packaged
in virgin material that’s sustainable, but the barrier inside is made of plastic, the inside
barrier diminishes recyclability of the box, and thus its sustainability.

8
As a result, one of the biggest trends expected in 2025 is the transition from oil-based
multi-layer substrates to bio-based mono layer architectures and wood fiber-based
carton boards with similar barrier properties.

Similarly, paper-based flexible bags are increasingly being used to replace plastic
barriers. At drupa 2024, Esko showcased how our prototype, Sales Assistant, could
help develop more sustainable packaging without compromising product freshness.

The Sales Assistant prototype can determine if a product requires special barriers
and suggest more sustainable material alternatives. This happens by integrating the
prototype with CarbonQuota, calculating the total CO2e emissions of the packaging
and identifying options with lower environmental impact.

At drupa, we shared sample packages containing nuts, sealed in a recyclable paper

pouch, that both preserved freshness and were environmentally friendly. The barrier
material was both effective and recyclable.

Automation and Digitalization

in Sustainability
Automation and digitalization are also making waves in the sustainability realm. Simply put, the
more automated processes become, the faster companies can produce products and packaging,
which require less materials and energy throughout the process.

Technology enables processes to become more As Stitzel states, “Automation has a huge impact on
repeatable and accurate, which in turn reduces production. It reduces errors, energy consumption,
errors and rework. This is especially seen when and material waste, thereby making processes
physically printing packaging. more sustainable and efficient.”

9
The Power of Data and Analytics
Data and analytics are the holy grail for Second, over time, as data has allowed the best
improvements in packaging. They work in two choices to be made throughout the packaging
ways. supply chain, companies will have the benefit
of a historical record tracking how their carbon
First, data is the key to determining whether
footprint has improved.
something is more sustainable. Having access
to data helps companies make decisions in the As Stitzel comments, “Companies are increasingly
very beginning, before anything is produced. It seeking data for a holistic view of their sustainability
enables them to make choices about the best progress. They need aggregated insights across
options, usually resulting from a comparative projects to understand their environmental impact
assessment. in real-time to continually assess and progress
their sustainability initiatives.”

Handprints and How do you measure the success of your

Footprints sustainability initiatives in packaging?

A new topic in sustainability is the concept

of carbon handprints and carbon footprints.
According to Neste, a carbon handprint is “a
measure of how much greenhouse gas (GHG)
emission reductions [a company] can help their
customers achieve through their products and
services, compared to a baseline product or
service. The bigger the handprint, the better.”
Conversely, Neste defines a carbon footprint as
“a measure of the total GHG emissions caused
by an individual, event, organization, service,
place or product. It’s typically measured as tons Reduced carbon footprint Customer feedback
of CO2 equivalent (CO2e) per defined function Compliance with regulations Cost savings
or unit.” The smaller the footprint, the better. Other

Neste goes on to say, “The scientific methodology

for second in how they measure the success of
for carbon handprint has been developed in
their sustainability initiatives.
Finland since 2016 and is not yet as well known
and used as carbon footprint. Nevertheless, it is In addition to helping companies communicate
a useful tool that helps companies communicate their GHG emissions reductions clearly to
the positive impact of their products and services, stakeholders, carbon handprint and footprint
or to explain the value of more sustainable help track progress and identify areas that require
products.” Our survey respondents agree, with additional effort and improvement.
the reduction in carbon footprint coming in tied

10
The Esko Sustainable Packaging Solutions
Esko solutions will partner with companies to help them meet the challenges of the anticipated
2025 trends. With the right tools and processes in place, companies can reduce their environmental
impact through the various stages of the packaging process. Esko products specifically targeted
to enhance sustainability include:

Palletization
Cape Pack is a palletization software that produces efficient pallet solutions. It provides
results that save shipping costs, better protect products, and reduce carbon footprint. By
putting more products into a case, more cases onto a pallet, and more pallets into a truck,
Cape Pack reduces the number of trucks needed for shipping.  

Structural Design
ArtiosCAD is a structural design software allowing users to create mockups and view designs
in 3D before production, eliminating costs from errors and waste.

3D Design
Studio software allows designers to create labels in 3D to perfectly fit structural packaging
and reduce waste.

Flexo Platemaking
XPS Crystal optimally combines UV main and back exposure. Unlike UV frames, which use
lightbulbs with fluctuating output, the XPS Crystal uses UV LEDs that don’t need warm-up
time and always emit consistent radiation.

XPS Crystal has received multiple GreenCircle certifications. GreenCircle calculated energy savings
and determined, based on an eight-hour working shift, that tradeshops benefitted from an energy
saving of 41%, while converters benefitted from savings of 59%.

XPS Crystal also achieved GreenCircle’s Dematerialization certification. GreenCircle validated the
technology for a staggering 92% reduction in waste over the lifetime of the machine and 100%
removal of hazardous wastes, such as mercury, found in traditional UV lamps.

Learn more about GreenCircle Certification here.

11
Sustainable Packaging - The Darling of 2025
As we approach 2025, companies will have no choice but to keep sustainability in
the forefront of their strategic planning. They must navigate the complex regulatory
landscape, balance sustainability with costs, and adopt innovative materials and designs
to meet consumer demands for eco-friendly packaging.

Automation and digitalization will play a key role in improving packaging sustainability
by reducing errors, energy usage, and material waste. Additionally, data and analytics
will continue to be critical tools for making informed decisions and tracking progress
in reducing carbon emissions and their resulting impacts.

Ultimately, the path forward for sustainable packaging lies in embracing these advancements
and continuously striving for improvement. By leveraging technology, data, and innovative
materials, companies will not only meet regulatory requirements but will also gain a
competitive edge in the market.

12
Ensuring Cybersecurity
in Packaging:
Expectations for 2025
The role of cybersecurity has become an
executive-level focus point beyond the
packaging industry’s wildest imagination. As
technology continues to advance, packaging
processes have become more sophisticated,
integrating various IT systems and smart
solutions to enhance efficiency and productivity.
However, these technological advancements
come with an increased threat landscape,
making additional security measures essential
to protect all data and ensuring the integrity
and availability of packaging operations in line
with the expectations of management, staff,
and customers.

Customers expect that packaging professionals

today are able to identify, understand, and
address myriad cybersecurity risks, like cyber-
attacks, data breaches, denial of service attacks,
and ransomware threats.

This article will explore the current state of IT

in the packaging industry, the cybersecurity
challenges faced, world-class practices for
ensuring proper security controls, the role of
awareness and education, and thoughts for the
future of digital information security.

13
Current State: IT Infrastructure in the Cloud
Today, more than ever, organizations are putting a different physical and virtual resources
portion of their IT infrastructure in the cloud with dynamically assigned and reassigned according
professional cloud service providers. Organizations to customer demand. There is a sense of location
also use more and more applications and IT independence.
services directly in a cloud subscription format
Performance improvements are also achieved.
instead of hosting these on-premise in their own
Cloud-based solutions are capable of processing
IT environment. This is also true in the packaging
more data on demand, from anywhere, at any
industry.
time, yielding enhanced operational agility.
The use of cloud-based solutions and services
Cloud solutions and services automatically
offers several significant advantages to
control and optimize resource use by leveraging
organizations, but these advantages are not
a metering capability appropriate to the type of
without their corresponding challenges. As
service. Cloud resource usage can be monitored,
Chris Janczar, Product Manager at Esko, states,
controlled, and reported, providing transparency
“Embracing the cloud is not simply about shifting
for both the provider and customer of the cloud
infrastructure; it’s about evolving your security
solution and service.
mindset. It requires a commitment to continuous
monitoring, adopting adaptive security protocols, Additionally, moving to the cloud helps
and anticipating threats before they materialize. future-proof the organization by allowing it to
Organizations that succeed are those that treat automatically keep pace with technological
cloud security as a dynamic process, ensuring advancements and standards in the industry.
both agility and protection.”
The centralized storage of packaging design and
For example, cloud capabilities can be elastically artwork information in the cloud provides a higher
provisioned and released to scale rapidly with level of data protection. In the event of physical
actual demand. These provisioning capabilities damage to on-premise hardware, cloud-stored
appear to be unlimited and can be appropriated data remains secure and accessible, allowing
in any quantity at any time. users to easily retrieve all information intact.
Cloud solutions and services are available over
the internet and can be accessed by users via
a browser. Chris Janczar
Product Manager, Esko
Cloud resources are pooled to serve multiple
customers using a multi-tenant model, with

14
Minding Your Data
Data access control is paramount. For example, a
How satisfied are you with how your
ransomware attack on a packaging organization
company manages data?
can halt production, leading to delays and
increased costs. Additionally, the theft and
publication of intellectual property and proprietary
information can undermine an organization’s
competitive advantage and global reputation.

Of those who responded to the Esko Packaging

Trends 2025 Survey, 33% indicated they are
only somewhat satisfied with how their company
manages data.

Therefore, it’s essential to determine who needs

and has access to which data and how to manage
that access effectively. Encryption plays a crucial
Dissatisfied
role in securing data both in transit via the network Somewhat dissatisfied
and internet and at rest on the IT devices. Neither satisfied nor dissatisfied
According to Paul Land, Senior Product Manager Somewhat satisfied

at Esko, “As we move more data to the cloud, Very Satisfied

companies run the risk of overlooking internal Other

security measures. But maintaining robust internal

testing and security practices is non-negotiable.”

Vendor reliability is critical. Choosing reputable

vendors with strong security measures and Cybersecurity
evaluating service-level agreements (SLAs) for
security and incident handling are essential
Challenges in
steps in maintaining a secure supply chain in the Cloud
which your data is handled in a secure manner
at any point in time. As noted, the cloud is not a panacea. There is
a significant concern among cloud users that
hosting their data with a third-party presents
more security risks. Oftentimes, third-party data
hosting raises trust and reliability issues as well as
Paul Land
compatibility issues with legacy systems. Some
Senior Product Manager, Esko
organizations struggle with the belief that they are
losing control over their servers and their data.

15
Moreover, managing data control while adhering to relevant compliance standards
requires a greater degree of human attention. Thus, a heightened focus on ensuring
proper awareness, education, and training together with adapting to and verifying
cloud-based security protocols is essential to maintain trust in the data handling.

Finally, balancing cost-effectiveness with security requirements can be an interesting

exercise. “Security is often seen as the biggest inhibitor to a cloud-first journey, but
in reality, it can be its greatest accelerator. These cloud platforms are designed with
security at their core, offering features like security analytics and periodic updates
to keep threats at bay and ensure compliance with various standards like ISO27001
and SOC2 Type II,” says Marc Vael, Platform Information Security Officer at Esko and a
seasoned security expert with more than 20 years of security leadership experience.

Marc Vael
Platform Information Security
Officer, Esko

16
Ensuring Greater Cybersecurity
& Compliance: Risk Strategies
and Practices
To mitigate relevant security risks down to an
acceptable level, organizations must conduct
comprehensive security risk assessments. This
involves identifying risks, quantifying their impact,
and prioritizing them based on their likelihood
and potential consequences. Clearly, risks with
the highest potential financial impact should be
a top priority, as they pose the greatest threat
to the organization.

Risk handling strategies include:

• Risk Avoidance: Changing processes or
business practices or stopping certain
products to remove the related risks.

• Risk Transfer: Using insurance, contractual

agreements or external third parties to transfer
some risks from the organization to other ones.

• Risk Reduction: Implementing specific

projects to reduce the likelihood or the impact
of identified risks down to an acceptable level.

• Risk Acceptance: Executive management

can formally accept the residual risk, but
this risk will be subject to an annual review
to challenge if it is still normal to accept the
risk as it is.

Today’s cloud-based platforms offer strong security features such as advanced encryption,
stringent access controls, and ongoing security intelligence monitoring. They also provide disaster
recovery capabilities, ensuring that packaging data is protected against unauthorized changes or
deletion and can be restored quickly. This plays a critical role in any business continuity planning,
allowing organizations to maintain core operations with minimal downtime. By implementing these
strategies, packaging organizations minimize security risks and maintain the integrity and availability
of relevant data.

17
Ensuring legal and regulatory compliance is another critical aspect of risk
management. Packaging organizations must stay informed of ever-changing
data security laws and their requirements. Regular security compliance
audits and assessments performed by independent third parties help
provide guarantees to customers that the cloud-based platforms do meet
all facets of compliance laws and regulations. This will avoid unnecessary
fines and penalties, as well as avoid unplanned corrective actions to
implement processes and tools to bridge the compliance gaps identified.

The Role of
Awareness, Education,
and Training in
Cybersecurity
Awareness, education, and training are
fundamental components in any cybersecurity
strategy. Security failures are often blamed on
the human component, such as “people are the
weakest link in security.” However, according to
Marc Vael, “People are our best defense against
security issues and breaches. It is essential
to create and maintain a proper solid culture
of vigilance, awareness, and common-sense
responses within the organization to ensure
literally everyone is on the same page.”

Addressing emerging cybersecurity threats and

vulnerabilities requires a comprehensive approach.
Security awareness is the first step. Providing
short, simple and easy to understand messages
in different formats (videos, presentations,
documents, posters, etc.) is key to keeping security
top-of-mind for all employees.

18
Aside from these security awareness messages, more detailed security education
must be made available as needed for general and department-specific educational
purposes. For instance, it makes sense to provide HR specific security education
such as onboarding presentations, but also for educating HR employees about
possible threats such as fake requests from cybercriminals to change bank accounts
of employees. Also, finance employees may require additional education related
to specific financial security threats, urgent payment handling, changes in bank
account information, and more.

Creating a security-conscious culture encourages vigilance and a proactive

approach to security. Consider security training consisting of simulations and
exercises including potential phishing and social engineering attacks. This enables
employees to get a real feel for what these threats or attacks look like and how they
should respond to them. Regular security training summarizes security awareness
and education, but also provides tips to become resilient against cybercriminals.

In conclusion
Cybersecurity has become one of the critical components of the modern
packaging industry. As organizations continue to embrace digital transformation,
it is essential to implement proper cybersecurity measures to protect sensitive
data against unauthorized disclosure and ensure the integrity and availability of
packaging operations. By understanding the current state of IT in the industry,
addressing cybersecurity challenges, implementing world-class practices, and
staying compliant with laws and regulations, packaging organizations can safeguard
their operations, maintain a competitive edge, and continue to innovate without
distractions of security incidents.

Moreover, ongoing awareness, education, and training for all employees is

essential to enhance the understanding of cybersecurity. As Marc Vael states,
“Every technological novelty can be used and abused. Staying ahead of the
curve requires continuous monitoring, regular review of security protocols, and
proper secure collaboration with external partners and vendors.” By maintaining
a proactive approach to cybersecurity, organizations can ensure they are well-
prepared to handle future challenges and protect their valuable assets.

19
 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 the Esko
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.

Which technology do you think could

have the most impact on packaging
in your industry in 2025?

Big data analytics

Virtual reality/3D
Automation
Artificial intelligence & machine learning
Cloud computing
Robotics
Other

20
AI: Opportunity or Threat? Moreover, because AI is known to be a sometimes
Not everyone is convinced that AI is a magical less than accurate source of information, human
remedy. Many fear it’s coming for their jobs, intervention will remain required to vet its quality.
diluting the quality of work, and spreading Thus, humans must continue to play a role in the
false information. While progress always has its management and maintenance of AI’s capabilities.
associated fears, it is important to balance the As such, concerns that AI will replace the role
totality of enhancements achieved through AI of humans completely are, at best, premature.
independently and without prejudgment. Simply put, AI, like any other business-related
AI is far from replacing human workers. Rather, tool, rises or falls depending on how it is used.
it’s designed to enhance human capabilities by Businesses must approach AI integration with a
taking over repetitive and mundane tasks. This clear understanding of where it can add value
shift allows employees to focus on more complex and where human judgment is still indispensable.
and creative aspects of their roles, leading to Blindly incorporating AI in packaging processes
greater job satisfaction and productivity. without considering the implications may lead
to inefficiencies and errors.
As Dries Vandenbussche, Director of Partner
Ecosystem Development at Esko, elaborates,
“Great solutions only work if there’s a human
Dries Vandenbussche
next to AI making decisions. AI helps, but it can’t
Director of Partner Ecosystem
replace human judgment.” Development, Esko

21
Integration of AI in
Packaging Processes
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
Rian Goossens
the very first step of design to final printing and
Senior Software Engineer for Digital
inspection, making it an indispensable tool for
Product Development, Esko
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
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.

22
Sales Assistant
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

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.

23
Additional Data security will remain a paramount consideration
as businesses upload their data to the cloud.
Considerations for Developing a strong AI infrastructure requires

the Implementation more than just technology; it demands the right

expertise. Vandenbussche states, “Companies
of AI must invest in AI architects and engineers with a
deep understanding of machine learning, among
others, to navigate the complexities of AI integration
successfully.”

The Future of AI While the potential for AI to catapult packaging

processes into the future is undeniable, companies
in Packaging 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.

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Automation and
Digitalization in the
Packaging Industry:
A Path to Innovation
and Efficiency

The packaging industry is not immune to the pressures that today’s businesses face.
Challenges, such as growing demand by brands for faster delivery times to respond
to rapidly changing consumer buying behaviors, as well as the need for efficiency,
speed, and sustainability, to name but a few, are requiring packaging professionals to
be more agile than ever before. Automation and digitalization are essential tools to help
companies navigate this changing landscape, enabling them to streamline operations,
reduce costs, and maintain high-quality standards and output.

In this article, we’ll explore why automation and digitalization are becoming indispensable
in the packaging industry and what the future holds.

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 Which challenges will be the biggest focus for your business in 2025?

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Art

Societal Demands
Societal demands set the stage for the evolution It’s a lot to manage. People now have to wear
of business practices. And clearly, there has been ten hats just to do their jobs effectively. That’s
no shortage of significant market redirections not how it should be. The solution lies in the
since the early 2020s. For example, the rise automation and the digitization of processes.
of ecommerce, labor and skills shortages, In fact, almost 40% of those who responded to
stricter regulations, the growing pressure for the Esko Packaging Trends 2025 Survey believe
sustainability, and short production runs have automation and digitalization will be the biggest
required businesses to implement new and focus for their business in 2025.
flexible processes at an expedited pace. There
is no reason to believe these pressures won’t
continue to occur.

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 What has had the biggest positive impact on how
you manage your business in 2024?
The Need for
Automation in Quality

Packaging Standardization
Automation

Before we can talk about automation, we Speed to market

need to address the issue of standardization. Cost margins
Standardization is an essential prerequisite
Collaboration
for automation, and therefore standardization
Data integration
of the workflow across departments and
production is a big efficiency driver and cost Agile solutions
avoidance strategy. As 50% of respondents Process visibility
to the survey stated, standardization had the
Security
biggest impact on how they managed their
Data governance
business in 2024.
Other
Automation plays a critical role in helping
Validation
packaging companies overcome the above
challenges. By automating repetitive tasks—
such as prepress processes, production
workflows, and job handovers between Which technology do you think could have the most
teams—companies can streamline operations impact on packaging in your industry in 2025?
and reduce the likelihood of human error.
This not only boosts productivity but also
improves precision and consistency across the
production line and reduces time to market.

Survey respondents agree, with the highest

percentage (42%) indicating their belief that
automation will have the biggest impact on
the packaging industry in 2025.

As Jan De Roeck, Marketing Director - Industry

Relations & Strategy at Esko, states, “The beauty Big data analytics
of automation is its flexibility—it allows brands Virtual reality/3D
to adapt quickly to changing market demands Automation
while keeping packaging inventory (and the Artificial intelligence & machine learning
capital locked into that inventory) as low as Cloud computing
possible, yet still respond swiftly to evolving Robotics

trends with packaging updates.” Other

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Furthermore, automation enables companies which adds complexity to order management—an
to scale their operations without the need for issue that automation helps alleviate.
significant increases in labor, enhancing efficiency,
The surge in mergers and acquisitions within the
and making it easier for smaller businesses to
packaging industry has further highlighted the
compete and grow. This also addresses the
need for workflow automation. When companies
increasing skills gap within the industry.
come together under the same corporate
The current demand for shorter print run lengths umbrella, they often have different workflows
is a good example of automation adding value. that need to be standardized across facilities,
Brands no longer want to maintain large inventories including newly acquired ones, for better job
of packaging or labels, which forces them to balancing and use of resources. How is this
place multiple, smaller orders. For converters, accomplished? Through automation.
decreasing print run lengths means they now
Additionally, automation occurs in a cloud-based
need to process more jobs than ever before,
environment. This enables standardization of
making automation a critical factor in managing
workflows across multiple production sites and
the increased workload.
is infinitely more efficient.
As De Roeck notes, “Turning jobs around faster is
De Roeck references the classic “unattainable
not just a competitive advantage, it’s a necessity.
triangle” of time, cost, and quality. Vendors
Customers are asking for shorter lead times and
often find it impossible to achieve all three
more efficiency, and automation helps compress
simultaneously. However, workflow automation
time-to-market.”
offers a potential pathway to balance these
For packaging companies, the primary motivations priorities and perhaps make them more
for automation include cost reduction, improved achievable.
responsiveness, and the agility to adapt quickly
As De Roeck explains, “You can’t have all three—
to consumer preferences. They avoid long
time, cost, and quality—at the same time. The
production campaigns to maintain flexibility,
challenge is figuring out which two you can
enabling them to modify packaging in response
prioritize, but automation helps balance those
to trends. This results in more packaging orders,
trade-offs.”

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Digitalization: The Future of Packaging
Digitalization and automation go hand-in-hand. Digital technologies like workflow automation
software, cloud computing, and artificial intelligence can be integrated into every aspect of the
packaging process, from design and production to distribution and consumer engagement. By doing
so, companies can optimize their workflows and leverage data to make more informed decisions.

Digitalization enhances traceability throughout the supply chain. With digital tools, companies
are able to track and monitor every step of the production process, ensuring quality control and
compliance with regulatory standards.

Additionally, digitalization permits access to real-time data and analytics. Platforms like Esko S2,
a multi-tenant, cloud-native platform that leverages cloud computing, data sharing, and artificial
intelligence (AI), enables teams to monitor production in real time, identify bottlenecks, and make
adjustments quickly. This level of visibility also facilitates better collaboration between teams, helping
to break down silos and improve efficiency across departments as well as with external partners.

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Overcoming Challenges
in Implementation
Despite the clear benefits, implementing automation and digitalization can be challenging.
One of the most significant barriers is the high upfront investment required for new
technology. Many companies, particularly small- and medium-sized businesses, struggle
with the initial costs of adopting automation tools, which can slow down their digital
transformation.

Change management is another challenge. Some employees may be accustomed

to traditional methods and therefore hesitant to adopt new technologies, fearing they
might disrupt established workflows or require additional training. However, others, such
as younger generations, are likely to find state-of-the-art digitalization more attractive
which may provide a solution to the skills gap in the industry.

Irrespective of the challenge, companies should consider taking a gradual approach to

digital transformation rather than overhauling entire systems at once. They might start
by integrating automation tools into existing workflows and expanding their use over
time. Training and development programs are also essential for ensuring employees
feel comfortable using new systems to fully leverage their potential.

This provides a good opportunity to engage a solutions provider such as Esko to help
make the right technology choices, strategize regarding digital transformation processes,
and obtain support for technology deployment.

Such a collaboration will minimize the complexities of implementing new tools, providing
valuable insights into best practices and ensuring a smoother transition to automated
and digital systems.

The Road Ahead

Automation and digitalization are no longer optional in the packaging industry—they are
essential to remain competitive. In fact, our survey respondents indicated automation was
one of the top three contributors to the biggest positive impact on how they managed
their business in 2024, along with quality and standardization. Clearly, Companies that
embrace these technologies will not only benefit from increased efficiency and reduced
costs, but also be better positioned to meet the demands of the modern market. As
the industry continues to evolve, automation and digitalization will be key drivers of
long-term growth and success.

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Conclusion
We anticipate 2025 to be a year where the needs of the packaging industry and
technological advancements work in harmony to create a more efficient market. With
a focus on meeting the growing demand for sustainability, strengthening cybersecurity
measures, and adopting the latest innovations, 2025 is filled with limitless potential
waiting to be realized.

About Us
Esko helps its customers make the best packaging for billions of consumers. Our product
portfolio supports and manages the packaging and print processes for brands, retailers,
designers, premedia and trade shops, packaging manufacturers, and converters.    

Esko solutions are used in product content and packaging management, asset
management, artwork creation, structural design, prepress, 3D visualization, flexo plate
making, workflow automation, quality assurance, sample-making, palletization, supply
chain collaboration and/or the production of signage and displays.    

The Esko family includes Enfocus, with its PDF quality control tools and automation
solutions and MediaBeacon, with its digital asset management (DAM) solutions.   

www.esko.com    

X-Rite Pantone is the global leader in color science and technology. The Company
develops, manufactures, markets, and supports innovative color solutions through
measurement systems, software, color standards and services.   

www.xrite.com    

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