Could Product Discovery Via GenAI Drive Label, Packaging Sales?

By Linda Casey

A recent article from Packaging Impressions’ sister publication, Total Retail, shows a new shopping trend on the horizon. For label and package printing companies, this could result in amped-up demand for updated labels and packaging.

The article’s author, Nate Roy, explains shoppers are demanding more advanced and intuitive shopping experiences. According to a study by Roy’s company Constructor, 72% of shoppers surveyed expect GenAI to revolutionize their online journeys. For the packaging printing community, this indicates a demand for labels and packaging optimized for GenAI shopping is coming.

When reading the article and reflecting upon some of the other trends Packaging Impressions has been monitoring, three opportunities for label and package printing companies stood out to me.

1. Updating Packaging With GenAI in Mind Can Improve Print Buyers’ Market Standings

GenAI can already be used to provide shoppers with detailed pre-purchase education that can influence consumers. Label and package printing companies can improve their clients’ marketing approach to prospective customers by suggesting packaging updates that support this educational aspect.

Updates such as incorporating QR codes or other interactive elements help AI tie the additional information to the packaged products. These updates can be quickly executed by partnering with AI-focused brand design agencies such as MBN Creative. (You can learn more about using generative AI to speed package manufacturing in our interview with Hector Garcia, founder of MBN Creative, at packagingimpressions.com/video/single/printing-united-expo-2024-exploring-packaging-printings-potential-with-generative-ai)

2. Sparking Additional Discussions About Adding Value Using Printed Packaging

With 72% of surveyed shoppers expecting their online shopping experiences to evolve with GenAI, brands will be seeking more advanced and intuitive product discovery tools. Label and package printing companies ready to discuss how they can work with brands to help their presence on shelves in online, at-home, and bricks-and-mortar environments can use this opportunity to discuss the full breadth of capabilities for making printed packaging not only more informative for GenAI but also more engaging for human shoppers.

3. Establishing Your Business as a Strategic Partner

By pointing out this trend and suggesting packaging updates that will fundamentally improve a brand’s go-to-market strategy, label and package printers can establish themselves as thought leaders interested in the long-term success of their clients. This can increase label and packaging buyers’ loyalty to the printers and even lead to a seat at the decision-making table earlier in a label and packaging project’s timeline.

To read “Survey Says: Shoppers Interested in GenAI for Better Product Discovery” on our sister publication’s site, visit mytotalretail.com/article/survey-says-shoppers-interested-in-genai-for-better-product-discovery

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Linda Casey Author's page

As editor-in-chief of Packaging Impressions — the leading publication and online content provider for the printed packaging markets — Linda Casey leverages her experience in the packaging, branding, marketing, and printing industries to deliver content that label and package printers can use to improve their businesses and operations.

Prior to her role at Packaging Impressions, Casey was editor-in-chief of BXP: Brand Experience magazine, which celebrated brand design as a strategic business competence. Her body of work includes deep explorations into a range of branding, business, packaging, and printing topics.

Casey’s other passion, communications, has landed her on the staffs of a multitude of print publications, including Package Design, Converting, Packaging Digest, Instant & Small Commercial Printer, High Volume Printing, BXP: Brand Experience magazine, and more. Casey started her career more than three decades ago as news director for WJAM, a youth-oriented music-and-news counterpart to WGCI and part of the Chicago-based station’s AM band presence.