Speaker Introduction
Andrew Manly, Communications Director at the Active and Intelligent Packaging Industry Association (AIPIA), presented the session “Global Trends in Intelligent Packaging” at MasterMinds 2025. With more than 30 years of experience in packaging technology, Manly provided a broad perspective on how smart packaging is evolving across various industries and regions.
About MasterMinds 2025: MasterMinds is an exclusive, invitation-only packaging education event presented by Nosco. Focused on helping solve complex packaging challenges, the event has grown over the years, providing valuable opportunities for education, networking, and thought leadership within the printed packaging industry. The 2025 event centered on the theme of “Intelligence in Packaging,” highlighting how smart technologies, data-driven design, and sustainability are transforming the role of packaging.
Session Summary
Manly opened his session by addressing the current state of intelligent packaging and where it is headed. While the industry has made measurable progress, he acknowledged that adoption remains inconsistent. Factors such as cost, return on investment and lack of standardization continue to slow momentum. Despite these challenges, he noted that the outlook is improving as more brands begin to recognize the value of connected packaging.
He explained that technologies like RFID, QR codes and printed electronics are becoming more scalable and cost-effective. These tools are helping brands improve traceability, enhance consumer engagement and support sustainability goals. Manly also emphasized the importance of smartphones as a universal interface, particularly in mobile-first regions such as Asia, where digital interaction is deeply embedded into daily life.
Throughout the presentation, Manly encouraged collaboration across the value chain. He urged event attendees to move beyond isolated technologies and instead focus on delivering integrated solutions that address real business needs. He also highlighted the role of global standards, such as GS1 Digital Link, in enabling interoperability and improving data sharing across platforms.
Key Insights
- Intelligent packaging supports traceability, anti-counterfeiting and consumer engagement, but adoption has been slowed by concerns about costs and return on investment.
- Smartphone integration is a key enabler of consumer interaction, particularly in mobile-first markets such as China.
- RFID tag costs have decreased significantly, making smart packaging more accessible and scalable.
