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.
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.