How Big Brands Are Using AI to Drive Sustainable Packaging

Artificial intelligence (AI) is everywhere – and it’s sparking plenty of debate. For business leaders, it’s a question of how to harness it for growth. For employees, it’s often a source of anxiety. Will it replace jobs? Or simply change how we work?

According to Goldman Sachs, AI could impact up to 300 million jobs globally. But the key word here is impact, not replace. AI is far from perfect – as anyone who’s used a chatbot knows – but it’s already proving to be a powerful tool in solving real-world problems.

One of the most exciting developments? Its role in making packaging more sustainable.

The Packaging Problem

In the UK alone, an estimated 2.5 billion paper cups are discarded each year. Despite being fully recyclable, many still end up in landfill due to inadequate recycling infrastructure and consumer confusion.

A report by Valpak confirms that the UK has the capacity to recycle every single one of these cups – so why aren’t we?

Enter AI: The Bower Solution

This is where AI steps in. A Swedish tech company called Bower has developed a smart recycling rewards app that uses AI to identify packaging materials. Users can scan a barcode or take a photo of an item to find the nearest recycling point – and even earn rewards for doing so.

Now, Bower’s technology is being trialled in a world-first initiative in Cardiff, Wales. The pilot uses AI-powered object detection – developed in collaboration with Google – to identify paper cups and reward users with 5p per cup returned.

The trial is part of a collaboration between the National Cup Recycling Scheme, Keep Wales Tidy, and major high street brands including McDonald’s, Greggs, Pret A Manger, Costa Coffee, and Caffè Nero.

Why It Matters

This initiative is more than just a clever app. It’s a glimpse into how AI, brands, and communities can work together to tackle waste and build a more sustainable future.

The project aims to:

• Raise awareness around recycling.
• Encourage responsible consumer behaviour.
• Provide brands with valuable insights into how their packaging is used and disposed of.
• It’s a win-win – for the planet, for consumers, and for businesses looking to improve their environmental credentials.

What Can Small Businesses Learn?

While global brands debate whether AI is a saviour or a threat, small businesses have a unique opportunity: to act now.

Here’s how you can start:

♻️ Think Circular
Explore how your packaging can be reused, recycled, or composted. AI tools can help you analyse materials and identify more sustainable alternatives.

📱 Use Smart Tech
Apps like Bower show how digital tools can drive real-world change. Could you integrate similar tech into your customer journey?

📊 Gather Insights
AI can help you understand how customers interact with your packaging – from unboxing to disposal. Use this data to improve design and reduce waste.

🌍 Collaborate for Impact
You don’t need to go it alone. Partner with local councils, recycling schemes, or tech providers to amplify your efforts.

Final Thoughts

AI isn’t just about robots and algorithms – it’s about solving problems. And when it comes to sustainability, the packaging industry has plenty to tackle.

By learning from the big brands and embracing innovation, small businesses can lead the way in creating packaging that’s not only beautiful and functional – but also kind to the planet.