Packaging, generative artificial intelligence accelerates innovation and growth

Packaging Changing Landscape: Slower Growth and Greater Volatility

The packaging and paper industry is undergoing a profound transformation. This is highlighted in a new report from McKinsey & Company, which states that market growth alone will no longer be sufficient to sustain company performance in the coming years. In a landscape marked by slowing demand, rising costs, and changing consumer priorities, innovation, generative AI, and solid strategic execution will make the difference.

In recent years, factors such as supply chain disruptions, the rise of e-commerce, inflationary pressures, and geopolitical uncertainty have profoundly shifted the industry’s balance. Packaging companies now find themselves operating in a more complex market, with margins under pressure and consumers increasingly concerned about the balance between price and quality.

The future of packaging lies in innovation and AI  

According to McKinsey, in this context, generative artificial intelligence represents a concrete lever for improving efficiency and creating value. Applications range from predictive maintenance to demand forecasting, from order management to pricing, offering companies tools to optimize processes and strategic decisions.

To remain competitive, companies will also need to focus on commercial excellence, cost discipline, skills development, and targeted innovation. The goal is to build more agile operating models, capable of responding rapidly to market changes and seizing opportunities in the highest-growth segments.

Sustainability also continues to be a priority, but more selectively than in the past. The growth of sustainable solutions is concentrated in specific applications, while companies are required to balance green investments, cost control, and the demand for competitive pricing.

The future of packaging will depend on companies’ ability to integrate technological innovation, sustainability, and strategic execution. In this scenario, generative artificial intelligence remains a key tool for driving competitiveness and supporting the industry’s growth.