In an era of relentless technological advancement, few innovations hold as much disruptive potential as generative AI (GenAI). While industries have experienced waves of automation and AI-driven change, the design and packaging landscape now stands at a particularly transformative crossroads. The infusion of GenAI into design processes is set to revolutionise how packaging is conceived, developed, and brought to market, but it also casts a shadow of uncertainty over the future role of designers. Or does it? As organisations grapple with the question of how to navigate this uncharted territory, a critical conversation is emerging: how will creativity, artistry, and the business of packaging design evolve in a world increasingly influenced by artificial intelligence?
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