A new industry report from The Consumer Goods Forum’s Plastic Waste Coalition of Action finds that artificial intelligence (AI) could play a significant role in advancing packaging circularity across global supply chains.
The research, developed with Bain & Company, identifies practical ways AI is already being used and where it could unlock further value for businesses seeking to improve recycling, design, sorting and material traceability.
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AI use cases showing tangible value for packaging circularity
The report, Exploring AI for Packaging Circularity, draws on interviews with member companies, case studies and market analysis to assess where AI in packaging delivers value today.
Around 30% of companies surveyed report using AI across the packaging lifecycle, from reducing material use in early design stages to enhancing sorting quality at end of life.
Packaging design is identified as the area where AI could have the greatest impact, cited by roughly 70% of respondents.
Four primary use cases emerge as most advanced and actionable: packaging design optimisation, generative design, advanced sorting and material traceability.
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By GlobalDataThese applications are already delivering measurable benefits such as lower material consumption, improved recyclability and better transparency of material flows.
Barriers to scaling circular packaging solutions
Despite these examples, the report highlights persistent obstacles to scaling circular packaging solutions.
Five key barriers identified by the research include technical limitations on new materials, the challenge of making products both recyclable and actually recycled, limited access to recycled content, the complexities of implementing refillable and reusable systems, and the burden of evolving regulatory requirements and reporting.
The findings underline that AI in sustainable packaging is not a standalone solution.
As Mario Abreu, Chief Sustainability Officer at Ferrero and co-chair of the Plastic Waste Coalition of Action, states: “AI will not solve packaging circularity on its own, but used in the right way, it can significantly accelerate progress.”
Broader context for packaging circular economy efforts
The report’s release takes place amid growing global focus on circular economy policy and sustainable packaging innovation.
Businesses face increasing regulatory scrutiny and supply chain complexity as governments tighten standards for recyclability and material reporting.
Independent analysis suggests that AI’s ability to synthesise complex data and improve connectivity across design, manufacturing and recovery systems will be critical to scaling circular practices industry-wide.
Cedric Dever, Managing Director of the Plastic Waste Coalition, said the paper aims to provide “a practical, industry-informed view of where AI is already delivering value today and where collaboration across the value chain will be critical to scale solutions.”
The report is intended as a resource for packaging professionals seeking clear examples of how digital tools can support circular business strategies and improve sustainable packaging outcomes.
