Digital Link has announced an AI-enabled conversational product packaging at Labelexpo 2025, held from 16 September to 19 September in Barcelona, Spain.

In a live demonstration at the event, Digital Link CEO and co-founder Paula Rivero unveiled Cleo, the AI-powered product assistant capable of engaging in dialogue with consumers.

Cleo is activated by scanning a QR code, enabling consumers to ask questions about the products and receive immediate responses. Digital Link achieved it by integrating GS1 Digital Link standards with conversational AI.

The company's demonstration highlighted the practical applications of the tech. to demonstrate, Rivero scanned a face cream package, inquired whether it was suitable for pregnant women then received Cleo's immediate customised advice.

When a gin bottle was scanned, Cleo offered cocktail recipes and preparation instructions.

The conversational packaging initiative comes consumers increasingly seek instant access to product information and regulators call for enhanced transparency.

Rivero stated: “For the first time, a product can respond when you ask it a question.

“This is not a gimmick. This is packaging becoming a voice, an ambassador that speaks for the brand, and listens to the consumer.”

Consumers can interact with Cleo to receive real-time details about allergens, ingredients, sustainability and safety.

Products now act as active digital agents, capable of offering context-aware guidance and engaging in dialogue.

For brands, this tech represents an opportunity to minimise support expenses through automated Q&A, and offers new insights into consumer behaviour and preferences.