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 revolutionize how labels and packaging are conceived, developed, and brought to market, but it also casts a shadow of uncertainty over the future role of designers. Or does it?

As organizations 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?

Tey Bannerman, who will be headlining February’s Packaging Innovations event, where he will delve into the very questions shaping the future of design, addresses the topic. Bannerman will explore how generative AI is not just reshaping workflows but redefining the entire creative process.

His presentation will highlight a crucial statistic recently published by McKinsey & Company: generative AI has the potential to unlock up to $60 billion in productivity within product research and design. As technology accelerates at an unprecedented pace, the role of AI in the creative industries is no longer a distant concept – it is already here, transforming how we approach design and innovation. The accessibility of tools like generative AI is empowering designers to ideate, iterate, and refine concepts faster than ever before, democratizing the design process and sparking a wave of creativity that rivals anything seen in recent decades. With this shift, a fundamental question arises: how will creativity, artistry, and the business of packaging design adapt and thrive in an AI-driven world?

“I think there are probably a few things to consider,” says Bannerman. “First, it’s important to realize that what’s possible now with technology is much closer than people might have thought. Second, technologies like AI and generative AI are creating new ways to design, test ideas, and essentially create more efficiently. These tools are now accessible to many more people, which is significant. So, accessibility is a key point. Third, this is leading to a lot of innovation – more than we’ve seen in the past 5–10 years. I think it’s about inspiring people and helping them realize that these tools are now in their hands. They can start trying things out, testing, and seeing what works for them as early as tomorrow.”

Re-defining collaboration
True collaboration comes from pushing each other’s boundaries. In this relationship, the human brings conceptual depth, emotional context, and the unquantifiable art of storytelling. The AI, in turn, brings technical precision, speed, and the ability to see connections between shapes, colors, and textures that humans may overlook.

Optimum collaboration happens in the space between open-ended curiosity and sharp, well-defined constraints. The designer must know when to nudge the AI – “Make the lines sharper, more dynamic, like the feeling of velocity” – and when to let the AI surprise them with novel combinations – “Generate five more variations, but exaggerate the curvature based on ergonomic comfort.” The AI iterates at lightning speed, producing dozens of potential designs that a human alone couldn’t conceptualise or refine within such a short period.

“What I would highlight is the bridge between designers who are creating and testing ideas and actually assessing their feasibility, whether they’re financially viable or sustainable,” Bannerman remarks. “I’ve been working with clients who have used new technology to significantly close that gap. Designers can now test ideas and get immediate feedback on production costs, potential red flags with materials or sustainability, and even receive suggestions for modifications. This bridge, which used to be time-consuming and require a lot of manual effort, has been narrowed significantly. Another area is the ability to expand the range of what’s possible. You can now move quickly from an idea or concept to testing its feasibility, allowing for a broader range of ideas to be explored. Instead of narrowing down to two ideas, you can explore 20, 40, or 50, testing some wild concepts to see what sticks.”

This process creates an evolutionary flow where every prompt and output refines the next. Instead of a single Eureka moment, it becomes a layering of insights, where the AI learns the designer’s preferences and nuances, while the designer learns to speak the language of algorithms.

At the heart of this creative journey is the prompt, which is no longer just a design brief written by a human hand but a collaborative dialog between human creativity and AI’s vast computational ability. The human designer begins with a concept – a spark of an idea informed by years of visual literacy, cultural understanding, and brand values. They must now communicate this abstract notion to AI, which becomes both a creative tool and a collaborator in shaping the outcome.

“If we start at the very beginning of the supply chain – like with the brand or supplier – there’s now an opportunity to open up the aperture and explore more possibilities,” he continues. “For example, what would make your product stand out on a shelf versus your competitors? Technology now allows you to visualize this. Moving back through the supply chain, you can assess sustainability, financial viability, and material sourcing more effectively. You have access to a larger corpus of knowledge, which means manufacturers can be more flexible in their approach. You can also calculate delivery times and other logistics on the fly, making the entire manufacturing process more efficient. I think this transparency and open ecosystem will likely drive changes throughout the supply chain, including the demand for more sustainable raw materials.”

In today’s fast-paced and often turbulent business landscape, the dynamics of design and sustainability are shifting significantly. With increasing challenges such as supply chain disruptions and heightened consumer scrutiny, there’s a growing emphasis on efficiency and transparency in packaging design. This change isn’t merely a trend; it’s a strategic response to the mounting pressure for companies to innovate and adapt. As the focus on circular design becomes more prevalent, organizations are beginning to prioritize the reusability of their packaging – not only to enhance supply chain efficiency but also to align with consumer expectations in a circular economy.

But what does Bannerman think of these evolving dynamics? “I think that pressure can only be a good thing,” he says. “Access to new information, tools, and a more transparent ecosystem will add positive pressure. Another aspect is circular design – how reusable is your packaging? This is becoming more important, not just in terms of the supply chain but also in the circular economy. Companies increasingly use sustainability as a competitive advantage, both from a cost perspective and in terms of consumer perception.

“Ultimately, companies are going to make decisions that are best for their business. Now that technology allows you to test ideas quickly with a wider range of users, it makes sense to embed this into your process. In the past, there was a lack of appetite and access to tools for quick testing. But today, you can test 100 ideas rapidly and get them into the hands of potential customers in hours, not months. This shift has reduced time and improved processes, making it more logical to adopt these innovations. AI is democratizing information flow, which leads to more effective teamwork. In the past, processes were often asynchronous, leading to delays and misunderstandings. Now, everyone can access information simultaneously, which will change how teams collaborate.”

In the broader business landscape, companies that are early adopters of AI-driven design processes stand to gain a significant competitive edge. Faster time-to-market, increased personalization, and more efficient innovation cycles will allow businesses to stay ahead of rapidly shifting consumer demands. The packaging industry, where consumer experience and brand identity are increasingly tied to sustainable, eye-catching designs, is primed for this AI-driven disruption. 

But the stakes are high. As Bannerman will no doubt emphasize, the rise of generative AI is not just about technological progress – it’s about who adapts and thrives in a transformed creative landscape and who gets left behind. Designers and businesses alike must decide whether they will embrace this new era of AI-augmented creativity or risk becoming obsolete as technology reshapes the competitive landscape.

“My advice would be to get hands-on and start experimenting with AI tools,” he says. “Many are freely accessible, like MidJourney or ChatGPT. They not only let you learn quickly but also allow you to test ideas instantly. For example, you can ask ChatGPT to show you what a piece of packaging might look like. By trying these tools, you’ll learn what’s possible and understand the limitations while building your learning muscle. It will help you adapt as new tools emerge, and you can integrate them into your workflow.

“AI makes an amazing co-pilot, allowing individuals to be more creative, effective, and efficient. But if you don’t keep up with these new tools, there’s a question about how well you’re doing your job. If the industry moves forward and you stay behind, you risk becoming obsolete. Learning these tools isn’t hard, and if you’re already a great designer, AI can elevate your work even further.”