Apocryphal wisdom has it that if you get just one important idea, new contact or innovation from a conference, then it’s been time well spent. Of course, these days, companies are a lot more capricious with their employees’ time (and expenses). Therefore, conference agendas should also highlight ‘high-impact’ takeaways, while offering valuable networking and data gathering opportunities. This year’s World AIPIA Congress, held on 23 June 2025 in Amsterdam, certainly delivered on all three, according to the feedback received from delegates.
The event was ‘bookended’ by two sessions featuring Brand owners McCormick and Kellanova, who were very clear about their enthusiasm for, and investment in, Smart Packaging technologies. McCormick sees smart packaging as a critical pillar in its innovation and sustainability strategy. Kellanova unpacked how interactive technologies are shaping consumer engagement and what opportunities and challenges lie ahead from both the brand owner and solution provider perspectives. They also gave some case studies to demonstrate these points.
Robert Beideman, chief product officer of GS1, kicked off the proceedings with a thought-provoking keynote under the title The crossroads of consumer engagement, regulatory compliance and AI disruption. He made a strong case for how the GSI Digital Link can help businesses drive sustainability, improve efficiency and consumer engagement and simplify regulatory compliance. This can be achieved by leveraging standards and best practices to connect products to trusted, authoritative data that meet a range of needs, he claims. He showed some real-use cases and speculated where the AI dimension might be taking the technology.
A series of presentations all reinforced the Connectivity aspect of the conference, which featured strongly on both days. Rémy Fontanet, connected products business development manager at Markem-Imaje, tackled some of the challenges facing companies as they transition from the traditional 1D barcode to the connected 2D barcode.
Klaus Simonmeyer, VP strategic accounts EMEA at Identiv, opened his session by addressing the rapidly evolving needs of pharmaceutical logistics and the growing importance of continuous, real-time monitoring. He worked alongside Venu Gutlapalli, CEO of Tag-N-Trac, who delivered a real-world customer success story, highlighting the limitations of traditional cold chain systems, the specific challenges faced, and the tangible benefits achieved through this integrated solution. The pair concluded with a forward-looking perspective on the future of IoT in pharmaceutical logistics — from cold chain management to serialization, theft prevention, and sustainability.
Of course, Digital Product Passports (DPPs) are a major focus of attention just now, and there is a clear ‘connect’ between Smart Packaging and the enablement of DPPs. So a panel moderated by Simonmeyer and featuring Gutlapalli, Steve Statler of AmbAI, Thomas L. Roedding, CEO of Narravero, Mike McCamon, executive director at NFC Forum and Jean-Rémi Ruiz standardization & lobbying manager for STMicroelectronics, explored how Smart Packaging technologies are becoming the essential enabler for the rapid and effective deployment of DPPs, from integrating connected features like NFC, QR codes, and RFID, to leveraging blockchain-secured data. Smart packaging provides the physical and digital bridge between Brands, consumers, and supply chain partners.
Other AIPIA Congress highlights included Scaling Reusable Food Packaging with RFID and Digital Platforms from Beontag (Abdallah Any) and Vytal (Dr Josephine Kreische); Erich Hugo from CL Circular claims it is using AI + IoT to turn data into impact and redefine how we fight climate change through smarter, leaner supply chains. Dracula Technologies introduced some groundbreaking Smart Label modules.
The eco-friendly, long-lasting, and flexible Organic Photovoltaic (OPV) modules can either fully replace batteries or extend their lifespan. They are fully inkjet-printed, sustainable power solutions, claims Alain Jutant, VP of business development. Dr Russell Sion, MD of Jenton Dimaco, explained how to minimize food waste with real-time label data and innovative packaging. Jasper Seghers, RFID label business development manager Europe for Checkpoint Systems, covered the strategic role of RFID in Smart Logistics.
Summing up the Congress, AIPIA MD Eef de Ferrante said, “It has been an intense two days with both Brands and Solution Providers offering real insights into the future direction for Smart Packaging, whether that is enabling DPPs, supporting sustainability and circularity, improving logistics, traceabilit,y and food safety, or as a key player in consumer engagement. The enthusiasm is palpable, and with AI adding a new dimension, the next chapter of the AIPIA Smart Packaging story looks very exciting. Here is to AIPIA Congress 2026!”
First published on AIPIA on 11-8-2025
