Scan me if you can!
PDC Düsseldorf, June 16th, 2 pm
How AI, AR, Image Recognition, and Digital Twin Technology are revolutionizing packaging marketing
Packaging is one of the most important — and at the same time most underestimated — touchpoints of a brand. It is held directly in consumers’ hands, positioned right next to the product, and encountered at the decisive moment of the purchasing or usage experience. Yet its communication potential often remains static, one-dimensional, and limited to just a few square centimeters.
This is exactly where the next stage in the evolution of packaging begins: connected packaging. Through QR codes, AI-powered image recognition, digital twins, and new GS1 standards, packaging is evolving from a mere information carrier into an intelligent digital access point connecting brands, products, and consumers.
And it is no longer just about the traditional “scan to website” approach: Modern connected-packaging solutions enable dynamic product explanations, personalized content, region-specific campaign management, loyalty mechanisms, supply-chain transparency, and digital service offerings directly linked to the product. Packaging thus becomes an interactive media channel with measurable performance.
We look forward to our speaker duo Thomas Vollmuth, Head of Brand Owner Management at Koenig & Bauer Kyana, and Claudia Friedrich, Head of Competence Center Packaging at GARDENA. Their presentation demonstrates based on the requirements of the brand in a practical and concrete way how AI, AR, image recognition, and digital twin technology are revolutionising packaging marketing. You will learn
- how global GS1 and Digital Product Passport (DPP) regulations can become not only a compliance requirement, but also a driver of trust, transparency, and brand loyalty
- how brands can use connected packaging to regain ownership of their consumer data — independently of the major platforms
- how physical products can bridge the gap to the digital AI world in real time — and why packaging is therefore becoming the machine-readable interface of the future.
16 June 2026 | 2–2:30 p.m.
Messe Düsseldorf – Foyer of Hall 1
Tickets & registration: Print Digital Convention
Get in touch and request your discount code:
EPDA MEMBERS: 50% discount on conference and/or tradeshow ticket
OTHERS: €100 discount code
Claudia Josephs and Uwe Melichar will moderate the EPDA conference stream and are looking forward to meeting you.
