A new chapter in packaging and communication
The way brands connect with customers is changing. Packaging, once a silent medium, is evolving into a system that can speak, listen, and respond. This is the essence of conversational packaging. Powered by AI for packaging and smart labels, it allows products to become active participants in commerce, answering questions and guiding decisions in the same way a trusted person would.
Packaging is now capable of true conversation instead of a static design that simply presents information. Customers can begin with a simple scan and immediately access relevant knowledge, whether they are shopping in a store, browsing an e-commerce page, or reviewing labels at home. The outcomes are more human, more engaging, and more effective for both sides.
What makes conversational packaging possible
With Digital Link, scanning a QR or 2D barcode will always take you to the product’s Digital Product Passport—a smart, fully customizable page built to meet global standards. This passport provides customers with structured, reliable information, from product details to safety notes and sustainability data.
What’s new is that this experience now comes with an extra layer of interaction. On the Digital Product Passport, customers will see a small bubble with a glowing firefly—Cleo. By tapping on it, they can open an AI-powered chat and ask anything they want about the product. Cleo listens, understands the context, and responds with accurate, brand-approved answers in natural language.
The reason this works so seamlessly is because of structured data. Digital Link already requires brands to upload and organize product information in order to create Digital Product Passports. That same structured data becomes the training ground for the assistant. It means Cleo is not improvising; she’s drawing from a verified, well-organized source of truth. Companies using Digital Link have a competitive advantage: their packaging is already powered by data designed for clarity, compliance, and AI-ready communication.
This simple addition transforms the Digital Product Passport from an information page into a real conversation. The QR no longer just points to static content—it opens the door to dialogue, making packaging a living channel between brands and customers.
Cleo: the AI voice inside packaging
To make conversational packaging real, Digital Link launched Cleo, an AI assistant trained specifically for smart labels. Cleo represents the change from passive packaging to interactive conversation. She listens, interprets language, and responds thoughtfully, always using the brand’s own voice.
When customers scan a code, Cleo is ready to begin the conversation. She can compare products, describe usage, highlight sustainability outcomes, or present a video that explains essential steps. She is capable of handling complex questions but responds in clear, simple terms that keep the customer engaged.
Cleo also ensures accuracy. Because her training comes from brand inputs, she represents the message faithfully. This makes her not just another chatbot but a trusted partner in product communication.
Why conversational packaging matters in commerce
Brands have always used packaging as a way to attract attention and convey essential information. But labels and text are limited by space and design. Conversational packaging breaks through those limits. It allows packaging to represent the full depth of a brand’s knowledge and values.
From a sales perspective, the impact is immediate. Customers who receive instant answers are more likely to trust the product and complete the purchase. In e-commerce, where attention is fragile, conversational packaging keeps customers engaged instead of losing them to endless research. In retail, it bridges the gap between physical products and digital communication.
For customers, the benefit is human clarity. Instead of reading fine print, they can simply ask. The process feels personal, like talking with a knowledgeable team member. The conversation creates a connection that traditional packaging cannot.
Opportunities for brands and customers
The opportunities of conversational packaging extend far beyond sales. By analyzing conversations, brands can learn what customers truly want to know, what confuses them, and what drives their decisions. This analysis is more insightful than traditional research because it reflects real questions asked in real contexts.
This knowledge helps teams refine product messaging, adjust communication strategies, and even guide product development. Brands can test different answers, review outcomes, and compare what resonates most with different audiences. The process turns packaging into both a sales tool and a learning system.
Customers benefit from thoughtful communication. They feel understood because the assistant responds with context, not generic messages. They gain confidence when making decisions, whether it’s choosing between two products, understanding ingredients, or verifying safety claims.
Conversational packaging in e-commerce
E-commerce is an area where conversational packaging shows its full potential. Customers browsing online expect instant answers. If they don’t find them, they move on. By integrating conversational labels into digital commerce, brands ensure customers remain engaged at the critical decision step.
For example, a customer considering a supplement can scan the code on the product page and begin a conversation. Cleo might explain the recommended usage, compare it with other options, and describe the outcomes they can expect. This process builds trust and increases conversion without requiring customers to leave the page.
In the same way, conversational packaging strengthens the link between online and offline. The same code used in a retail store can be scanned on an e-commerce site, creating consistent communication across channels.
The human dimension of smart labels
At the heart of conversational packaging is the idea of human connection. Technology alone is not enough. The system must be capable of listening, responding with a voice that feels human, and adapting to different contexts.
This is why training is essential. AI must learn the brand’s language, so that every response is aligned with how the brand wants to be perceived. Customers are sensitive to tone, and a well-trained assistant like Cleo ensures the conversation feels natural, trusted, and consistent.
The ability to represent complex information in a simple, conversational way is what makes this innovation stand out. Packaging is no longer just a surface; it becomes a medium for real communication.
From analysis to action: learning through packaging
One of the most valuable aspects of conversational packaging is the insight it generates. By reviewing the conversations customers have, brands can analyze patterns, identify opportunities, and understand the true impact of their communication.
This process is not abstract. It provides concrete outcomes. Brands can compare how different messages perform, test new approaches, and adjust their product strategy based on real conversations. It’s a continuous learning loop that makes packaging smarter over time.
The result is packaging that evolves. It listens, adapts, and improves, bringing new opportunities for both brands and customers.
The future of conversational packaging
Looking ahead, conversational packaging is set to change the structure of how products are presented and understood. Labels will no longer be limited by space or design. They will be entry points to dynamic systems capable of voice, chat, and even video responses.
AI assistants like Cleo show what is already possible. Packaging can now begin a conversation, respond with intelligence, and create outcomes that matter: higher sales, better decisions, and stronger connections.
As commerce continues to evolve, conversational packaging will become essential. It represents a shift in order and process, where packaging is ready to solve problems, describe details, and represent the brand in a human way.
Ready to begin
For brands interested in taking the next step, conversational packaging is a huge opportunity. With smart labels powered by AI, packaging becomes a trusted channel that listens and responds. Customers are ready for this change, and the technology is already here.
By adopting conversational packaging, brands can meet the expectations of modern commerce, bring products to life, and build lasting connections. This is the moment when packaging truly becomes a conversation and where every label has a voice.
