Monday, September 29, 2025
At Labelexpo 2025, Digital Link Co-founder and CEO Paula Rivero made a bold announcement: the traditional concept of packaging is over. She unveiled a future where every product becomes an interactive presence in a consumer’s life—not through apps or manuals, but through a quick scan and natural conversation.
During a live demonstration, Rivero introduced the world’s first AI-powered product assistant, a breakthrough that transformed the audience’s expectations of packaging. By embedding advanced conversational intelligence into next-generation QR codes, product packaging now moves beyond static details and compliance—it actually talks back.
“For the first time, a product can respond when you ask it a question,” said Paula Rivero. “This is not a gimmick. This is packaging becoming a voice, an ambassador that speaks for the brand, and listens to the consumer.”
Packaging has long been a silent tool, restricted to printed text and visuals. But Rivero’s reveal on The Pulse stage at Fira Gran Via, Barcelona marked a groundbreaking transition: from passive labels to interactive, two-way communication.
In one demo, Rivero scanned a face cream package and asked Cleo—the Digital Link assistant—whether the product was safe for a pregnant woman. Cleo instantly provided personalized guidance. In another demonstration, a gin bottle responded with cocktail recipes and step-by-step instructions when prompted.
This innovation arrives as global consumers demand instant transparency while regulators continue tightening rules around product labeling. Digital Link combines GS1 Digital Link standards with conversational AI, creating packaging that bridges compliance with innovation.
Key benefits include:
Transparency: Shoppers get reliable, real-time details on allergens, ingredients, sustainability, or safety.
Agentification: Products evolve into digital brand representatives, offering contextual advice and dialogue.
Efficiency: Brands reduce customer support costs while gathering actionable consumer insights.
Industry experts at the event described the launch as a landmark moment for packaging and consumer engagement. Rivero emphasized that Digital Link is not just adapting to trends but redefining the future of connected packaging by transforming it from a compliance necessity into a strategic business advantage.
“This is the barcode’s successor,” Rivero told the audience. “From now on, products don’t just sit on shelves. They live, they listen, they respond.”
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