The Power of the ‘Human Touch’ in Packaging’s Future - Hero wor-con

August 1, 2023

The Power of the ‘Human Touch’ in Packaging’s Future

In an increasingly digital business age in which AI adoption and tech transformation are ubiquitous, it can be easy to lose sight of the importance of personal interaction and the human touch.

In luxury packaging, a sector that thrives on aesthetics, sophistication and attention to detail, it feels almost impossible to imagine anything replacing the power of genuine human connection. Even in the face of AI’s groundbreakingly positive contributions, the demand for human expertise, engagement and intuition looks set to remain.

Of course, this doesn’t mean viewing AI as an enemy of engagement and fulfilment. In fact, in working with AI and leveraging this pervasive technology for its potential (perhaps in ways we cannot yet imagine), companies are likely to enjoy enhanced efficiency and greater employee and client satisfaction.

AI should be used as a catalyst to connect us with more people on a human level, scaling personalisation and helping us identify ways to better or more effectively interact with others – in business and beyond. What’s more, if humans and machines collaborate effectively, it can also mean humans can behave more like humans and less like robots.

Leveraged and utilised correctly, we know that AI can help save time, streamline processes, efficiently access knowledge and provide masterful insights but, as AI becomes even more integrated into humanity in the years ahead, we must remember that it can really only be at its best when humans are part of the loop. In a future suffused with all the benefits of AI efficiency, businesses may actually have to work harder to maintain an edge over their industry peers…Perhaps the real differentiator will be in retaining the ‘human touch?’ We certainly believe so,

Let’s explore some of the benefits of human interaction in the packaging supply sector and why ‘collaborative intelligence’ (AI and human interaction) will prove the order of the day:

Interpretation of Design Briefs:

Design briefs in the packaging industry often require an intricate understanding of a brand’s essence, values, and target audience. While AI algorithms undoubtedly assist in generating design concepts and building structures, skilled designers with years of experience are able to discern subtle nuances and interpret intangible elements.

Human creativity and intuition bring forth imaginative solutions that (at this stage, at least) AI cannot replicate. By leveraging their instincts, experience, and cultural awareness, humans can discern unspoken aspects of communication and effectively translate them into actionable insights. Talented and experienced individuals can capture a brand story and identity and translate it into visually captivating packaging designs that resonate with consumers on a deeper level.

By leveraging the strengths of both humans and AI, businesses can strike a harmonious balance that optimises efficiency while retaining the vital human elements that nurture trust, creativity, and brand loyalty. The ability to embrace the unique capabilities of both humans and AI will enable businesses to unlock their true potential and thrive in a digitally driven world.

Tailored Customer Service:

In the world of luxury packaging, as in numerous other sectors, customer experience is paramount. By engaging with customers on a personal level, understanding their unique requirements, and building relationships, packaging suppliers can provide tailored solutions catering to a brand’s individual needs and goals.

The human aspect of customer service possesses the empathy, flexibility, and adaptability to address concerns, provide guidance, and exceed expectations. The personal touch instils trust, fosters loyalty, and ensures clients are treated as partners who feel valued throughout the packaging journey.

AI can provide an organisation with invaluable metrics regarding the issues its client base typically faces. This can make it easier to predict factors such as which product updates, developments or enhancements need to be addressed. Businesses that combine this tech-driven analysis with nuanced human understanding; an ability to engage in meaningful conversations and actively listen – will deliver powerful, tailored solutions, ensuring that the end product aligns with the client’s vision and objectives.

“It’s about our creativity, our intuition, our human qualities that machines will always lack. So, we have to define the territory where machines should concentrate their efforts. This is a new form of collaboration where we recognise what we’re good at and not interfere with machines where they’re superior—even if it hurts our pride.” GARY KASPAROV, Russian Chess GrandMaster

Attention to Detail:

Human artisans possess an innate ability to pay close attention to intricate details, ensuring that every fold, crease, and embellishment is flawlessly executed. This level of craftsmanship requires a distinctly personal touch and an unwavering commitment to perfection.

Luxury packaging is, in itself, a true reflection of excellence and meticulous craftsmanship. The tactile nature of bespoke packaging demands a keen eye, a steady hand, and an acute sense of quality that only human involvement can deliver and AI can help to refine and streamline.

Collaboration and Innovation:

While AI excels at processing vast amounts of data and generating solutions based on patterns, collaborative brainstorming sessions and interdisciplinary discussions among human professionals spark fresh ideas and unique perspectives.

In the packaging industry, collaboration between designers, suppliers and clients is key to achieving extraordinary results. The synergy of different minds working together often leads to groundbreaking innovations that can encourage out-of-the-box thinking, revolutionise industries, and drive new discoveries. The dynamic exchange of ideas, fueled by human creativity, can uncover possibilities that AI algorithms may never have considered.

AI can act as a catalyst for collaboration between suppliers and clients. By leveraging AI tools together both parties can also explore new possibilities, co-create innovative solutions, and strengthen mutual trust. Meetings (whether face-to-face or online), brainstorming sessions, and open, transparent communication channels allow ideas to flourish, enabling packaging suppliers to push boundaries and deliver groundbreaking solutions that succeed in captivating audiences and elevating brands.

Emotional Connection:

Positive experiences delivered through personalised service, authentic engagement, and genuine care can leave a lasting impression on customers. Such emotional connections cultivate brand loyalty, leading to repeat business, referrals, and an enhanced reputation within the industry.

Luxury packaging aims to evoke emotions, create lasting impressions, and profoundly engage consumers. While AI algorithms analyse data and predict consumer behaviour, humans possess the innate ability to understand the human psyche and design packaging that strikes an emotional chord. By bringing their understanding of human desires into the creative process, luxury packaging suppliers can create packaging that elicits delight, excitement, and a sense of exclusivity.


In a world where technology continues to advance, the human element in the luxury packaging industry will continue to remain irreplaceable.

At IPL, we understand the significance of personal interaction, interpretation, and ‘collaborative intelligence’ in creating packaging that transcends expectations.

Our commitment to ‘taking packaging personally’ ensures we forge meaningful connections, capture brand essence, and deliver innovative solutions that resonate with discerning customers.

In an era of digital dominance, we firmly believe that it’s the human touch that sets us apart and enables us to craft truly exceptional packaging, working cooperatively and collaboratively with AI to improve the human experience.

Remember, when it comes to luxury packaging, it’s not just about perfecting the process but the people behind the process that make the difference.



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