Esko shares latest packaging trends

Only 17% of respondents said they use dedicated artwork management software for packaging reviews and approvals, while 31% continue to rely on email, 16% on messaging platforms like Slack and Teams, and 15% on shared drives such as Google Drive and SharePoint. Despite this fragmented setup, 89% of packaging artworks undergo up to five rounds of reviews before approval, with 62% going through two to three rounds involving both internal and external stakeholders making coordination complex and error-prone.

At the recently held Re:Pack 2025 event in Mumbai, Tabrez Shaikh, director of sales and customer success, Esko, uneviled the insights from the report and introduced Esko's products like WebCentre Go. He echoed this sentiment, observing that “It’s often only after a packaging recall or a launch delay that teams start looking for a better system. But by then, you’ve already lost revenue, time, and trust internally. The urgency shows up late, and usually once the damage is done.” 

“Food packaging and labeling is one of the most powerful ways through which a company communicates with a consumer,” said Serena Chakravorty, regulatory compliance, FSQA systems implementation and technical services, Portland Coffee Roasters. “Brands need to have a robust and failsafe labeling compliance, review and approval workflow in place if they are to mitigate risks stemming from ambiguous ownership, multiple copy versions, miscommunication and siloed manual processes.” She added that automation and technology can help teams confidently navigate evolving regulations and procedural bottlenecks.

The report also underscores that many businesses only realise the need for structured systems after a setback. “Any business that once had a problem with artwork in the process of going to market is ready for an artwork management software. Packaging is nobody’s responsibility. It sits between departments, so everyone assumes someone else is handling it. That’s how errors fall through the cracks,” said Jan De Roeck, director – industry relations and strategy, Esko.

AI adoption, though widespread in other industries, remains tentative in packaging. Only 13% of respondents said they actively use AI tools in packaging or artwork management, while 29% are still exploring options and 58% reported no current usage. Interestingly, 30% of respondents were unsure how AI was being used in their workflows signalling a knowledge gap even among teams adjacent to implementation. Among those experimenting, ChatGPT was the most commonly used tool (22%), followed by Gemini (11%) and a few in-house or vendor-specific AI solutions. Most of these use cases remain generic and text-based rather than built for packaging compliance or artwork review.

According to Katie King, AI expert and author of AI Strategy for Sales and Marketing, “AI is already making significant impact in artwork compliance, version control, and content accuracy. The opportunity lies in connecting the dots across departments—packaging included—to drive smarter, faster outcomes. AI tools can automate design checks, identify regulatory risks, and manage digital assets more efficiently, even for teams without deep in-house tech resources. For mid-sized brands, this translates to real-time savings, reduced rework, and improved speed to shelf.” She added that, “Mid-sized brands often move faster, with fewer legacy systems holding them back. This agility, combined with strong leadership, allows them to experiment with AI-driven tools in a more agile way. Mindset and cross-functional collaboration are more critical than sheer size. These brands can become AI-first if they act decisively and ethically.”

The report concludes that many emerging brands continue to manage packaging with lean teams, sometimes fewer than six people handling anywhere between 50 to 300 SKUs, using scattered tools like email, Excel, and messaging apps. While AI and automation are on their radar, they are not yet fully embedded in daily workflows. Emerging brands that recognise their agility as a strength are better positioned to turn AI exploration into a competitive advantage.