AI-Powered Packaging Studio Opens in Milan
Metsä Board has opened an AI-powered packaging design studio in Milan, Italy. The studio signals a move toward integrating AI into the ideation and prototyping of physical branding and CPG products. This development suggests that packaging design is becoming a new area for creative automation and rapid A/B testing.
- The Milan studio, set to open in mid-2026, will serve as a hub for collaboration with European brand owners and converters, complementing Metsä Board's existing Excellence Centre in Finland and a similar design studio in the US. - Ilkka Harju, Metsä Board's Director of Packaging Design Services, is a key figure behind the studio; he has a background in pushing design boundaries through technology and a focus on sustainable materials. - The studio will utilize AI for design and simulation, enabling virtual testing for factors like durability and transport resilience, which can reduce the time for physical prototyping from weeks to a single day. - This initiative is part of a broader company strategy to use technology for sustainability; Metsä Board aims for its production to be 100% fossil-fuel-free by 2030 and for 100% of its wood fiber to be certified. - Prior to this, Metsä Board has leveraged Dassault Systèmes' 3DEXPERIENCE platform to create "virtual twins" of packaging, allowing them to propose new solutions to customers 85% faster than with physical prototyping alone. - The use of AI in packaging design is a growing trend, with applications in optimizing material usage, suggesting sustainable alternatives, and even embedding sensors for smart packaging that can monitor product freshness. - According to Ilkka Harju, AI is not seen as a replacement for designers but as a tool to enhance creativity by handling tasks like generating design variations based on cost, strength, and sustainability goals. - All AI work conducted in the studio will adhere to Metsä Group's principles for responsible use, ensuring data security and legal compliance are integrated into the process.
