In today’s highly competitive retail environment, brands are constantly searching for ways to capture attention and build stronger relationships with customers. One area that has grown in importance is the unboxing experience. What was once simply the moment a parcel was opened has developed into a key part of the customer journey.
For e-commerce businesses in particular, packaging often represents the first physical interaction a customer has with a brand. A well considered unboxing experience can reinforce brand identity, create a memorable moment and encourage customers to share their purchase online.
Advances in artificial intelligence and data analytics are now enabling brands to take this a step further. By analysing purchasing behaviour, browsing activity and customer preferences, businesses can begin to tailor packaging and inserts to suit individual customers. The result is a shift away from generic packaging towards something more personal and engaging.
The core advantage of AI in packaging lies in its ability to interpret large volumes of customer data quickly. Modern AI systems can analyse patterns across previous orders, product preferences, seasonal purchasing behaviour and even social media engagement.
This insight allows brands to tailor packaging content in ways that were previously difficult to manage at scale. Personalisation does not necessarily mean every box is physically different. In many cases, the changes happen through printed inserts, messaging, QR codes or digitally printed components.
For example, a returning customer might receive a personalised thank-you message referencing their previous order, or packaging artwork linked to the type of product they purchased. A customer who regularly buys skincare products could receive packaging inserts highlighting complementary items or new releases within that category.
These details may appear small, yet they can significantly influence how customers perceive a brand. When packaging feels considered and relevant, customers are more likely to remember the experience and return for future purchases.
Read more about how packaging influences customer experience in our article
AI driven packaging strategies are not limited to visual design. Data insights can also shape what happens inside the parcel. Inserts, promotional messages and product recommendations can all be tailored to reflect customer behaviour.
Many e-commerce businesses already use recommendation engines on their websites. AI now allows a similar approach to be extended into physical packaging. A customer who purchases running shoes might receive packaging inserts suggesting compatible accessories such as socks, hydration products or running belts.
This effectively turns packaging into a continuation of the digital shopping journey. Rather than the order ending at checkout, the parcel itself becomes another marketing channel.
Some brands are also experimenting with QR codes printed inside boxes or on inserts. When scanned, these codes can direct customers to personalised landing pages, product tutorials or exclusive offers linked to their purchase history.
From a marketing perspective, this creates an additional touchpoint that continues the customer conversation beyond the delivery stage.
Personalisation plays an important role in building brand loyalty. Customers increasingly expect brands to understand their preferences and provide experiences that feel relevant to them.
Research carried out by Epsilon found that 80% of consumers are more likely to purchase from brands that provide personalised experiences. While most discussions around personalisation focus on websites or advertising, packaging is an often overlooked opportunity.
A well executed unboxing experience can create a strong emotional response. Customers are more likely to photograph or film packaging that feels distinctive or personal, which can lead to user generated content being shared on social media.
For brands, this form of organic promotion can be highly valuable. Each shared unboxing video or photo effectively becomes a form of word of mouth marketing.
While the benefits are clear, implementing AI driven personalisation within packaging operations can be challenging.
Packaging production has traditionally relied on standardised materials and long print runs to control costs. Introducing personalised elements requires a different approach. Brands often need digital print capability, flexible supply chains and systems that connect customer data with fulfilment operations.
For example, a warehouse may need to automatically select the correct printed insert based on order data, or trigger on demand printing for personalised messages. This requires integration between e-commerce platforms, customer data systems and packing operations.
There are also logistical considerations. High levels of personalisation can slow down packing processes if not designed carefully. Many brands address this by keeping the outer packaging consistent while personalising inserts, labels or printed messages.
As digital printing technology becomes more widely available and fulfilment software continues to improve, these operational challenges are gradually becoming easier to manage.
Several well known brands are already exploring the use of AI and data driven design to personalise customer experiences.
Luxury fashion house Gucci has used AI systems to analyse purchasing patterns and customer preferences when designing collections and marketing campaigns. While this approach primarily influences product design, the same insights can be applied to packaging and presentation.
Another interesting development comes from companies such as Scribeless, which produces AI generated handwritten notes. These systems replicate the appearance of genuine handwriting, allowing brands to include personalised thank you messages in each order.
This technology can also be connected to fulfilment personalisation platforms such as Penny Black. These platforms analyse customer data in real time and generate personalised inserts or printed messages for each order.
For example, a customer who has placed several previous orders might receive a message thanking them for their continued support and offering early access to a new product launch. A first time customer might instead receive a welcome message and a discount code encouraging a second purchase.
Although the packaging itself may appear simple, the messaging inside becomes tailored to each individual customer.
As artificial intelligence tools continue to evolve, the role of packaging within the customer experience is likely to expand. Brands are beginning to view packaging not just as a protective shipping container, but as part of a broader communication channel.
AI systems may soon be able to predict the type of messaging, packaging design or promotional content most likely to resonate with each customer. Over time this could lead to packaging that adapts dynamically based on purchasing behaviour.
At the same time, brands will need to balance personalisation with sustainability considerations. Excessive variation in packaging materials can lead to increased waste and operational complexity. The most practical approach is usually to personalise messaging, inserts or digitally printed elements while maintaining consistent recyclable packaging formats.
For e-commerce businesses looking to differentiate themselves, personalised packaging offers a compelling opportunity. When used thoughtfully, it can transform a routine delivery into a memorable brand interaction.
For further reading on how artificial intelligence is influencing packaging design and logistics, see our article on 8 ways AI is impacting e-commerce packaging.
As technology continues to develop, one thing is becoming clear. Packaging is no longer just about protection and shipping. It is increasingly becoming a personalised communication tool that helps brands connect with customers long after the order has been placed.
