Digital Link announced its AI-enabled conversation product package at LabelExpo 2025 held in Barcelona, Spain from September 16th to September 19th.
During a live demonstration at the event, Digital Link CEO and co-founder Paula Rivero announced Cleo, an AI-powered product assistant that allows you to interact with consumers.
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CLEO is activated by scanning a QR code, allowing consumers to ask questions about the product and receive immediate answers. Digital Link achieved this by integrating the GS1 digital link standard with conversational AI.
The company's demo highlights the practical applications of the technology. To demonstrate, Libero scanned the face cream package and asked if it was suitable for pregnant women, then received Cleo's immediate, customized advice.
When the gin bottle was scanned, Cleo provided a cocktail recipe and preparation instructions.
Conversational packaging initiatives increasingly require consumers to have immediate access to product information, and regulators are calling for greater transparency.
Libero said: “The first time you ask a question, the product can respond.
“This is not a gimmick. It's about packaging being the voice, being an ambassador who speaks for the brand and listening to consumers.”
Consumers can interact with CLEO to receive real-time details on allergens, ingredients, sustainability and safety.
Now, products can act as active digital agents, provide context-conscious guidance and engage in dialogue.
For brands, this technology is an opportunity to minimize support costs through automated Q&A, providing new insights into consumer behavior and preferences.
