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Digital Link co-founder & CEO Paula Rivero revealed the world’s first AI-powered product assistant in a live demonstration that left the audience buzzing. By embedding conversational intelligence into a QR code, packaging now does more than comply with regulations or share static information: it answers back.
“For the first time, a product can respond when you ask it a question,” says Paula Rivero. “This is not a gimmick. This is packaging becoming a voice, an ambassador that speaks for the brand, and listens to the consumer.”
The rise of conversational packaging
Packaging has been a silent messenger for decades, limited to what could be printed on a label. The unveiling marks a shift from passive to interactive, from one-way to two-way.
In one demo, Paula Rivero scanned a face cream pack and asked Cleo, the Digital Link assistant, if it was safe to use for a pregnant woman. Cleo replied with tailored suggestions and recommendations. In another, a gin bottle was asked about cocktails, resulting in a series of recipes and instructions.
Riding the wave of AI and transparency
The launch comes at a time when consumers demand instant clarity and regulators worldwide push for radical transparency. By merging GS1 Digital Link standards with conversational AI, Digital Link positions packaging at the intersection of compliance and innovation:
Transparency: Consumers get trustworthy, real-time answers about ingredients, allergens, safety, or sustainability
Agentification: Products become active digital agents, capable of dialogue and context-aware guidance.
Efficiency: Brands lower support costs by automating Q&A while collecting valuable insight into consumer needs.
An industry shift
Rivero positioned Digital Link as the architect of a new consumer reality by reframing connected packaging from a regulatory burden into a strategic advantage.
“This is the barcode’s successor,” Rivero told the audience. From now on, products don’t just sit on shelves. They live, they listen, they respond.”
