41 CLÚSTER DEL PACKAGING tion, advanced data analysis, operational optimization, and improved decision-making. The participants agreed that the main challenge today is transforming the potential of this technology into real improvements in productivity and efficiency. Albert Iribarne (Dribia) argued for the need to distinguish between generative AI and other artificial intelligence applications that have been adding value to organizations for years. He explained that generative AI has democratized access to these technologies and allows for the development of customized solutions at much lower costs and timelines than a few years ago. As an example, he pointed to the automation of telephone calls, where current systems can handle a large portion of inquiries autonomously. He also highlighted AI’s potential to optimize business processes beyond the generative aspect. For his part, Pau Vila (LC Paper) presented several projects developed at his company. Among them, he highlighted a production planning tool capable of optimizing material usage and reducing waste, as well as a cost calculation system that detects deviations and potentially unprofitable orders before they materialize. He explained that AI facilitates the development of this type of specialized software, making it economically viable for many companies. José Racionero (AIS Vision) focused his presentation on quality control using machine vision. He pointed out that AI has made it possible to handle complex inspections of organic or variable products, where traditional methods had limitations. He also emphasized that cultural and knowledge barriers persist regarding the operation of these technologies, especially concerning model training and their integration into production processes. He added that, in most cases, AI does not replace human decision-making, but rather acts as a support tool to streamline and improve decision-making. Marius Rossell (Trilogi) focused on the business management of innovation. He stated that the success of AI projects depends on identifying specific problems, establishing clear indicators, and rigorously measuring the return on investment. As an example, he explained that software testing automation has reduced tasks that previously required a week of work to just thirty minutes. Rossell also emphasized the need to maintain a clear strategy and avoid impulsive reactions to every new technology. In their conclusions, they recommended promoting pilot projects, leveraging internal talent, and approaching AI adoption from a practical perspective, always evaluating its impact, feasibility, and cost to guarantee tangible results for the organization. Digitalization and traceability Subsequently, David Vives, Chief of Staff at Myneral Labs, highlighted that “traceability is not just about compliance; it is a competitive opportunity for companies,” and presented a use case developed by Coca-Cola, Vetropack, and Myneral Labs that demonstrates how data associated with packaging can generate new benefits for manufacturers, brands, and consumers throughout the entire value chain. Following this, a roundtable discussion moderated by Maica García, editorial coordinator of News Packaging magazine (Interempresas), took place. Participants included Gabriel de Mariscal, CEO of Llet Nostra, and Isidre Argerich, Corporate Communications Manager at bonÀrea. They shared their experiences on how digitalization and traceability contribute to improving transparency, consumer relations, and brand sustainability strategies. Gabriel de Mariscal explained that traceability has become a key element in demonstrating the origin and value of products. He noted that they have developed a system that allows them to track the complete journey of a product from the farms that make up the cooperative to the end consumer. Although they have not yet been able to implement a unique identifier for each package, they have created a QR code-based solution that provides access to specific information about the product’s origin and journey. Maica García, Gabriel de Mariscal e Isidre Argerich.
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