People of Packaging · 22 Jun 2026 · 36m
Ankit Dhawan, founder of Bluepill.ai, explains how his software uses AI-driven digital twins to simulate consumer behavior for packaging testing, reducing costs from $15,000–$25,000 and weeks of time to under ten minutes. During a live demo, Dhawan analyzes Miss Essie’s BBQ Sauce packaging against competitors like Sweet Baby Ray’s and Stubbs, identifying strengths like practical dispensers and weaknesses like pale illustrations. The discussion highlights the software’s ability to provide objective, data-driven insights on shelf performance and claim effectiveness, addressing the high cost and slow iteration of traditional market research.
Where this conversation describes AI being used to build or deliver a product. Part of the AI in practice tracker.
DesignBluepill.ai90% plus correlation to human preferences
The tool performs a shelf test simulation to predict which packaging design wins against competitors by analyzing eye-tracking and purchase intent drivers for specific micro-personas.
“So this is like a shelf test. … sweet baby Ray is winning the shelf test. Goodness essays is not doing badly at all in the shelf test. And overall, you can also double down on why.”
Ankit Dhawan · Hear it at 28:31
early-stage companies
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