Hardware Podcasts

359 - The most interesting way AI is disrupting packaging design with Andy Kurtts from Buttermilk Creative

People of Packaging · 21 Sept 2026 · 35m

What this episode covers

Andy Kurtts, founder of Buttermilk Creative, explains how 'agentic shoppers'—AI tools that autonomously select products based on user intent—are disrupting packaging design by requiring brands to optimize copy and visual claims across all packaging panels. He demonstrates a live test using Google Gemini, showing how AI interprets product data from physical packaging OCR and retailer listings to make recommendations. Kurtts advises brands to ensure consistency between their physical packaging, e-commerce descriptions, and retailer dashboards to avoid being filtered out by vision models that scan thumbnails and text for specific keywords like 'seed oil free.'

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Buttermilk Creative, Fresh Direct, Instacart, Amazon, Shopify, Western Nut company
Products
Pro Bar, E3 energy cubes, True Fruit
Tools
Google Gemini, Perplexity, ChatGPT
Also
ReadMyPack.ai

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