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

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2026-09-21
- Length: 35m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2026-09-21-359-the-most-interesting-way-ai-is-disrupting-packaging-design-with-andy-kurtts
- Listen: https://encase.substack.com/p/359-the-most-interesting-way-ai-is

## Summary

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.'

## Chapters

- [0:01](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-09-21-359-the-most-interesting-way-ai-is-disrupting-packaging-design-with-andy-kurtts#t=1) Introduction: Andy Kurtts and Buttermilk Creative
- [4:07](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-09-21-359-the-most-interesting-way-ai-is-disrupting-packaging-design-with-andy-kurtts#t=247) Buttermilk Creative's Scope: CPG Brand and Packaging Design
- [8:29](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-09-21-359-the-most-interesting-way-ai-is-disrupting-packaging-design-with-andy-kurtts#t=509) The Rise of Agentic Shoppers and AI Shopping Agents
- [12:25](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-09-21-359-the-most-interesting-way-ai-is-disrupting-packaging-design-with-andy-kurtts#t=745) How AI Uses Physical Packaging as Data Source (OCR and Syndication)
- [15:29](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-09-21-359-the-most-interesting-way-ai-is-disrupting-packaging-design-with-andy-kurtts#t=929) Live Demo: Testing Google Gemini for Afternoon Snacks
- [22:00](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-09-21-359-the-most-interesting-way-ai-is-disrupting-packaging-design-with-andy-kurtts#t=1320) The Critical Need for Data Consistency Across Channels
- [26:45](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-09-21-359-the-most-interesting-way-ai-is-disrupting-packaging-design-with-andy-kurtts#t=1605) Optimizing for Vision Models: Claims, Thumbnails, and Front-of-Pack
- [32:28](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-09-21-359-the-most-interesting-way-ai-is-disrupting-packaging-design-with-andy-kurtts#t=1948) Resources: ReadMyPack.ai and LinkedIn Engagement

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [AI & machine learning](https://hardwarepodcasts.com/topic/ai-and-machine-learning)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

early-stage companies

## Mentioned

- Buttermilk Creative (company)
- Google Gemini (tool)
- Fresh Direct (company)
- Instacart (company)
- Amazon (company)
- Shopify (company)
- Pro Bar (product)
- E3 energy cubes (product)
- Western Nut company (company)
- True Fruit (product)
- Perplexity (tool)
- ChatGPT (tool)
- ReadMyPack.ai (other)

## Related episodes from other shows

- [#197 - AI for CPG 101 with Chris Szigeti](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-05-21-197-ai-for-cpg-101-with-chris-szigeti) (The Startup CPG Podcast)
- [#98 Reimagining Grocery Shopping: Instacart's AI-Powered Future with ChatGPT and Artificial Intelligence](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-07-11-98-reimagining-grocery-shopping-instacarts-ai-powered-future-with-chatgpt-and-ar) (The Startup CPG Podcast)
- [#203 - Packaging Your Brand 101: Jamie Valenti-Jordan and Andy Kurtts](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-01-203-packaging-your-brand-101-jamie-valenti-jordan-and-andy-kurtts) (The Startup CPG Podcast)
- [#89 Packaging Design and Printing 101 with Kirk & Kurtts](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-02-89-packaging-design-and-printing-101-with-kirk-kurtts) (The Startup CPG Podcast)
- [The Next Chapter of SEO: How Manufacturers Get Recommended by AI w/ Grace Wright](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2026-09-15-the-next-chapter-of-seo-how-manufacturers-get-recommended-by-ai-w-grace-wright) (The Manufacturing Executive)

## Citing this page

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