Smurfit Westrock Germany launches AI tool for shelf-impact design

Smurfit Westrock's German unit has introduced ShelfSmart.AI, a tool that assesses how packaging designs perform against rivals on retail shelves. It combines shelf photography, 3D store models and eye-tracking data, and was used in a redesign for dairy brand Molkerei Ammerland. The launch was announced on 16 September 2026 in Hamburg.

Why this mattersA data-based shelf-impact service gives Smurfit Westrock a way to differentiate its design offering as brand owners compete for retail shelf attention.

• Smurfit Westrock Deutschland launched ShelfSmart.AI on 16 September 2026 in Hamburg.
• The tool analyses shelf visibility and competitive impact using market data, digital visualisation and physical testing.
• It draws on existing shelf photography, 3D store models and eye-tracking studies.
• The tool was applied in a packaging redesign for dairy company Molkerei Ammerland.
• Boris Maschmann, CEO of Smurfit Westrock Deutschland, presented the tool.

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