Koenig & Bauer Kyana GmbH showcases position as a cross-industry innovation driver in artificial intelligence at Google Cloud’s stand at Hannover Messe 2025; Connected Packaging platform enriches printed packaging with AI-powered multimedia product experiences; practical application example from consumer electronics sector demonstrates far-reaching potential for brand owners and consumers alike
Hannover Messe, the world’s premier industrial trade fair once again provided a platform for companies of all sizes to showcase how they are proactively addressing challenges such as rising energy costs, skills shortages, and demographic shifts through the adoption of new technologies. Artificial intelligence was a particular focal point.
Printing press maker Koenig & Bauer recognised early on that the future of the printing and packaging sector lies in seamless connectivity, intelligent data analysis, and AI-powered applications. The establishment of Koenig & Bauer Kyana GmbH underscores the company’s commitment to driving the digital transformation of the industry as a key innovator. At the booth of their strategic technology partner, Google Cloud, the printing technology group’s new software subsidiary presented practical use cases that vividly illustrated the potential of their latest AI developments.
AI-Powered Solutions Capture Visitor Attention
Koenig & Bauer is positioning itself as a cross-industry innovation leader with its Connected Packaging platform. Developed in close collaboration with Deloitte and Google Cloud, this cloud-based platform for brand owners, along with a corresponding app for end consumers, is set to elevate the shopping experience to new heights.
A central exhibit on the Google Cloud stand was a live demonstration of a Connected Packaging application in the consumer electronics domain. Using a fully automatic coffee machine as an example, the demonstration showcased how Connected Packaging can enable a personalised purchasing journey. This innovative concept connects the entire product lifecycle – from the initial purchase decision to the replenishment of consumables – in an AI-supported, interactive, and engaging manner. Augmented reality (AR) provides personalised guidance right from the point of sale through to the unboxing experience, enriching printed product packaging with digital value-added features and information. The live demonstrations generated significant interest, with numerous visitors testing the application firsthand.
A particularly noteworthy innovation was the seamless integration of Gemini, Google’s new AI, which allows consumers to interact directly with an AI chatbot via the packaging itself, asking questions about the product. This creates an entirely new dimension of direct customer communication. Another highlight was the integrated image recognition feature, which enables digital recognition of packaging even without QR codes or other design elements. This ensures that the Connected Packaging solution integrates smoothly into existing production processes for packaging manufacturers. For consumers, usage is incredibly simple: no separate app installation is required, as interaction takes place via a browser application. This minimises barriers for consumers and enhances the technology’s adoption.
New Opportunities Through Connected Packaging
Connected packaging has created several new opportunities, including direct and personalised communication with customers in real time, strengthening brand loyalty and trust, targeted marketing campaigns and individualised offers, transparent product traceability and compliance with regulatory requirements, and AI-powered solutions for the entire product lifecycle.
The trade fair showcase impressively demonstrated how Connected Packaging elevates customer engagement and loyalty to a new level. In particular, industry experts from the consumer goods sector were enthusiastic about the possibilities of enriching printed product packaging with digital value and information, and actively sought dialogue with the experts from Koenig & Bauer Kyana.
Presentation by Sandra Wagner on the Google Cloud Stage
A special highlight was the presentation by Sandra Wagner, CEO, Koenig & Bauer Kyana, who, alongside Michael Kollig, Director Customer Engineering Europe North, Google Cloud, provided exclusive insights into how the company is leveraging the power of Google Cloud and Gemini to redefine product experiences. Her presentation, titled ‘How Koenig & Bauer Powers Tomorrow’s Packaging with Google Cloud and Gemini AI’, highlighted the innovative Connected Packaging platform and demonstrated how it bridges the gap between traditional printing and the digital world, setting new standards for interactive brand communication.
From Machinery Manufacturer to Digital Pioneer
With a history spanning over 200 years, Koenig & Bauer presented itself at Hannover Messe as an agile technology group actively shaping the industry’s transformation. Digital products and offerings complement its printing technology, and the company is focusing on developing new business models and digital solutions across the entire lifecycle of print products.
“We are actively shaping the future of packaging. Connected Packaging is the key to end-to-end digitalisation, where we are no longer just optimising production, but also opening up entirely new ways for brands to interact with their customers. The significant interest shown by visitors at Hannover Messe has reinforced this for us,” says Wagner.
The impressive response at Hannover Messe indicates that the interest in smart packaging solutions continues to grow – and that Koenig & Bauer, together with its technology partners, is delivering forward-thinking answers to the challenges of the future.
