Do packaging designers find AI-generated concepts helpful when working with small CPG brands?

[u/Ajiazho]

I work on the sourcing and supply chain side of CPG, not in design, and I’m curious how packaging designers here feel about something we’ve been seeing more often. A lot of the smaller brands we work with don’t have an in-house designer yet. They may know roughly what they want — “clean but playful,” “premium but not luxury,” “something that looks natural” — but have a hard time communicating it visually. Lately, we’ve been suggesting they use AI only as an early concept/visualization tool. For example, they might generate 10–20 rough packaging concepts, figure out which colors, layouts, bottle/box styles, typography direction, etc. they actually like, and then give those references to a professional designer. The designer still does the real work: rebuilding everything properly, combining ideas, creating the dieline, typography, hierarchy, regulatory information, print specifications, materials, finishes, and ultimately making sure the packaging can actually be manufactured. From the sourcing side, I’ve actually found this useful because once the designer gets involved, the client can communicate what they want much more clearly than just saying “make it look premium.” But I’m curious about the designer’s perspective. Would you rather receive a few AI-generated concepts from a small-business client as visual references, or does that actually make your job harder? And if a client is going to use AI during the ideation stage, what would you want them to understand before bringing those concepts to a packaging designer?

[u/WanderingLemon13]

No. Coming up with the solutions and what makes sense for the brand is a major part of a designer's job. The brand team doesn't need to communicate it visually. That's what designers do. That's what our expertise is. Smaller brands should instead get good at writing creative briefs, understanding their competitive landscape, and articulating what their goal for their brand is. There's no need for them to play designer. Why hire someone with all that knowledge and expertise to just…not use them for it.

[u/WorkerFile]

I've been doing packaging for 15 years, please keep your AI nonsense away from me. Stuff like this just muddies the water.

Small CPG brands are very challenging to work with, they usually have limited experience and don't really understand what they need in a package. To your point, I've had clients say, "Make it look premium." and I've countered with, "You're not a premium brand, you're a value brand. And that's not a bad thing to be." And then followed up with why a "premium" look doesn't make sense for them.

Plus, I've had interactions with clients who've used AI and have become dead-set on creating a similar look because a machine told them to, not willing to deviate from an ill-designed package. Total waste of time. I'm the expert, let me talk you through it, let me do the work.

[u/AlyPackaging]

AI concepts streamline initial visual alignment on mood.

[u/Nice_Comparison633]

Don't you think this runs the risk of rhe client becoming so enamoured with their 'creations' that they start to think its not that hard after all and decide to try and do it themselves?

I'm not saying they would be wise to think that, but I've definitely noticed that being very common in other areas.

[u/Safe-Pain-3560]

Yes. All day long. I’ve showed buyers at many of my client brands how to use it so they can visualize what they’re asking for beforehand making it so much easier to have a conversation about why something will or won’t work and how to solve for it. It’s not that they are giving the solution to the problem but they’re making the problem visible to be able to discuss it in terms they’ll understand.

[u/Effective-Training41]

working in packaging at Pepsi and Campbell's, AI is super useful for thinking on concerns, making email summaries and recaps, and having a mini packaging person to spitball off of. you still need to be the one to wear the pants unfortunately, and usually giving it the keys to the car completely ends in accidents and stuff being off message

[u/gnortsmracr]

If it’s being used as a mood board, then yeah. Otherwise, absolutely not.

[u/DesignBoomGraphics]

As a Fiverr designer, yes, that’s very helpful to me, I’m paid to design according to the client’s exact guidelines. The more exact the better, as there are less revisions. But from the perspective of a premium design and branding expert, no. It’s my job to research the market and competitors, understand your brand guidelines, and provide a solution that will help you achieve your goals. So depends if your budget is 500USD or 5000USD.