Euromonitor’s latest report reveals that 37% of consumers globally closely read nutrition labels, while 81% in the UK emphasize the need for detailed packaging information to foster trust. Although 45% of businesses plan to invest in barcodes and GS1 infrastructure within the next five years, only 27% of consumers prefer QR codes for in-store product discovery. Tesco’s pilot demonstrates that GS1-enabled QR codes effectively deliver essential nutrition, sustainability, and recycling information. However, generative AI is transforming product discovery beyond packaging; referrals from ChatGPT to e-commerce platforms surged from 1% to 19% between November 2024 and June 2025. This trend underscores the importance of reliable, structured product data as consumers seek transparency, with 64% more likely to purchase from brands that disclose sourcing practices. The future of digital product discovery hinges on integrating standardized identifiers like GS1 with AI-ready, high-integrity data, emphasizing trust in brand information while cautiously approaching AI tools.
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