“Our solution is innovative and, so far, unique in Europe – we see numerous additional use cases,” says Frank Hammerschmidt, Managing Director of Ernst Röser GmbH. “For the first time, automated recognition of print areas on bottles is possible – that’s a global first.”
Digital Platform for Maximum Flexibility
At the heart of the new solution is an intelligent web configurator that automatically integrates information on products, technical specifications, and finishing options in real time directly from the suppliers. This results in a constantly updated overview of available packaging solutions – from bottle shapes to custom printing – all in a single order.
“At the core of the project is the fusion of image recognition with technical drawings. This is a new approach that hasn’t been seen on the market before,” explains project lead Prof. Dr. Heike Markus of Hof University. “While the solution is technically complex, the user experience must be simple – so companies can focus on developing new ideas.”
The platform offers maximum flexibility: suppliers can provide product data either via their own websites or via Excel documents. This openness to different data sources enables the system to be quickly adapted to new products, industries, or providers.
Technological Foundation: BECKN Protocol and AI
The technological foundation of the platform is the BECKN protocol, which enables standardized, secure communication between all participants. It provides the basis for a scalable, interoperable ecosystem in which various services are connected via a shared language.
A particular focus is on image processing: since many product images on websites do not meet the quality standards needed for automated configuration, AI-based image enhancement is planned – a contribution from the AI Application Center at iisys.
Integration of Webshops and Automated Pricing
Existing webshops are integrated via so-called web scraping, ensuring that product information remains up to date. New suppliers and services can be added with minimal effort. “The idea behind webshop integration is to create maximum flexibility with minimal effort for both suppliers and customers,” says Prof. Markus. “The shop must be simple, flexible, and reliable.”
In a follow-up project, the team is now working on automated pricing. This involves mapping print areas on complex bottle shapes such as perfume bottles, and calculating prices in real time – using historical data and AI algorithms.
“For the platform to be accepted, it’s crucial to determine whether prices based on historical data can be calculated in real time – and be valid,” Markus adds.
Future Potential Across Industries
The solution is not limited to the packaging sector: thanks to its modular and open architecture, it is also suitable for other industries where complex products are configured and ordered. The newly developed prototype serves as a blueprint for a wide range of applications – from industrial manufacturing to personalized product design.
Contact for scientific information:
Prof. Dr. Heike Markus
+49 9281 409 - 4901
heike.markus(at)hof-university.de
