B2B platform provider, ShopAi, has launched TalkPack, which it’s calling “the first Advertising Standards Agency-compliant conversational AI platform that turns a product’s packaging into consumer intelligence.”
This step has been taken as, in 47 days, the new HFSS regulations around high fat, sugar and salt products will come into force (1 January 2026), meaning much of the data that might previously have been available for retailers and manufacturers will no longer be usable.
“Every HFSS brand in the UK faces the same problem [when the new legislation comes in]. Their promotional channels vanish,” said Ilann Hepworth, CEO and founder of ShopAi.
“TV ads before 9pm? Banned. Paid online advertising? Banned. But product packaging and POS materials remain explicitly exempt. TalkPack transforms that exemption into competitive advantage.”
Product packaging and POS materials remain the only compliant channel for direct consumer engagement unaffected. TalkPack transforms that with QR codes on packaging, POS displays, print media and in-store materials which can deliver CPA (cost per acquisition) and CPC (cost per click) information previously exclusive to online channels.
It’s hoped the move will allow physical retail to capture the performance metrics digital marketing has leveraged for decades, backed by the Insight Agent - ShopAi’s conversational analytics interface that transforms data into actionable brand intelligence.
The system also allows accessibility for visually impaired consumers, hands-free use while shopping and more.
There is also automatic age verification built in to block under-16 engagement, while prohibited content filters prevent volume promotions, celebrity endorsements and excessive consumption messaging.
ShopAi says it hopes to target confectionery manufacturers, snack food companies, soft drink producers, breakfast cereal brands and more, as all will be affected by January’s new regulations.
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