Identiv interview highlights secure digital identity for connected packaging

Identiv’s Ashley Burkle, Director of Business Development, outlines how secure digital identities embedded into packaging and products are becoming a practical tool for retail and brand operations in a new Q&A published by The Retail Bulletin (3 February 2026).

Packaging becomes a digital touchpoint

The Q&A reads like a roadmap for where connected packaging is heading next. Burkle explains why packaging is no longer just a container or a branding surface, but increasingly a digital touchpoint that can prove authenticity, carry trusted product data, and connect products to cloud services and customer experiences.

The core idea: a secure digital identity for every item

Using NFC, BLE, and UHF RFID inlays, tags, and labels, Identiv enables products to be uniquely identified from the point of manufacture through logistics and store operations, and then into the consumer’s hands. Burkle frames this identity layer as a bridge between operational needs and consumer expectations, turning products into reliable sources of real-time, brand-authorized data.

Why it matters for retail and brands

The interview links connected packaging to measurable outcomes. On the operational side, secure identities can support authentication, anti-counterfeiting, and more accurate inventory visibility. On the customer side, a simple tap can unlock product information, sustainability details, tutorials, promotions, rewards, and reordering journeys. The key message is that engagement is tied to verified product identity, creating a stronger foundation for trust.

From pilots to production: designing for the real world

Burkle shares practical guidance on implementation. Programs start with collaboration and engineering for real-world conditions, including challenging materials and form factors such as curved glass, small label areas, or difficult surfaces. Success is measured in outcomes, for example reduced counterfeit returns, a shift from manual to automated reporting, or meaningful increases in tap-to-connect engagement.

DPP readiness and shared innovation through partnerships

A timely theme is regulation-driven transparency. Burkle highlights the growing relevance of the Digital Product Passport and explains how secure identifiers can help brands make product-level information accessible and credible, while keeping the experience simple for shoppers and partners. She also emphasizes partnerships as essential to building end-to-end solutions that combine secure identifiers with cloud platforms and data ecosystems.

What’s next: sensor-enabled labels

Looking ahead, the Q&A points to sensor-enabled labels as the next wave. Burkle outlines how expanding BLE capabilities can add condition monitoring such as temperature, humidity, and shock, extending digital identity into product-condition visibility to support freshness, safety, and circularity across supply chains.

“When information is easy to understand and interactions feel natural, the technology itself fades into the background, leaving confidence in the product, in the brand, and in the choices people make every day.” - Ashley Burkle, Director of Business Development at Identiv

To learn how secure digital identities and connected packaging can support authentication, traceability, and consumer engagement, connect with Identiv.

This interview was first published by The Retail Bulletin on 3 February 2026.