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Smarter with a scan: Polytag in Conversation with Rethinking Materials 2026
Ahead of Rethinking Materials 2026, we sat down with Alice Rackley, Chief Executive of Polytag, to explore how smart packaging, embedded data and global standards can help bring much‑needed certainty to circular material systems.
In this video interview, Alice discusses why certainty in recycling matters, how Polytag’s QR codes and invisible UV tags differ from AI‑only approaches, and why open, global standards are essential if circular economies are to work at scale.
👉 Watch the full interview below, or read on for the key questions and insights from the conversation.
Can you briefly introduce Polytag and the core problem you’re solving?
Alice: At Polytag, we make smart packaging that can help the world work better. We work with a number of major global brands to introduce QR code solutions and invisible UV tags directly onto packaging.
These technologies allow us to unlock a whole range of benefits across the supply chain — from improved traceability and operational efficiency through to consumer engagement and end‑of‑life recycling outcomes - all delivered via our award‑winning platform.
Polytag is often described as bringing certainty into recycling systems. Why is that level of certainty so critical right now?Alice: Everything we do at Polytag is built on GS1 global open standards. That means every code we generate — whether it’s a consumer‑facing QR code or an invisible UV tag for recycling centres - contains a barcode number as a minimum.
That barcode number allows us to say with absolute certainty what is moving through the supply chain and what is detected at the end of life. Knowing a product's composition allows for better recycling and handling decisions.
It also enables us to connect to digital product passports so consumers can access accurate disposal information, and it allows recycling operators to sort materials into more optimised bales, ultimately improving the value of recovered materials.
There’s a lot of discussion around AI image recognition versus embedded data approaches like UV tagging. How do these differ when it comes to recycling?Alice: To be clear, we believe you need every type of technology if we’re going to crack the circular economy challenge. There are situations where AI absolutely makes sense and delivers strong commercial and environmental outcomes.
The key difference with Polytag is certainty. Because our tags are built on GS1 standards, we’re not guessing what we’re seeing. We’re not matching an image to a library — we know that the product detected is linked to a specific barcode number because the data is embedded in the tag itself.
Another major difference is sortation. Our UV tags allow optical sorters in recycling centres to read embedded data instantly and physically sort materials in real time. At the moment, AI image recognition systems are simply too slow to make those split‑second decisions on fast‑moving conveyor belts.
Does this also have implications for data governance and ownership?Alice: Yes, absolutely. We’re working very closely with GS1 Global and GS1 Europe to help define the standards that will govern how data is embedded in invisible UV tags.
This is a really important moment for the industry because circular economies will only work if everyone is speaking the same language. Circular systems involve hundreds of stakeholder groups globally, and if data can’t be exchanged openly and consistently, the system breaks down.
That’s why we’re such strong advocates of global open standards — no proprietary solutions, no tech lock‑in. Everyone needs to be able to work together if we’re going to deliver circular economies at scale.
What are you most looking forward to discussing on stage at Rethinking Materials 2026?Alice: We’ve got some fantastic case studies that really bring our work to life. One area brands are especially interested in is the transition from traditional barcodes to GS1‑compliant QR codes — and how that shift can be used not just for supply chain optimisation, but for marketing and consumer engagement as well.
We’ll also be talking about our invisible UV tagging solution, which allows packaging to be detected at barcode level in recycling centres and sorted more optimally. That means we’re closing both the data gap and the value gap that currently exist in recycling systems.
We’re making great progress with our partners, and I’m really looking forward to sharing those examples with the audience in London.
📍 Catch Alice Rackley live at Rethinking Materials 2026, taking place on 28–29 April at the London Hilton Bankside.
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