ZURICH, June 29, 2026 /PRNewswire/ -- Amcor (NYSE: AMCR, ASX: AMC), a global leader in developing and producing responsible packaging solutions, today announced a collaboration with U.K.-based startup Kelpi to explore next-generation coating technologies designed to enhance the performance and sustainability of packaging materials.
The partnership with Kelpi supports Amcor's broader innovation strategy focused on identifying and advancing solutions that enable more sustainable packaging while maintaining high functional standards. Amcor's research and development teams are currently evaluating Kelpi's proprietary coating technology platform, a bio-based1 seaweed material designed to deliver barrier performance and compatibility with recycling streams for fiber-based packaging.
By evaluating breakthrough bio-based coating technologies, Amcor aims to further expand the options within its AmFiber™ fiber-based solutions platform to continue meeting demanding application requirements such as barrier performance, high running speed and circularity. The potential benefits of using such bio-based coatings include reduced reliance on fossil fuel-derived feedstocks and greater use of renewable resources, which may contribute to a lower carbon footprint.
"This collaboration reflects how we are advancing our material innovation pipeline, and it supports the Ellen MacArthur Foundation's call for accelerated innovation in paper-based flexible packaging2," said Peter Ettridge, Director, Research and Development, AmFiber™, Amcor. "We're excited by the potential of Kelpi's technology, which combines processability, gas and moisture barrier performance, and paper recyclability."
"Partnering with companies like Kelpi is a key part of how we bring new technologies into our innovation ecosystem," said Frank Lehmann, Vice President, Corporate Venturing and Open Innovation, Amcor. "Its innovative approach to leveraging nature-sourced materials that won't compromise packaging performance is promising, and we're excited to explore opportunities to scale the technology within our global packaging portfolio."
By combining Kelpi's technology with Amcor's global research and development capabilities and scale, the companies aim to evaluate commercially viable, scalable solutions for customers across various consumer goods sectors, supporting a circular economy for packaging.
Learn more about corporate venturing at Amcor.
1 Based on Dec. 2024 Measurelabs biogenic carbon testing report.
2 Paper-Based Flexible Packaging: The role it could play in tackling small-format flexible plastic pollution in markets with high leakage rates, Ellen MacArthur Foundation, March 2026.
About Amcor
Amcor is the global leader in developing and producing responsible consumer packaging and dispensing solutions across a variety of materials for nutrition, health, beauty and wellness categories. Our global product innovation and sustainability expertise enables us to solve packaging challenges around the world every day, producing a range of flexible packaging, rigid packaging, cartons and closures that are more sustainable, functional and appealing for our customers and their consumers. We are guided by our purpose of elevating customers, shaping lives and protecting the future. Supported by a commitment to safety, over 75,000 people generate $23 billion in annualized sales from operations that span over 400 locations in more than 40 countries. NYSE: AMCR; ASX: AMC
www.amcor.com | LinkedIn | YouTube
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
Amcor partners with Kelpi to advance next-generation barrier materials for fiber packaging
LONDON and TOKYO, June 29, 2026 /PRNewswire/ -- BRAHMA AI and Hakuhodo Technologies today announced a strategic partnership to develop, commercialize, and deploy high-fidelity digital humans at enterprise scale across Japan and the Asia-Pacific (APAC) region.
Formalized under a Memorandum of Understanding (MOU), the partnership establishes a joint framework to combine BRAHMA AI's advanced AI-driven digital human technology with Hakuhodo DY Group's deep creative expertise, client network, and market leadership in Japan and APAC.
Strategic Collaboration
The partnership will focus on:
- Developing and deploying advanced AI-powered digital human technologies (including Interactive models)
- Delivering AI products, and services tailored to the Japanese market
- Commercializing lifelike digital humans called ATMANs for enterprise clients
- Creating new storytelling formats, branded content, and immersive customer experiences
- Integrating digital humans, ATMANs, into Hakuhodo DY Group-led campaigns and platforms
- Expanding applications across industries and intellectual property (IP) owners in Japan and APAC
Core creative and technical teams from both organizations will work in close collaboration to drive concept development and deliver high-quality, culturally nuanced content.
A Proven Foundation
This partnership builds on a successful prior collaboration, most notably the debut of the digital likeness of Hibari Misora, created using proprietary AI models, ATMANs, trained on historical footage and audio.
The digital performer was featured in a BS Nippon TV special program "Hibari Misora brought back in the Reiwa Era" (broadcast January 7–8, 2026), appearing alongside contemporary artists. The project demonstrated both the creative and commercial potential of high-fidelity digital humans, ATMANs in modern media.
Strategic Objectives
Through this partnership, the Parties aim to:
- Accelerate enterprise adoption of digital human technologies
- Establish a new category of AI-driven communication through digital humans, ATMANs.
- Deliver culturally adaptive, high-fidelity digital humans, ATMANs, tailored to regional markets
- Unlock scalable commercial opportunities across media, entertainment, retail, and communications
Roles and Contributions
BRAHMA AI
- Provides core AI technology and digital human, ATMAN, systems
- Leads innovation in high-fidelity digital human, ATMAN, development
- Supports enterprise deployment and scaling
Hakuhodo Technologies
- Lead client integration, creative direction, and market deployment
- Provide access to enterprise clients across Japan and APAC
- Contribute creative strategy, production capabilities, and localization expertise
Future Outlook
Looking ahead, the partnership will expand joint initiatives across Japan and the broader APAC region, focusing on:
- New visual formats and creative applications
- Deeper integration into enterprise workflows in order to implement digital humans, ATMANs
- Co-development and co-commercialization opportunities
- Scalable, content-driven business models leveraging digital humans, ATMANs
Executive Commentary
Prabhu Narasimhan, CEO, BRAHMA AI:
"Digital humans, ATMANs represent a fundamental shift in how brands and audiences connect. Our partnership with Hakuhodo enables us to deliver culturally nuanced, high-fidelity digital humans, ATMANs, at enterprise scale across APAC."
Jo Plaete, CTO, BRAHMA AI:
"By combining Hakuhodo DY Group's creative heritage with BRAHMA AI's technological innovation, we are establishing a new category of communication. This partnership empowers brands to explore entirely new methods of expression through digital humans."
Ken Matsuzaki, Creative Technologist, Hakuhodo Technologies:
"BRAHMA AI's exceptional digital human technology has played a pivotal role in advancing our creative initiatives. By integrating this innovation with our expertise, we look forward to strengthening our collaboration and delivering greater value to clients across Japan and APAC."
About BRAHMA AI
BRAHMA AI is an enterprise AI content platform enabling organisations to create, manage and distribute AI-driven media through BRAHMA AI Studio and BRAHMA AI Core, guided by its Mind² foundation and delivering industry-leading fidelity, trust and governance. BRAHMA AI is founded on technology which has won eight Academy Awards for Best Visual Effects, including for Interstellar, Tenet and Dune Parts One and Two. Its goal is to bring Hollywood-grade AI content to enterprise, setting the standard for quality, fidelity and trust.
Visit: www.brahma.io
About Hakuhodo Technologies Inc.
A technology strategy company that plans and develops various technology strategies, including full-funnel marketing, the consumer interface market, media, and creative domains. Established in April 2022 for the purpose of consolidating the development structure of the Hakuhodo DY Group, and strengthening and evolving that structure.
Visit: https://www.hakuhodo-technologies.co.jp
Photo: https://mma.prnasia.com/media2/2998280/BRAHMA_AI_Hibari.jpg?p=medium600
Logo: https://mma.prnasia.com/media2/3001661/BRAHMA_AI_Logo.jpg?p=medium600
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
BRAHMA AI, Hakuhodo Technologies Partner to Scale High-Fidelity Digital Humans Across Japan and APAC
